NEWS9 February 2010

Bark to take 10% stake in neuromarketing agency Mindmetic

Europe M&A

DENMARK— Advertising agency Bark Group has signed a letter of intent to acquire a 10% stake in UK-based neuromarketing agency Mindmetic.

The two firms already work together to analyse people’s brain activity while they are exposed to marketing messages and adverts by tracing eye movements, detecting skin reactions and measuring responses in the brain’s cortical region.

Bark said that it would use the results of the tests to create adverts that have more of an emotional impact on viewers and a “scientific edge” over competitors’ efforts.

Anders Hageskov (pictured), Bark CEO said: “Mindmetic’s cutting-edge technology enables us to better understand consumer behaviour and enhance the effectiveness of of our marketing campaigns across all media. We are excited about the potential of working still more closely together to understand consumer reaction and provide our clients with a strategic edge in their advertising campaigns.”