BOSTON Arnold said it has added cognitive scientist Lisa Haverty to its integrated analytics team.
She holds a Ph.D. in cognitive psychology and joins the Havas-owned agency here from Carnegie Learning, where she conducted research on how people learn.
Haverty will be responsible for positioning the agency in the fields of behavioral economics and neuromarketing. (These areas of study seek to uncover a greater understanding of consumer behavior that can be applied to enhance creative campaigns, the agency said.)
"With the addition of Lisa to the team we continue to build our knowledge regarding how consumers think and make purchase decisions," said agency evp Greg Johnson. "As we create advertising across all channels that connects both emotionally and rationally with consumers, we are constantly looking for new insights and analyses to make the work more effective."
Haverty, 35, will report to Brian Kastelein, vp and director of integrated analytics. "As we continue to evolve our analytic capabilities at Arnold, Lisa will add a level of sophistication to our ability to explain this—and that will clearly differentiate us," he said.
—Adweek staff report