Taking out the guess work
Has anyone here heard of The Nudge Unit? Most of you, good.
Now here are two facts you may or may not know – the first is that it’s actually called the Behavioural Insights Team (BIT). The second is a far more interesting piece of information. The American government has taken the British government’s lead and is setting up its own version of The Nudge Unit. It’s being headed up by Maya Shanker (new senior policy advisor in the Office of Science and Technology Policy at The White House) and her job is to make policy decisions more accountable to behavioural science.
(Ok, I think I got rid of the pretenders – any creatives still reading?)
So Shanker is currently on a recruitment drive and is looking to place behavioural researchers into several government agencies.
This is the beginning of her ad looking for people: “A growing body of evidence suggests that insights from social and behavioural sciences can be used to help design public policies that work better, cost less, and help people to achieve their goals.”
Why is this interesting? Well, firstly it means that for the first time policy decisions will be driven by science and real humanistic understanding (not hypothesis). Nudge learnings have contributed to getting people back to work quicker after injury, increased academic performance, getting people to pay more of their fines on time, and getting retirees to save more. Behavioural science is winning in the quest to deliver public policies that are more effective and more efficient.
The second reason it’s interesting is that it can so easily be applied to advertising and brand building. Currently, most communications strategies are developed in much the same way government policies are (pre-Nudge) – namely ‘I think this might be a good idea, and because it’s my thought I think it’s right, therefore I’ll find some evidence to support my thought, and make a story out of it. And that will be the strategy’. Sound familiar?
However, times are changing rapidly. The embracing of behavioural sciences means that strategies are now going to have to be somewhat more accountable, and in so doing they are more likely to be the right thing to do.
Some years ago I changed my title to the self-aggrandising ‘global head of behavioural science’ (or ‘global head of BS’ for short). Most people who work agency-side will believe that behavioural science still isn’t as sexy as being an ‘account planner’ or ‘head of strategy’.
However, the thing I dislike most about ‘head of strategy’ is that mostly it’s just about being an ‘intuitive planner’. Another word for intuition is ‘making stuff up’. Now, if you’re good, your intuition is good, and you’re probably a good planner. However, the difficulty is that there is not an easy way to replicate that or build a ‘planning discipline’ around that.
If, on the other hand, you embrace behavioural sciences and develop frameworks and structures that help get to the answers that help then perhaps there are building blocks to develop strategies within which the intuition can fall.
The UK, and now US, governments no longer rely solely on intuition to solve problems because we are now unearthing so much stuff about how bad our own thinking is, and how prone to thinking errors we actually are, so they are moving to behavioural economics (or behavioural sciences) for the answer. Or they are at least embracing those techniques so they have a better understanding of where the answer may be. So too will we see advertising and marketing companies embrace the behavioural sciences in a meaningful way.
I know some of us are already starting to do this (Naked has been on this journey for years), but it’s happening sporadically and still is not the norm – especially for the larger ‘above the line’ agencies around town.
The reason for this is that advertising has until now been fiercely unscientific. Advertising has fundamentally rejected any science from entering its agencies. And here’s the reason why: the executive creative director.
The ECD is still the king of most agencies, and, truth be told, a) their job is hard enough already, and b) science hasn’t contributed much to date. Hence, if I were them I wouldn’t be in a mad rush to embrace it either.
However, I think the ECDs should consider themselves ministers of various government departments.
The government has mandated the Nudge Unit move-in, therefore the quicker you embrace it, the smoother the transition will be.
That transition is from ‘creativity is king’ to ‘creativity and science are king and queen’. If the ECD (king) embraces it then it’s up to the Queen (in this metaphor the queen is head of planning) to change their planning department and ensure it’s grounded in science and not intuition (making stuff up).
The upside of this new model (science and creativity working hand in hand) is that the industry will start to see more consistent evidence-based and results-driven solutions that we can learn from. That is, we’ll be able to build on what works and what doesn’t a bit like how social and behavioural sciences currently do.
So, Dear Mr Creative, please accept science into your agency, and Dear Ms Planner, bone up on this stuff – it’s only just the beginning.
Adam Ferrier is founder and global head of behavioural science at Naked Communications.
This article first appeared in B&T magazine.
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.