Callum Gould is Head of Insights at Saddington Baynes, running its Engagement Insights® consultancy service, which measures the emotional impact of campaign imagery. This is a world-first for a creative production studio and an entirely new way to measure brand perception with the power of neuromarketing. Callum is continuously developing Saddington Baynes' in-house expertise of behavioural sciences and leveraging this knowledge to pioneer neuro-led creative production.