Dr. Manuel Garcia-Garcia: SVP, Research and Innovation: Global and Ad Effectiveness at the Advertising Research Foundation & Adjunct Professor, NYU Stern

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Bio:

Dr. Garcia-Garcia is currently SVP, Research and Innovation: Global and Ad Effectiveness at the Advertising Research Foundation. In this role he works on cross platform measurement order, priming, "digital natives" and other applications of neuroscience to these issues including follow up research. 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 and leveraging expertise in consumer neuroscience and best-practice research methodologies to drive the delivery of valuable, informed insights. 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, EU) and the National University of Singapore (Singapore). From 2005 to 2010, he focused his cognitive neuroscience research on realizing the role of dopamine-related genes in the control of attention, furthering the understanding of the neurophysiological markers for attention disorder. At the conclusion of his studies, Dr. Garcia-Garcia received the prestigious Extraordinary Doctorate Award, from the University of Barcelona, in recognition of his premier scientific achievements during his training period. From 2011-12, at the Institute of Pediatric Neuroscience at New York University Langone Medical Center, he spearheaded the development of a critical analysis based on resting-state fMRI data which allows scientists to establish a measure of stability of the functional organization of brain structures at an individual level.

At the conclusion of his studies, Dr. Garcia-Garcia received the prestigious Extraordinary Doctorate Award, from the University of Barcelona, in recognition of his premier scientific achievements during his training period. His significant research contributions have also been internationally recognized through publication in leading professional journals, such as NeuroImage, Neuropsychologia and the European Journal of Neuroscience.

What do you do best?

Traveling and getting to know different people. That translates into being a good communicator, adapting the complexity of neurological and behavioral sciences into what is relevant for the audience.

What makes you the best?

A very diverse background that provides and very wide set of skills as well as a very high level of flexibility.

What are your aspirations?

I would love to do research to develop behavioral campaigns that make an impact in society.

Biggest Success?

I am very proud of the textbook in Consumer Neuroscience I just submitted to MIT Press, of my career transitions and capacity to adapt to a whole new field and become an authority. I am also very proud of my round-the-world trip las summer.

Most Challenging Moment?

Working on making the transition from academic biomedical research into industry consumer research, with a number of personal (and immigration) factors where the wind was blowing against me.

Favorite Motto?

None

Favorite People?

Andalusian, my people, but pretty much everybody.

Favorite Places?

Andalusia, Lebanon, Turkey, Thailand, NYC, Mexico City, Georgia (the country).

Favorite Products?

Mobile: Spotify, Facebook, WhatsApp, Netflix, Hulu, ...

Current Passions?

Apply non-conscious measurement to make the journey of creative development more efficient and the campaign more effective.