Over the past 5-10 years, neuroscience in general, and biometric tools in particular, have become a valuable tool in the marketing process. However, several methods within this toolbox lack transparency, making it difficult for clients to understand how insights were reached and how techniques were validated. The current commercial favourite tool is electroencephalography (EEG) due to its high temporal resolution and (to some extent) ease of application. Results can be used to understand the brain activation patterns that signal effective advertising. These insights into effectiveness and creativity can be applied to the creative development process, without doubt a topic of interest for both advertisers and marketers.