Does reverse psychology work in ads? Sure, sometimes. And sometimes, just plain old psychology. In this Mobile Heroes Uncensored, we chat with Philippa Layburn, UA manager for Trailmix, the games studio that makes games snackable … yet somehow nourishing. Philippa tells hosts John Koetsier and Peggy Anne Salz about her background in psychology and how that impacts her marketing and advertising, as well as her focus on science and math. We chat about creative winners and losers, Super Bowl ads, A/B testing, and how to come up with truly creative ideas for new ad campaigns. Timestamps 0:00 Philippa Layburn, UA manager for Trailmix 3:30 Merge games 4:45 Art and science in advertising 10:30 Quirky ads: yes or no? 13:00 Hook rate 15:30 Winning vs losing ads 26:00 Least censored opinion about mobile marketing