Lola Lowe Madrid's Eurobest Heart 2 Heart

LOLA, Lowe and Partners Spanish network is set to present “Heart 2 Heart”, an in-depth study conducted with the objective of reaching a better understanding of how human emotions impact human behaviour and decision-making. 

The study, which took several months to conduct, brings together different investigations from related fields, such as psychology and Neuro-marketing to gather data and anecdotal evidence which when compiled, gives an insight into the emotions of people and the influence of emotion on our buying decisions and behaviour. The findings look at the emotional Vs the rational and why human connections between people and brands exist and how this informs the creative we produce. 

LOLA Chief Creative Officer Chacho Puebla and Strategist Amaya Coronado based at LOLA’s Madrid HQ will unravel the puzzle of human emotion and share examples of work that illustrates the topic, to the Eurobest audience. 

Amaya Coronado explains: “Brands with an emotional value create preference in people’s minds. And this preference leads them to make purchases. The more emotion invested in brands, the more powerful they become because the more a brand can talk to the heart, the better it can connect to people. If we can understand people’s minds, then it’s easier to get to their hearts. So the more fluently we speak the language of emotions, the more people we will reach.”

The Eurobest session is at 10.30am on Wednesday December 4th.