Hamish McPharlin, Head of Insight at BBC Global News, speaks on the topic of creating a brand story that is impactful and enduring in the mind of the consumer.
Date: 10 June / Time: 18:30 – 21:00 / Price: £26
What you will learn
How emotion in branded content storytelling works to raise the equity of a brand and imprint itself in long term memory. You will be introduced to the ways that BBC Global News measures the impact of its branded content and explore some of the amazing findings the research programme has discovered; which narrative techniques work best to trigger long-term memory encoding of advertising, how storytelling can deliver an optimal emotional experience, and how both work to drive effective outcomes for brands.
6.30-7pm Afterhours access to the Museum of Brands. Explore the collection of 150 years of packaging history with drinks available from the bar.
7-8pm Talk with Dr Hamish McPharlin
8-8.30pm Q&A and discussion
8.30-9pm Last chance to explore the Museum
About the speaker
Dr Hamish McPharlin is Head of Insight at BBC Global News. His research team tracks the health and consumption of the BBC News brand worldwide, using the latest in analysis technologies and data visualisation techniques. In addition, his audience research programme assists in optimising advertising strategy on BBC World News and BBC.com. Prior to the BBC, Hamish was Director of Research at award-winning London-based research agency Decipher for 10 years. He has a Marketing Degree and a PHD in Communications Studies from Murdoch University.