Ogilvychange to open in Australia out of the Ogilvy Sydney office
Sam Tatam, Rory Sutherland and David Fox
Behavioural economics and psychology agency Ogilvychange is set to open in Australia, operating out of Ogilvy’s Sydney office.
First established in the UK by behavioural science experts Rory Sutherland and Jez Groom in 2012 the behavioural science practice aims to bring world-class research in cognitive psychology and behavioural economics to Australia, and will be led by Sam Tatam who holds an MA in psychology and has recently returned from London where he worked closely with Sutherland and the Ogilvychange management team.
Ogilvy Australia CEO David Fox said: “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.
Why do marketers not get emotional? Look how rational beer advertising is becoming. That super dry ad should be an embarrassment to the marketing team.
It takes a management team this long to work this out? Every creative with a folio from as far back as you can remember could have told you this… sorry, WAS telling you this, now you make out like it’s your idea? haha! Maybe you should listen to the people you employ.