Behave Launches in Germany

Behave, the behavioural consultancy within Serviceplan Group's House of Communication UK, is launching in Germany, with a new team in Munich led by Karin Immenroth, Global Chief Data Officer at Mediaplus, and Global Director Minh Nguyen.

At the same time, Behave is rolling out a new AI-powered suite of products, Behave.AI, which taps a proprietary knowledge database of behavioural science principles, analysing marketing and campaign data to uncover underlying patterns of behaviour.

Behave was established in 2019 as an independent agency within what was then Total Media Group, and is now known as Mediaplus Group UK. Behave combines behavioural science models and experimental design with strategic consulting, data and AI-driven analysis, working to understand and predict decision-making processes, and feed this into marketing strategy.

Will Hanmer-Lloyd, Head of Behave UK, says the move into Germany is 'a significant step,' and explains: 'It strengthens our behavioural science capabilities and sharpens our differentiation across research, planning, content and AI. In the long term, we are building a proprietary behavioural knowledge system, in which the team in Germany will play a central role.'

'With Behave.AI, we are integrating behavioural research where it becomes particularly effective for media: at the intersection of strategy, data and technology,' states Immenroth (pictured). 'The new unit strengthens our behavioural science capabilities and expands our expertise in research and planning. This enables us to create global solutions based on a deeper understanding of human behaviour while making decisions faster, scalable and verifiable through AI.'

Web site: www.house-of-communication.com .

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