Manuel Garcia-Garcia

SVP of Research & Innovation Global & Ad Effectiveness
The Advertising Research Foundation

Dr. Garcia-Garcia is currently SVP, Research and Innovation: Global and Ad Effectiveness at the Advertising Research Foundation. In this role he works on mobile video ad effectiveness, cross platform advertising, multicultural marketing and other applications of neuroscience to advertising effectiveness.

Previously, as a Neuroscience Director at Nielsen, he worked with an integrated research team to ensure the scientific integrity of the company’s project pipeline. He also led the academic relations of Nielsen Consumer Neuroscience with top business schools globally and runs material development and training for professors who are willing to bring Nielsen’s most cutting-edge method from the industry to the classroom.

As a strong thought leader, he leverages expertise in consumer neuroscience and best-practice research methodologies to drive the delivery of valuable, informed insights. As a public speaker, his work has been featured in multiple industry events such as Advertising Week, ARF ReThink! and Audience Measurement, ESOMAR, Neuromarketing World Forum, Univision Leading the Change, Nielsen C360 among many other global conferences. He has also led symposiums and run multiple presentations delivering his work at international neuroscience conferences.

Dr. Garcia-Garcia is also an Adjunct Professor of Consumer Neuroscience in the graduate school of NYU Stern School of Business as well as in IE Business School. He develops and delivers the curriculum of one of the first courses of its kind in a business school. He has developed a textbook in the field of Consumer Neuroscience, to be published by MIT Press, that aims at teaching future and present business leaders how neuroscience can help them understand their consumers and improve their marketing communication.

Dr. Manuel Garcia-Garcia received his Ph.D. in Neuroscience from the University of Barcelona in 2009. His graduate work was conducted in collaboration with the Bulgarian Academy of Sciences (Bulgaria

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