Ogilvy & Mather are bringing a bit of science to its Australian operation with the launch of #ogilvychange.
First launched in the UK and most recently expanding to Singapore, #ogilvychange merges the practices of cognitive sciences with communications in order to influence people’s behaviour and purchase decisions, according to the agency.
The Australian arm of #ogilvychange will be based out of Ogilvy’s Sydney office and led by Sam Tatam.
Tatam, who holds an MA in Psychology, recently returned from London where he worked closely with behavioural science expert Rory Sutherland and the #ogilvychange management team.
“Advertisers have long known that humans are emotional first, and rational second. Neuroscientists and academics are also often of the view that most of our decision making is done by gut feel, not direct thought,” Ogilvy Australia’s CEO David Fox said.
“In addition, behavioural change is often brought about by small changes, which can bring about immense effects. Behavioural science helps to map and explain these behavioural patterns and their net results; it brings clear explanation to what is essentially primitive and unconscious thinking. This is obviously of huge value to any brand, government or other organisation trying to influence behaviour, from stopping smoking, reducing road accidents or other behaviour-driven issues.
Fox said the Australian #ogilvychange would replicate the model used overseas; an Ogilvy team of experts working alongside a community of behavioural science experts, including leading academics and those applying these insights in the real world.
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