O&M UK launches new Behavioural Sciences Practice

In London, Ogilvy & Mather has launched a new behavioural sciences practice called #OgilvyChange, focused on 'the latest thinking in cognitive psychology, social psychology and behavioural economics.'

O&M claims that the practice 'will have the largest, most active community of behavioural experts in the world, available exclusively for Ogilvy clients.' It will be managed by O&M's Director of Strategy Integration, Jez Groom and O&M's Vice-Chairman Rory Sutherland who has been a leading advocate of behavioural economics for the last few years.

Sutherland 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.'

Groom added: '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 will consult with leading behavioural sciences academics from both the London School of Economics and Warwick University.

Web site: www.ogilvychange.com .