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Dr. A. K. Pradeep, NeuroFocus CEO, Named Grand Winner of The Advertising Research Foundation's 'Great Mind' Innovation Award

BERKELEY, Calif. – April 2, 2009 – The Advertising Research Foundation (ARF) has named Dr. A. K. Pradeep the Grand Winner of its “Great Mind” Innovation award for 2009.

Dr. Pradeep, who is Chief Executive Officer of NeuroFocus, the world’s leading neuromarketing firm, was singled out to receive the Foundation’s top innovation prize for being an “individual who brings excellence to advertising research in the category of research innovation.”

NeuroFocus was also named one of the winners of both a Grand Ogilvy and a Gold Ogilvy award in ARF’s annual competition for excellence in advertising research, for its work with Frito-Lay on its Cheetos brand, titled “The Orange Underground”. The Cheetos advertising, for which NeuroFocus conducted its signature neurological testing, was recognized for “demonstrating the most successful use of research in the creation of superior advertising that achieves a critical business objective.”

“NeuroFocus was founded on two principles: adhering to the highest scientific standards, and striving for best-in-class performance in the research we perform for clients,” Dr. Pradeep said upon receiving the Grand Winner prize. “This recognition by the advertising industry’s leading research organization is a very welcome and wonderful acknowledgement that we are achieving those objectives, and I accept this award in that spirit and on behalf of all the clients we are privileged to work with around the world.”

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NeuroFocus Receives Grand Ogilvy Award from The Advertising Research Foundation

BERKELEY, CA., April 2 /PRNewswire/ -- The Advertising Research Foundation (ARF) bestowed its top prize, the 2009 Grand Ogilvy Award, to NeuroFocus, the organization announced.

The Grand Ogilvy is awarded to honor those companies who contribute to the advertising campaign that an independent jury of industry leaders cites as "demonstrating the most successful use of research in the creation of superior advertising that achieves a critical business objective."

Frito-Lay's "The Orange Underground" campaign for its Cheetos brand was singled out by the ARF jury as the Grand Ogilvy Award winner for 2009. Frito-Lay and its partners who created the campaign share in the prize. NeuroFocus contributed its industry-leading neuromarketing research to help the Cheetos campaign achieve marketplace success. The Cheetos advertising also received a Gold Ogilvy Award in the Packaged Goods category.

NeuroFocus (www.neurofocus.com) specializes in EEG (electroencephalographic)-based neurological testing that reveals the degrees of attention, emotional engagement, and memory retention that consumers experience at the deep subconscious level of the brain. Combined with eye tracking and biometric measurements, this brainwave-based methodology provides client companies with the most advanced, accurate, and actionable form of market research available.

Headquartered in Berkeley, with offices in New York, Chicago, Dallas, Los Angeles, and near Cincinnati, NeuroFocus works with Fortune 100 companies across many categories. The company recently expanded its operations into Europe, and also has offices in Tokyo and Tel Aviv.

"Leaders like Frito-Lay gain and maintain that standing by constantly innovating and seeking out the 'best in class' with whom to work," said Dr. A. K. Pradeep, Chief Executive Officer of NeuroFocus. "Their success with Cheetos is a classic example of that trait. We're very proud to have contributed to the brand's marketplace success, and to share in this industry recognition with them."