APG to hold Melbourne event on behavioural change

The Account Planning Group is to hold an event in Melbourne on behavioural change featuring author Mark Earls.

The announcement:

The Account Planning Group (APG) is set to explore how social context shapes mass behaviour for its upcoming Melbourne event.

The APG & agency Sputnik will host renowned author and consultant Mark Earls, who will speak to his premise that “the Nudgers (Behavioural Economists), the Neurononsensers (Brain Obsessives) and the Evolutionary Psychologists are all looking in the wrong place to understand and unlock behaviour change.”

Mark is a former account planner who brings over two decades worth of professional experience popularising contemporary behavioural and cognitive science for marketers and market researchers.

‘‘When Mark told me he was going to be in town I thought this was the perfect opportunity to partner with the APG to offer the Melbourne planning and creative community a chance to hear him share his ideas. Mark’s work has been hugely influential on my thinking and also a major influence on the evolution of the planning discipline as a whole in the last decade so it’s great to have him here in person.’ Eaon Pritchard, Director of insights and innovation, Sputnik


We’re really pleased to bring a planning legend like Mark Earls to Melbourne for this special presentation, he is without doubt, one of the most recognised planners in the industry and his recent work has inspired many to question the way we think about behaviour change and its possibilities. Sudeep Gohil, CEO Droga5 and APG Chairman.

Formerly with Ogilvy Worldwide and St Lukes, Mark Earls, together with Professor Alex Bentley, has pioneered award-winning diagnostic tools to identify whether behaviour is spreading socially or through independent choice.

Mark’s award-winning books HERD and I’ll Have What She’s Having (with Professors Alex Bentley and Mike O’Brien) are widely read and discussed.

Leading HERD Consulting, Mark has worked with organizations as diverse as Channel 4 TV, British Airways and The Gates Foundation. Mark is a fellow of the RSA, an Ambassador of The School of Life, a Business Leader of The Marketing Society and teaches the Behaviour module for The IPA Diploma of Excellence.

Event details:
6.30pm – 8.00pm, Wednesday 24 October
Upstairs at The Royal Saxon – 545 Church St Richmond, Melbourne 

APG Members – $40 Book here.
Non APG Members – $55 Book here

Source: press release


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