#ogilvychange combines the latest thinking in cognitive psychology, social psychology and behavioural economics with communications expertise to influence people’s behaviours and purchase decisions.
Ogilvy & Mather (O&M) is further expanding the global footprint of #ogilvychange, a Behavioural Sciences Practice born in London in 2012 that utilises the latest thinking in cognitive psychology, social psychology and behavioural economics to influence people’s behaviour and purchase decisions in the real world. Singapore is the third city globally to launch the Practice following Prague, and marks the first in Asia Pacific.
Rory Sutherland, Vice Chairman of Ogilvy & Mather UK and Co-Founder of #ogilvychange, explained: “For marketing to improve, we must abandon the complete over-reliance on two pre-existing models of human behaviour and decision making which have had too much sway over marketing decisions for too long. The first is the assumption that markets behave according to price and demand curves, which is very often not the case. The second is the idea that people can accurately tell you what they want, how they choose and what they prefer. What we’re discovering through Behavioural Economics is that large parts of the human brain involved in decision making aren’t even accessible to introspection, let alone description, so attempting to pursue marketing by simply asking people to explain what they want to market researchers is sometimes dangerously wrong and at best incomplete.”
Sonal Narain, Head of #ogilvychange Singapore & Regional Planning Director, commented: “We are launching #ogilvychange in Singapore because we see a strong business case for it in this market, and have already been applying Behavioural Science principles to our working philosophy for some time, and with great success in recent campaigns for the public sector. That said, this approach should be adopted by any organization or business that wants to make a positive business or social impact as better understanding of the true motivations of human behaviour makes a significant difference in end results and effectiveness.”
For more Little Ideas from Big Thinkers visit www.ogilvychange.com or follow @ogilvychange on Twitter.
Rory Sutherland introduces #ogilvychange and the reasoning behind its creation- watch the video here
(also featured at the top of the post)