Applying BE to
the client-agency relationship
A panel of industry experts join David Wethey to examine how BE can be applied to overcome bottlenecks in client-agency relationships.
We’ve spent the last two years looking at how Behavioural Economics (BE) can help us change consumer behaviour. Now here's the chance to look at how it can change our own behaviour too.
At the SOCI on Monday 28th February, IPA President, Rory Sutherland introduces David Wethey, BE Think Tank member and Founder of AAI at an exclusive IPA event.
Building on the seven key Behavioural Economics principles of 1) loss aversion, 2) the power of NOW, 3) scarcity value, 4) goal dilution, 5) chunking, 6) price perception and 7) choice architecture - David will put forward a view on how BE can be applied in the client-agency relationship. In particular he believes that BE can make a critical contribution to decision making in client briefing. He will also touch on the potential for Choice Architecture to improve the client-agency relationship in areas like pitching and remuneration.
The session will conclude with a panel discussion with speakers offering their perspective on the topic, including chair of the IPA Finance Policy Group Chairman Colin Fleming, COO at AMV BBDO, Alison Wright, Strategy Director at Engine, Richard Woodford, Category Manager (Marketing and Advertising) at News International Group and Chris Hirst, CEO at Grey London.
David WetheySince 1988, David has been the Founder and Chairman of AAI, one of the world's leading specialised management consultants to the advertising communications industry. He also works extensively with the Incorporated Society of British Advertisers (ISBA) and the Marketing Society, and with several national World Federation of Advertisers (WFA) members developing new and more effective contractual and remuneration models. In April 2007, he was awarded an Honorary Fellowship by the IPA for services to the Client/Agency relationship.
Colin Fleming
Colin joined BBDO Europe HQ in 2000 where he spent four years. He missed chasing timesheets so my much that he joined AMV BBDO as Financial Controller in 2004 and one year later he was made Finance Director. In January 2010, Colin was appointed COO at AMV and has served on the IPA Finance Policy Group since March 2006.
Alison Wright
Alison joined Engine as Strategy Director in 2008, following a stint as Marketing Director of Egg and Prudential. She is committed to the use of behavioural theory for two reasons: firstly, it supports her belief that agencies must deliver measurable, real world, behaviour change for their clients, not just changes of awareness and attitude; secondly, she has served as a Non-Executive Director of the Personal Accounts Development Authority, the DWP organisation delivering low-cost, auto-enrolment pensions from 2012 – a classic use of defaults in public policy. Prior to joining Egg she spent her career in creative and media agencies, running a wide range of accounts, including the AA, Santander, Alliance & Leicester and Britvic.
Richard Woodford
Richard Woodford - Category Manager (Advertising and Marketing) at News International who is the current Chair of COMPAG and active member of the ISBA Exec. He has been working in the field of Marketing Procurement for 10 years previously at Compass, Cadbury and MSD before landing at Media Owner News International. A strong practitioner of Value in Marketing with the quality of the final product being the most important.
Chris Hirst
Chris is a graduate of Oxford and Harvard Business School. He joined Grey in 2003 as Managing Director following 4 years stints at BBH and Fallon. He was made CEO in January 2010.
During his time at Grey the agency has been transformed from a dull outpost of a US network to one of the most dynamic agencies in London.
Tickets cost £30 plus VAT for IPA and ISBA members, £50 plus VAT for non-members
Programme
6.00pm Drinks reception
6:45pm Introduction — Rory Sutherland
7.00pm Keynote: David Wethey
7.30pm Panel discussion
7.50pm Q & A
8.00pm Close
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.