Ogilvy & Mather UK launches new Behavioural Sciences Practice
29 February, 2012
#OgilvyChange will combine academic research with communications expertise LONDON
— Ogilvy & Mather UK has launched #OgilvyChange, a new Behavioural Sciences Practice utilising the latest thinking in cognitive psychology, social psychology and behavioural economics to create behavioural interventions in the real world.
Building on the behavioural economics agenda championed by O&M’s vice-chairman Rory Sutherland over the last two years, #OgilvyChange will have the largest, most active community of behavioural experts in the world, available exclusively for Ogilvy clients. O&M’s Director of Strategy Integration, Jez Groom, will oversee the practice along with Rory.
Rory Sutherland, vice-chairman, Ogilvy & Mather UK commented: “One of the first things Drayton Bird taught me as a 23-year-old direct marketing copywriter was that you should ‘start with the coupon’. Over twenty years later, I am still following his advice. In looking at any marketing problem, it pays to start by designing the behaviour you want to change, or by designing the choice you want someone to make... and then to work backwards from there. If you get this last point wrong, nothing else you do, however clever, will make any difference. On the other hand, if you get this part right, the effects can be spectacular.
What we are now discovering through Behavioural Economics is that the way people choose and act in such ‘decisive moments’ is deeply affected by forces which often defy logic and which are usually undetectable by most market researchers. The result is that marketers have suffered from a significant blind spot in their understanding of human behaviour. Removing this area of blindness should significantly improve the predictive and persuasive power of a wide range of marketing activity.”
Jez Groom, Director of Strategy Integration commented: “Whilst the public sector has been using behavioural economics techniques for some time, this approach is increasingly being adopted by the private sector and for good reason. Understanding how small nuances can influence the way people react is the key to unlocking significant marketing value - often at disproportionate cost.”
#OgilvyChange in London will consult with a panel of behavioural economics experts consisting of leading professors from the London School of Economics and Warwick University.
For further information visit www.ogilvychange.com
or follow @OgilvyChange
on Twitter. For further information contact:
Ogilvy & Mather UK
Tel. +44 (0)7345 3314
BB. +44 (0)7785459548
In 2010, the government established a ‘nudge unit’ within Number 10 charged with expanding the use of behavioural psychology theories into Whitehall’s wider policy development. About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; and direct, digital, promotion and relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com