01/10/2009ARCHIVED44 Club event: Behavioural Economics - let's get practical

At a sell-out 44 Club in June IPA President Rory Sutherland enthused the industry about how behavioural economics would help us raise our game, promote the value of marketing ideas, and really get to grips with understanding how all communications disciplines can work well together.

This next event, on Wednesday 2nd December, in what promises to become a 44 Club series, is designed to take our understanding to the next level, by getting practical and putting behavioural economics to the test.

Chaired by IPA Head of Marketing Janet Hull, and with an introduction and wrap up by Rory Sutherland, it will be led by IPA Behavioural Economics Consultant Nick Southgate. Nick will take us through his latest research and development into Choice Architecture, and will brainstorm with us about how this new learning can be applied to our clients' brands and communications strategies.

According to Rory’s article in Campaign 23rd October edition (pg. 22): “choice architecture is one of the richest seams for our industry, and the one we believe we should make into a special subject for priority investigation of its potential applications”.


Biographies:

Janet Hull
Head of Marketing and Reputation Management, IPA

Janet rejoined the IPA in September 2003 as Consultant Head of Marketing and Reputation Management, and is responsible for research, strategy and content development for IPA programmes aimed at key influencers on marketing investment and reporting decisions. She has over 20 years’ experience in account handling, strategy, business development and management roles in advertising (AbbottMeadVickers and Y&R), public relations (Burson-Marsteller) and corporate and brand identity (Lewis Moberly). Janet is a member of the Marketing Society, the Worshipful Company of Marketers, and WACL. She also lectures in branding and communications at Regents Business School. Janet has an MA in Modern Languages from St Anne’s College Oxford, a post-graduate diploma in European Marketing from Napier, and a distinction in the IDM diploma.


Rory Sutherland
IPA President and Vice-Chairman, Ogilvy Group UK

Known for his blogs on Brand Republic and column in The Spectator magazine, Rory joined the industry in 1988. He was promoted to Head of Copy of OgilvyOne in 1995, Creative Director in 1997, Executive Creative Director in 2002, and more recently was promoted to Vice-Chairman of the overall Ogilvy Group in the UK, as a longstanding champion of new media and of the agency's 360-degree approach. He was President of the Direct Lions Jury at Cannes Festival in 2007 and has been an active member of the IPA for many years as a member of Council, Chairman of the Creative Forum (2005 to 2007), Chairman of Judges for the 2006 Best of Health Awards and was elected as President of the IPA in 2009. He was awarded the 2009 Andi Emerson Award at the New York Caples Awards for services to Direct Marketing.

Nick Southgate
IPA Behavioural Economics Consultant

Nick Southgate began his advertising career at Ogilvy & Mather as a graduate trainee in the planning department. There he cut his teeth on brands like Lucozade Sport and Eagle Star and on various COI projects.

He joined Cogent Elliott in 2002 and in 2004 moved to dfgw (formerly Duckworth Finn Grubb Waters). There he worked on more COI business, this time with HMR&C, as well as with Kerrygold Butter and Expedia.

In 2007 he moved to Grey London as a Planning Partner. There he worked on Nokia, Visa and Toshiba producing the ‘Timesculpture’ film that also made Campaign’s TV Top Ten and helped dramatically revive Toshiba’s fortunes.

Nick now works freelance on a myriad of projects that include Grey’s GSK portfolio in the UK, the IPA’s Behavioural Economics initiative and The School of Life, the educational institute founded by Alain De Botton.

Before entering advertising Nick obtained a PhD on the philosophy of personal identity from Durham University. His philosophical background informed his award winning 2003 paper ‘Coolhunting With Aristotle’ one of many papers he has given at MRS Conferences. He maintains close contact with the research industry, judging on the MRS Excellence Awards, Research magazines awards and chairing sessions at the MRS Conference. 

Programme:
6.00pm Drinks Reception
6.30pm Introduction — Janet Hull
6.35pm Presentations — Rory Sutherland and Nick Southgate
7.30pm Q&A Session
8.oopm Close

Tickets cost £20 + VAT for members and £40 + VAT for non-members.



Please note, bookings requesting to be paid by invoice will incur a 10% administration fee, and tickets will not be refunded 48 hours before the event, unless a waiting list is in operation

THIS EVENT IS SOLD OUT. APOLOGIES FOR THE INCONVENIENCE.