AnalogFolk Launches Behavioural Transformation Arm

In London, full-service digital creative agency AnalogFolk Group (AFG) has launched a business called MindWorks Consulting, which will apply behavioural economics to identify and influence changing customer behaviour.

MindWorks comprises a team of behavioural economics, data and technology execs, who help clients achieve their business transformation goals and react to changing business and customer needs by embedding behavioural science methodologies into their organisations. It is led by Brad Herholdt, CEO; Michelle Watson, Principal Behavioural Partner; and Mark Barry, Principal Consulting Partner - all of whom previously worked together at AFG.

Bill Brock, AFG's founder, will work closely with the team in his role as Chief Client Officer, and MindWorks will work alongside AFG, and the group's content production company Untold Fable, and automation and tech engineering company With Robots, which were both launched last year.

Brock explains: 'The MindWorks founding team has been proving out their methodologies across a number of AFG's leading clients over the past few years, allowing them to quickly identify business opportunities and help them change direction based on a real-time understanding of customer behaviour. It's that success that has led to us making it a formal offering by launching MindWorks'.

Web sites: www.afgmartech.com and www.mindworksconsulting.com .