TBA Opens in Melbourne, Promotes in Sydney

In Australia, behavioural economics specialist The Behavioural Architects (TBA) has hired former Kantar TNS exec Sam Paul as Managing Partner to open its new Melbourne office; while in Sydney, Melissa Gill has been promoted from the role of Head of Behavioural Strategy to Managing Partner.

Launched in 2011 by three former leaders of WPP-owned global trend research consultancy TFC, the firm uses behavioural science to build innovative means of understanding and changing behaviour. Paul joins the new Melbourne office from Kantar TNS, where he served as Senior Consultant - Employee and Customer Strategy, applying psychology and behavioural economics to help large corporations shape their customer and employee strategies. He has an organizational psychology background, with specialist expertise in employee engagement and wellbeing, change management, behavioural economics, and voice of customer measurement design and activation.

Gill has been promoted after five years with the company, working on category turnaround, innovation, communication, training and customer experience projects. Both join TBA Australia founder Mike Daniels, who comments: 'These two people are extraordinary talents, valued by clients and colleagues alike. I am delighted to have such partners to help drive our business - these are exciting times for the application of behavioural science'.

Web site: www.thebearchitects.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.