WARC EVENT - London - 24th March

behavioural economicsin advertising

Friday 24th March, 09:00am - 12:30pm
Deloitte Auditorium, 1st Floor, 2 New Street Square, London, EC4A 3BZ

Speakers:

  • Mark Earls (HERDmeister, HERD)
  • Richard Shotton (Deputy Head of Evidence, Manning Gottlieb OMD)
  • Crawford Hollingworth (Founder, The Behavioural Architects)
  • Seamus O'Farrell (Director of Strategy & Planning, System 1 Research - part of BrainJuicer)
  • Colin Strong (Global Head of Behavioural Science, Ipsos)
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Hear from some of the great thinkers in behavioural economics and find out what you need to know about applying behavioural economics to your advertising or marketing strategy.

The morning's agenda will include:

Beyond "between our ears" - Mark Earls
Behavioural economics has proved an incredibly useful source of insight and practical guidance in marketing, communications and behaviour change. However, because it has its roots in cognitive psychology, it misses out an essential aspect of human nature and decision-making: our social brains. Mark will explore how to tell if this is going on, what kind of behaviours this covers and what kind of strategies you need to develop to deal with them.

Mark Earls is a former planner at St. Luke's, BMP and Ogilvy. He now consults under the banner of HERD. He authored the books HERD and I'll Have What She's Having (with Professors Alex Bentley and Mike O'Brien) and is a Fellow of the Marketing Society, the RSA and an Honorary Fellow of the IPA. - @herdmeister

The pratfall effect - Richard Shotton
Behavioural science has the ability to significantly improve our planning. However, too often the same few biases are incorporated into our work. In this session Richard will discuss a lesser known bias, the pratfall effect. He'll explain how it can be successfully be applied to advertising, with case studies from brands who have used it particularly effectively.

Richard is Deputy Head of Evidence at Manning Gottlieb OMD and tweets about behavioural science on the handle @rshotton. His new book on behavioural science - “Decision Day” - is available in the autumn.

We’ve Got the Power! - Crawford Hollingworth
Find out how BE is inspiring creative work in different ways, drawing on work The Behavioural Architects have done for different brands. Crawford will present a three-part journey from  executional leverage of BE to more deep strategic leverage communication development:

- The direct application on BE concepts to strengthen or inspire a piece of communication

- Deep penetrating behavioural insight into the very blueprint of behaviour that BE can provide into how to make and break habits and how this directly inspires the creative work

- Finally, the use of BE for 'in context behavioural advertising development' - working on rough ad concepts and evaluating their potential impact on 'behaviour in context'

Crawford is a founder of The Behavioural Architects and fellow of the Marketing Society and RSA. He has a background in applied social psychology and was formerly global executive chairman of The Futures Company. - @CrawfordBE

Fame, Feeling & Fluency: Behavioural Foundations For Growth - Seamus O'Farrell
How do people choose brands? Find out how marketers can influence choice, how that helps brands grow share and the most rigorous ways to measure progress.

Seamus is the Director of Strategy & Planning at System 1 Research (part of BrainJuicer). He applies knowledge from psychology and the social sciences to the development of strategies for brand development and communications. His background spans helping to run ad agencies (AMVBBDO, BBH and Leo Burnett) and marketing (Kellogg, Prostate Cancer UK).

Welcome to the Mind Economy - Colin Strong
Technology is fundamentally reshaping the nature of the consumer-brand relationship. New business models are creating huge amounts of data tracking consumer behaviour but also, importantly, revealing consumers psychological profiles. As such, growth will come from personalisation at scale, driven by a combination of behavioural science and big data. Colin will outline how the mind economy represents a new era of opportunities for marketers and advertisers but will also bring the risk of consumer alienation and ethical challenges.

Colin is Global Head of Behavioural Science at Ipsos, his book ‘Humanizing Big Data’ is published by Kogan Page.

Register for this session