Ogilvy & Mather Has Launched A Behavioral Science School

August 16, 2013 Leave a comment

Ad Agency Launched A Behavioral Science School

JESSICA DAVIES, THE DRUM AUG. 15, 2013, 9:30 AM 185

Ogilvy & Mather’s behavioural sciences practice #ogilvychange has launched its first summer school, giving students the chance to work on live marketing briefs. The school has chosen six university students from 70 applicants, all of whom have proven they are well-read in behavioural sciences literature and can apply their knowledge beyond the theory and outside their own laboratories. The course, which kicked off this week, will begin with a crash-course in applying behavioural science, before moving on to work on live behaviour-change marketing briefs with specialist teams from across the Ogilvy Group businesses. The will work alongside leading advocates of behavioural economics, including Ogilvy’s vice chairman Rory Sutherland and Dr Nichola Raihani from UCL. Ogilvy & Mather UK’s vice chairman Rory Sutherland said the advertising and marketing industry would benefit from having more psychologists and behavioural economists. “The new media world, and the new behavioural tasks we are being required to solve, make this an imperative. “But there is another reason, too. I would like them to explain why in God’s name the marketing function has for 50 years assumed it has absolutely nothing to learn from academic psychology,” he said. The positions were publicised at “top-tier” universities that offer psychology and behavioural sciences degrees, across social media sites and the IPA student careers website. Ogilvy & Mather launched #ogilvychange earlier this year.

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