Harvard Business School’s Michael Norton to headline Mumbrella’s marketing science conference MSiX



Behavioural science expert and Harvard Business School professor, Michael Norton will lead a heavyweight speaker line up of strategists, neuromarketing experts, and economists and public policy specialists at this year’s marketing science conference, MSiX.

Norton will explore how companies can gain the trust of consumers in order to increase their buying and buy in. Norton, who co-authored the book “Happy Money: The Science of Smarter Spending”, has previously been named in Wired magazine’s Smart List as one of “50 People Who Will Change the World”.

In 2010, he was awarded the Theoretical Innovation Prize by the Society of Personality and Social Psychology; and his popular TEDx talk, “How to Buy Happiness”, has been viewed more than 2.8 million times.

Other speakers at MSiX will include Nicholas Gruen, policy economist and CEO of Lateral Economics; Dr Jenni Romaniuk, associate director (international) of the Ehrenberg-Bass Institute, who specialises in brand equity and advertising effectiveness; James Hurman, founder of innovation consultancy Previously Unavailable; Sam Tatam, psychologist and behavioural science lead at #OgilvyChange Australia; Phil Harris, director of neuromarketing insights firm Nuro; Jason Collins, economist and public policy specialist; and Shadow Assistant Treasurer Andrew Leigh who’ll share ways in which behavioural economics will affect policymaking in the future.

A panel of brand owners will explore the topic of “clever data”, with speakers including ME Bank’s chief marketing officer, Rebecca James; Qantashead of customer insights, Paul Stevenson; Xero CMO, Andy Lark; and Oracle account executive, Helen Huynh.

MSiX_logoA panel of leading strategic thinkers from creative and media agencies will also debate which side of the agency fence marketing sciences should sit. Speakers include Sudeep Gohil, CEO of Droga5 who has worked with some of world’s most award winning agencies including Wieden+Kennedy and BBH; Aaron Michie, ZenithOptimedia’s chief innovation officer who has also led digital strategy at BMF and Tribal DDB; Phil Phelan, national strategy director at SapientNitro, and previously MD of MediaCom; Paul Fishlock, principal of Behaviour Change Partners and the “F” in BMF as one of the agency’s co-founders; and Howard Parry-Husbands, founder of strategic research consultancy, Pollinate.

Now in its second year, the Marketing Science Ideas Xchange (MSiX) which will be held in Sydney’s Powerhouse Museum on July 30, aims to provide a practical exploration of how brands can benefit from the interface between behavioural science and marketing. The conference is curated by Cummins & Partners’ global strategy chief Adam Ferrier, and organised in association with Mumbrella.

The conference will be followed by the inaugural MSiX Awards, which will award work that best embraces the principles of marketing and behavioural sciences to achieve marketing results.

For further information on the MSiX conference click here.

Details of the MSiX Awards can be found here.


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