London-based digital agency Lab is to merge with specialist neuroscience consulting firm, Neuro Agency, following a successful partnership between the two businesses over the past two years.

Founded by renowned Neuro-Linguistic Programming (NLP) expert Daryll Scott, one of only four accredited NLP Developers in the UK, Neuro Agency has previously worked with brands including Microsoft, Apple, Deloitte, Barclays and Pret-a-Manger. By bringing tremendous insights into human behaviour and psychology back into an agency environment, Scott aims to position Lab as industry leaders in the emerging field of Neuromarketing.

Scott said of the merger: “Out of a fascination of what makes people tick and what makes people click, and wanting to join the dots in my career from creative industries and applied psychology, I developed a bureau service for agencies doing Neuromarketing. I worked with a broad range of really great agencies, but in the end, I decided to join Lab. The reason is that they are the most playful, curious, passionate bunch of people who are also highly technically competent at what they do. This gives us a really fantastic opportunity to push the boundaries in terms of research and development over the next couple of years.”

Founder and managing director of Lab, Jonny Tooze, said: “I knew our collaboration with Neuro Agency would be fun and interesting, but I honestly didn’t expect it to work this well. We’re now creating neuro-frameworks, which guide our creativity and ideas. Before we were experts in research, analysis, creative design, planning and execution – but we realised that combining those skills with a true understanding of humans would create something special. It has and I’m bloody excited about it.”

Neuromarketing is the art of finding out what’s going on in the emotional, irrational consumer. Applying techniques and methods from neuroscience in combination with biofeedback devices enable researchers to find out what’s really going on when human beings make complex choices.