John Kearon

Why you should not miss John’s speech?

You should not miss John’s speech because he brings a wealth of experience and expertise in the field of marketing and advertising effectiveness. As the visionary behind System1 Group PLC, recognized as the ‘Most Innovative Market Research Company,’ John’s entrepreneurial achievements have earned him the prestigious Ernst & Young’s ‘Entrepreneur of the Year’ award.

John is known for challenging industry norms by emphasizing the importance of measuring people’s System 1, emotional, instinctive response to ads and innovation. He advocates for this approach as a more accurate predictor of both short and long-term profitability.

Moreover, John’s contributions extend beyond theoretical frameworks. He has authored the highly acclaimed publication ‘Look Out,’ which serves as a practical guide for advertising effectiveness and has become the fastest and largest selling publication from the IPA.

With a diverse background as a marketer at Unilever, Planning Director at Publicis UK, and founder of his own successful business, Brand Genetics Ltd, John possesses a unique perspective on creating new products and services for companies of all sizes.

In his speech, John will delve into the transformative potential of AI-assisted creativity in enhancing marketing profitability. Drawing on his extensive experience and remarkable journey, he will share insights on the essential qualities for entrepreneurial success and how leveraging AI can drive innovation in the marketing industry.

What you will learn from John?

The importance of measuring people’s System 1 response: John challenges conventional approaches to advertising and innovation by emphasizing the significance of understanding and measuring people’s instinctive, emotional response. You will gain insights into why this approach is a more accurate predictor of short and long-term profitability.

The role of AI-assisted creativity in marketing: John will explore how AI technology can revolutionize marketing strategies and drive profitability. By leveraging AI tools and techniques, you will learn how to enhance creativity, improve marketing effectiveness, and ultimately achieve better business outcomes.

Practical guidance for advertising effectiveness: John’s publication, ‘Look Out,’ serves as a practical guide for maximizing advertising effectiveness. You can expect to gain valuable tips and strategies to improve the impact and success of your advertising campaigns.

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Bio:

John’s role in conceiving and leading System1 Group PLC – The Effectiveness Agency - made him Ernst & Young’s ‘Entrepreneur of the Year’, and the agency has been voted ‘Most Innovative Market Research Company’ more than any other.

Provocative and playful, John has regularly challenged the industry to measure people’s System 1, emotional, instinctive response to ads and innovation, as a far more accurate predictor of short and long-term profitability.

System1’s most recent publication, ‘Look Out’ [a repair manual for advertising effectiveness], is now the fastest and largest selling IPA publication.

John started his career as a Unilever Marketer, before becoming Planning Director at Publicis UK, and starting his first business Brand Genetics ltd, inventing new products and services for companies large and small.

John’s recipe for entrepreneurial success is; creativity, resilience, determination, perseverance, stamina, drive, imagination, resourcefulness, courage, self-belief, commitment, ability to go without sleep and a touch of madness.