How behaviour-led design can increase the effectiveness of your creative marketing and communications

95% of human decisions are made subconsciously and intuitively, guided by our biases and emotions. Yet traditional marketing and communications are usually designed for conscious, rational thinking and too often fail to effectively influence behaviour.

Ian Birkett and Benjamin Buckby will be sharing the latest behavioural insights and neuro-design tactics on how you can optimise your creative marketing and communications to work with – not against – the realities of human decision-making.

Our Creative Director Ian has been in design for more than 25 years, delivering insight-led campaigns and brands for clients including Asda, Unilever, Anglian Water, FCC Environment, Microsoft and WWF. For WRAP’s national recycling programme Ian created the instantly recognisable recycling loop found on millions of print and packaging items across the UK. He also regularly delivers classes on the use of brand communications to deliver behaviour change.

Joining Ian is Benjamin, our Head of Behavioural Science. He has worked in the business of choice for over a decade, helping companies to leverage behavioural science to increase their effectiveness. His clients include RBS, Toyota Financial Services, Shop Direct, ITV and WWF International, amongst many others. He is a proud winner of a Nudge Award – the world’s first behaviour change awards – and regularly delivers behavioural science training for the Market Research Society and many of our clients.

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