Power of Print 2025 – Simon Harrop, The Aroma Company

Simon Harrop – Founder, The Aroma Company

Simon believes passionately that digital communications are limited in their ability to engage and drive emotional response. Printed material has the opportunity to communicate with an enhanced impact because it stimulates multiple senses. We saw data that supports this. So, if this is true, what can we do to enhance printed communications by adding sensory value? To address this fantastic opportunity and to challenge the over-reliance on purely digital, let’s look at a few examples to reveal how it can be done.

A background in brand marketing management combined with a strong belief in the power of the sense of smell led Simon to form The Aroma Company in 1993. In his role as a sensory expert, Simon has enjoyed extensive public profiling through media such as the BBC, NBC, International Herald Tribune, Brand Strategy and the Sunday Times.

Simon has created sensory strategies for brands such as British Airways, P&G, Harrods, Bank Muscat, MSC Cruises, Majid Al Futtaim, McDonalds, Unilever, GSK and General Motors.

Listen to the audio recording of the presentation by clicking play in the below bar.

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