NeuroFocus to Test Clio Award Winners to Determine How Creative Prowess Matches With Brain Processes

The 49th Annual Clio Awards, the most recognized global awards

competition for advertising, design, and interactive, today announced it

will work with NeuroFocus, Inc. who will conduct

neuromarketing testing at the 2008 Clio Festival, May 14-17 at

the Gansevoort South Hotel in South Beach.
NeuroFocus, the world leader in the rapidly-growing field of

neuromarketing, evaluates how the brain responds to all kinds of

stimuli. It tests advertising for a wide range of client companies and

ad agencies, using equipment and procedures derived from the latest

advances in neurological research. The company, based in Berkeley, CA

will reveal the results of tests run on a number of the commercials

screened at the 2008 Clio Festival.
"We´re able to

measure three core elements that are essential, from a neurological

perspective, for effective communication," said Dr. A. K. Pradeep, chief executive officer of NeuroFocus, based in

Berkeley, CA. "These elements are attention

emotional engagement and memory retention. Because we track these

responses 2000 times per second, measuring a person´s

actual brainwaves, as well as their eye movement and galvanic skin

response, we can tell precisely which parts of a TV spot are eliciting

the best reactions. That knowledge can be an extremely valuable tool in

the creative process."
The company derives additional critical metrics for messaging

effectiveness, including levels of persuasion, awareness and novelty.

NeuroFocus can test virtually anything that a person sees or hears, and

because the reactions are captured at the core neurological and

biophysical levels, they are unfiltered, unambiguous and actionable.

Employing its patented technologies and proprietary techniques

NeuroFocus provides clients with detailed recommendations on how to

improve communications for maximum impact, emotional engagement and

memory retention.
Both the Clio Awards and NeuroFocus are affiliated with The Nielsen

Company: the Clio Awards is part of Nielsen Business Media, while The

Nielsen Company has made a strategic investment in NeuroFocus.
The 49th Annual Clio Awards will be presented during the 2008 Clio Festival, May 14-17 at the

Gansevoort South Hotel in South Beach. Delegates made up of advertising

and design creatives from around the world will attend an array of

exciting events, including the Festival Opening Cocktail Party

the annual Lifetime Achievement Award Dinner Gala (this year

honoring Marcello Serpa, partner and general creative director

AlmapBBDO, São Paulo, Brazil), The Saatchi

& Saatchi Hero Show featuring provocative artist Ralph

Steadman, the 2008 Clio Future Gold / Young Creatives Program

daytime sessions featuring creative leaders from around the world

TV/Cinema/Digital, Print, Radio and Interactive Shortlist areas with technology provided by Rackspace IT Hosting and Limelight Networks

evening parties and two Awards Galas announcing 2008 winners, Advertiser

of the Year and Agency/Network/Production Company of the Year at the Fillmore Miami Beach at the Jackie Gleason Theater.
Online registration for the 2008 Clio Festival is open at www.clioawards.com/festival.
About NeuroFocus
NeuroFocus, Inc. is the market leader in bringing neuroscience to the

world of advertising, marketing, product development and packaging, and

entertainment. The company leverages Doctorate-level academic expertise

in neuroscience and marketing from Berkeley, MIT, Harvard, and the

Hebrew University combined with C-suite level business management and

consulting experience. NeuroFocus clients include Fortune 100

companies across the consumer package goods, food and beverage

financial services, automotive, and retail sectors. Entertainment

category clients include major companies in the broadcast and cable

television and motion picture industries. The Nielsen Company is

a strategic investor in NeuroFocus.
About the Clio Awards
The Clio Awards is the world´s most

recognized awards competition for advertising, design and interactive. For nearly five decades, the Clio Awards has maintained its original

commitment to celebrate and reward creative excellence, honoring a

powerful form of communication and its impact on modern culture. At

the same time, the Clio Awards remains focused on evolving with the

industry in order to acknowledge the most current, breakthrough work. To this day, Clio´s iconic statue is the

most widely recognized and coveted symbol of the industry´s

creative accomplishments.
Tony Gulisano, a 26-year veteran of Clio, leads the organization as

managing director. The Clio Awards, part of Nielsen Business

Media, is owned by The Nielsen Company. For more information

about the 49th Annual Clio Awards

and Festival, please visit www.clioawards.com.