Daniels to Lead New TBA Australia Office

UK-based Behavioural Economics specialist The Behavioural Architects (TBA) is opening an office in Sydney, Australia, adding to existing bases in Shanghai, London and Oxford. Ad planner Mike Daniels is appointed to run the new business.

Launched in June 2011 by three former leaders of The Futures Company (TFC), the firm merged with Shanghai-based agency Research Essentials at the beginning of this year. Among its promises, TBA says it can 'explain how and why consumers behave as they do, and make sense of apparent consumer irrationality', as well as 'recommending routes to nudge and steer behaviour'.

Crawford Hollingworth, TBA Founding partner comments: 'I am delighted that Mike Daniels, whom many people view as one of the best strategic thinkers in Australia, is the founding partner of TBA Australia. Mike previously ran the planning departments at DDB, Clemenger and also Ogilvy, where he became MD of the Sydney Office. Mike's background in psychology and research, along with his pioneering spirit, make him a perfect match for TBA's culture and global expansion plans.'

Daniels (pictured) joins TBA's global executive team alongside founders Hollingworth, Sian Davies, Sarah Davies, Qing Wang and Sharon Zhou.

Web site: www.thebearchitects.com .