David Timm is now CMO of Pizza Hut in its US heartland as part of the Yum! Brands group. He made waves within the company having served as CMO for Yum’s KFC business in the UK & Ireland. While there, Timm tried to move away from the formulaic fast food structure, with KFC embracing new food trends such as pulled chicken. Timm is fascinated by triggering responses after being introduced to the latest neuroscience techniques while previously CMO of KFC South Africa. “It totally challenged the underlying assumptions that marketing has been based on,” he says. “In particular, that decision-making is driven by emotion, not reason; that the mind is associative, not linear; and that memories shape decision-making.”