Ogilvychange to open in Australia out of the Ogilvy Sydney office

 Sam Tatam, Rory Sutherland and David Fox

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.

“In addition, behavioural change is often brought about by small changes, which can bring about immense effects. Behavioural science helps to map and explain these behavioural patterns and their net results; it brings clear explanation to what is essentially primitive and unconscious thinking. This is obviously of huge value to any brand, government or other organisation trying to influence behaviour, from stopping smoking, reducing road accidents or other behaviour-driven issues.

“However, behavioural change as a marketing discipline is still really in its infancy in Australia. We see a real opportunity to drive it from emerging to established, and tap into some of the world’s most pre-eminent experts from across the globe to assist both existing, and future clients.”

The Australian Ogilvychange will replicate the model used overseas with a team of experts working alongside a community of behavioural science experts.

It has recently launched in both Prague and Madrid earlier this year, as well as Singapore.


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