Ogilvy’s Behavioural Sciences Practice Launches in Australia

Ogilvy’s Behavioural Sciences Practice Launches in Australia
SHARE
THIS



Behavioural science practices, #ogilvychange, is opening in Australia, bringing research in cognitive psychology and behavioural economics, and a network of global academic connections to our shores.

First established in the UK by renowned behavioural science experts Rory Sutherland (Vice-Chairman, Ogilvy & Mather UK) and Jez Groom (Director of Strategy Integration) in 2012, the practice combines the gravitas of cognitive sciences with the communications expertise of the world’s largest advertising network, to influence people’s behaviour and purchase decisions.

Since launching overseas, #ogilvychange has worked on some of the globe’s biggest brands and with leading organisations to map and change people’s behaviour. While still viewed by many as an emerging marketing science, the reach of #ogilvychange continues to expand, launching in both Prague and Madrid early this year, and most recently in Singapore.

Now the model will be utilised in Australia, based out of Ogilvy’s Sydney office and led by Sam Tatam. Tatam, who holds an MA in Psychology, recently returned from London where he worked closely with Rory Sutherland and the #ogilvychange management team.

“Advertisers have long known that humans are emotional first, and rational second. Neuroscientists and academics are also often of the view that most of our decision making is done by gut feel, not direct thought,” explained Ogilvy Australia’s CEO David Fox.

“In addition, behavioural change is often brought about by small changes, which can bring about immense effects. Behavioural science helps to map and explain these behavioural patterns and their net results; it brings clear explanation to what is essentially primitive and unconscious thinking. This is obviously of huge value to any brand, government or other organisation trying to influence behaviour, from stopping smoking, reducing road accidents or other behaviour-driven issues.

“However, behavioural change as a marketing discipline is still really in its infancy in Australia. We see a real opportunity to drive it from emerging to established, and tap into some of the world’s most pre-eminent experts from across the globe to assist both existing, and future clients.”

Fox said the Australian #ogilvychange would replicate the model used overseas; an Ogilvy team of experts working alongside a community of behavioural science experts, including leading academics and those applying these insights in the real world. Fox said the practice was currently in discussions with a range of Australian academics to be part of the model here, but in the meantime would utilise the “significant reach of #ogilvychange’s global network to provide our clients with the best behavioural thinking in the field”.

Speaking about the new Sydney-based practice, Sutherland said the timing was right to expand into the Asia-pacific region.

“It’s very clear that the appetite and need for behavioural science in this country is huge,” he said.

“That’s partly because the beauty of behavioural science is the results can be applied across a range of marketing disciplines, from creative through to direct, digital and beyond. Because of the breadth of Ogilvy Australia’s offering here, the work of #ogilvychange obviously has huge potential.

“It’s also because we have an incredible opportunity to better understand how Australians think, decide and act, and develop the right – and most effective – marketing campaigns as a result. I’m thrilled that #ogilvychange can bring its expertise and approach to Ogilvy Australia which is renowned for being forward thinking, and driven to constantly evolve its offering. We can’t wait to start working with the team and its clients here.

“I have also been particularly impressed by the NSW Government’s behavioural insights team who are doing great work in the field already,” he added.

Ogilvy Australia is part of STW, Australasia’s leading marketing content and communications group.

Image from left to right: Tatam, Rory Sutherland, David Fox.

Latest News

Exclusive Study: Advertisers Failing To Keep Up With Australian Women’s Evolution
  • Advertising

Exclusive Study: Advertisers Failing To Keep Up With Australian Women’s Evolution

Bauer Media Group has pulled back the curtains on Aussie advertising, and women’s representation within it, thanks to exclusive new research. According to ‘The Significant Semiotics Study’, advertisers are failing to keep pace with the evolution of Australian women with two emerging ‘codes’ redefining what it is to be a woman in 2018. The results […]

Audi Go From Kung-Fu Fighting To Lionel Richie Cool In Action-Packed New Spot
  • Campaigns

Audi Go From Kung-Fu Fighting To Lionel Richie Cool In Action-Packed New Spot

With foot massages, mini bar and reclining leather seats, the new Audi looks a luxurious vehicle indeed. And the German car marque is playing the fun card in a new campaign spruiking the vehicle’s impressive tech credentials. Created by BBH London and called “Escape” the ad starts out with some fast-paced karate action and plenty of bad […]

by B&T Magazine

B&T Magazine
Study: 57% Of Aussies Use Voice Search
  • Technology

Study: 57% Of Aussies Use Voice Search

iProspect has released The Future is Voice Activated – a bespoke research piece that investigates voice adoption and usage across smartphone owners in Australia, China, India, Indonesia, Japan and Singapore. The white paper uses these findings to outline implications for marketers when crafting their voice strategies across the six markets. Together with insights consultancy idstats, […]

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

Study: Young Marketers Prefer A Big Salary Over Social Good
  • Marketing

Study: Young Marketers Prefer A Big Salary Over Social Good

A new study has found that graduate marketers are more interested in a sizeable pay packet and believe that comes from working for a big, established brand over an innovative start-up. The study – admittedly British – was performed by the UK’s The Chartered Institute Of Marketing and quizzed students aged 17-19 who were just about to […]

by B&T Magazine

B&T Magazine
APN Outdoor Signs New Five-And-A-Half Year Deal With Sydney Airport
  • Advertising
  • Media

APN Outdoor Signs New Five-And-A-Half Year Deal With Sydney Airport

APN Outdoor has announced it has signed a landmark new agreement with Sydney Airport. The five-and-a-half year agreement extends APN Outdoor’s existing contract with Sydney Airport covering advertising assets across all domestic and international terminals plus external billboards approaching and within the Sydney Airport precinct. The extension of the partnership between APN Outdoor and Sydney Airport […]

adblock popup web banner concept. isolated vector
  • Opinion

How to reach the unreachables

In this opinion piece, Acast CEO Ross Adams (pictured below) discusses the fraught relationship between businesses and adblocking consumers, also known as, the unreachables. In a world of media saturation and shrinking attention spans, it’s increasingly difficult for marketers and advertisers to get cut-through in the ad-supported noise. Audiences are quick to press the skip […]

Opinion

by B&T Magazine

B&T Magazine
Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer
  • Advertising
  • Marketing
  • Media

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer

Full-service boutique advertising agency Sweeney Advertising has announced five new business wins, adding $10 million in annualised billings. The agency’s new clients are real estate network Century 21, wealth creation and management company InvestSMART, online streamlined options trading platform HighLow, Japanese restaurant chain Sushi Hub, and swimming pool and accessories distributor Bestway Australia. Sweeny Advertising […]

Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine