Kochstrasse™ Agentur für Marken, based in Hanover, develops campaigns and designs that address people’s non-consciousness. This sounds a bit like magic but is actually rooted in science. Originally founded as a traditional advertising agency about 20 years ago, the company with its 45 employees has in recent years specialised in neuromarketing and works closely together with researchers at universities in Hanover and Bonn. Even though most humans consider themselves to be rational beings, we indeed make about 95 per cent of our decisions non-consciously. Shopping, for example, is influenced by processes in our brain that we are not even aware of. So, when companies develop a marketing and sales strategy it makes sense to consider the effect of non-conscious decision-making and embrace it in their strategy.