Program for marketing science and behaviour change conference MSiX revealed

The full speaker lineup for this month’s MSiX – Marketing Science Ideas Xchange – conference has been revealed.

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Ferrier offered an introduction to marketing science at this year's Mumbrella360

Ferrier offered an introduction to marketing science at this year’s Mumbrella360

The conference is the first one of its type dedicated to understanding the science of marketing and how it influences behaviour change. MSiX is being curated by consumer psychologist Adam Ferrier and organised by Mumbrella’s parent company Focal Attractions.

As Mumbrella has previously reported, the Sydney event, which takes place on July 30 and 31, will see a keynote from acclaimed advertising speaker Rory Sutherland, vice chairman of the Ogilvy Group in the UK.

The conference is targeted at marketers, strategists, planners, researchers and creatives.

Topics and speakers on the programme include:

  • Alex Gyani, senior adviser to The Behavioural Insights Team. The Behavioural Insights team was launched within 10 Downing Street in the UK and is now partly owned by the British government. It is the world’s first government institution dedicated to the application of behavioural sciences. Gyani will share his insights into what brands can learn from governmental organisations about influencing public behaviour.
  • Sutherland will put the case for behavioural economics as a tool to apply to all marketing and as a means to contribute to business outcomes in the boardroom.
  • Paul Fishlock, principal of Behaviour Change Partners, will show how adland’s best brains instinctively use decision science in their work. Fishlock (the original F in BMF) also spent years as ECD of the celebrated Australian agency The Campaign Palace.
  • John Williams, managing partner of PWC’s The People Business, will talk about using behavioural economics to design websites and systems to change mass behaviour. He will share examples from the airline industry and financial services.
  • Ferrier – chief strategy officer of Cummins & Partners – will lead a mystery experiment demonstrating behavioural science at work which will take place on the day.
  • Meanwhile two teams will tackle live briefs through the application of behavioural economics.
  • Behavioural psychologist Mike Daniels will use his background as a qualitative researcher to explain how research can be made more scientific.
  • Behavioural specialist Bri Williams will discuss how to use the science to develop better user experiences in digital design including how to convert more customers.
  • Dr Karen Nelson-Field of the Ehrenberg-Bass Institute, the author of Viral marketing: the science of sharing, will talk about the scientific theories behind content sharing.
  • And Liam Smith PhD, of the Monash Sustainibility Institute, will descfibe how to construct incentives to drive behaviour change.

The full program can be viewed here.

Meanwhile, the second day of MSIX will be dedicated to small workshops for a strictly limited number of delegates to apply their learnings within their own jobs. The workshop program can be viewed here.


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