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IPA Behavioural Economics Think Tank member biographies

Brief biographies of members of the IPA's Behavioural Economics Think Tank.

Les Binet Les Binet
European Director, DDB Matrix

Having read Physics at Oxford, Les took an M. Phil. in Artificial Intelligence at Edinburgh University. His research there focused on the use of computer models to study the way human beings process language. In 1987, he joined the Account Planning Department at BMP (now DDB London), where he turned his modelling skills to the problem of measuring the effects of advertising. He currently heads DDB Matrix, DDB’s in-house econometrics consultancy.

Over the years, Les has worked for a wide range of clients, including Unilever, Heinz, Nestlé, Volkswagen, Johnson & Johnson, Kraft, Sony, AXA, and Anheuser Busch. He has also played an important part in establishing DDB’s reputation for effectiveness, having won more IPA Effectiveness Awards than anyone else in the history of the competition. Since 2001, he has served on the IPA’s Value of Advertising Group, helping to promote effectiveness and evaluation in the wider marketing community. In 2004 he was elected an Honorary Fellow of the IPA, in recognition of his services to the advertising industry, and in 2005 he was Convenor of Judges for the IPA Effectiveness Awards. Les helped to design and launch the new version of the IPA Databank, and is actively involved in promoting its use as a tool for research.

Nick Chater Nick Chater
University College London
Nick Chater is Professor of Cognitive and Decision Sciences in the Department of Psychology at University College London.

Nick’s research focuses on looking for fundamental principles of cognition, which might apply across several cognitive domains.

He is particularly interested in problems of uncertain inference that arise in learning, reasoning, and perception; and in models of judgement and decision making, based on cognitive principles. Nick also works on real-world applications of the cognitive and decision sciences and is co-founder of Decision Technology Ltd.

Mark EarlsMark Earls

Mark Earls is one of the leading thinkers about brands, marketing and mass behaviour.

He has held senior positions in some of the largest and most influential communications companies in the world – his last job was as chair of Ogilvy’s Global Planning Council, prior to which he was Planning Director at the revolutionary St. Luke’s Communications in London.

His written work has regularly won awards from his peers and is considered by many to be amongst the most influential written about consumer and mass behaviour today. His first book, Welcome to the Creative Age, was widely read and discussed and has been translated into several languages. HERD has received recognition and praise in a number of fields and Mark has travelled extensively to talk about HERD with audiences drawn from both the business and the public sector.

Matt GristMatt Grist

Matt Grist studied philosophy at Essex and McGill Universities, receiving his PhD from the latter in 2007. After working as a Research Fellow he joined the RSA in November 2008 to develop and run its Social Brain project. He has a keen interest in how new ways of thinking about human behaviour can inform innovative approaches to social problems.

Richard HuntingtonRichard Huntington
Saatchi & Saatchi

Richard Huntington joined Saatchi & Saatchi in January 2008 as Director of Strategy.

Charged with delivering strategic solutions, effective creative ideas and senior counsel to clients, Richard reports in to Robert Senior and sits on the UK board.

Richard is probably best known for his work on Tango, Iceland and Sky and writes the UK’s most influential advertising blog .

Prior to joining Saatchi & Saatchi, for the latter part of 2007, he ran his own strategic consultancy advising clients and traditional and digital agencies. Before then, he was Planning Director at United London, formerly HHCL, for six years before it closed in April 2007.  He joined HHCL in 1997 from AMV where he spent four years.  Prior to AMV, he was at direct marketing agency BHWG, now Proximity.

Richard sits on the management committee of the Account Planning Group in the UK, chairs the judges for the APG Creative Strategy Awards and is a member of the IPA Strategy Group.

Will HuttonWill Hutton
Work Foundation

Will Hutton joined The Work Foundation in 2000 and was Chief Executive until mid 2008 when he became Executive Vice Chair.  He began his career as a stockbroker and investment analyst, before working in BBC TV and radio as a producer and reporter. Prior to joining The Work Foundation, Will spent four years as Editor in Chief of the Observer and he continues to write a weekly column for the paper.

Will has written several best-selling economic books including The World We're In, The State We're In, The State to Come, The Stakeholding Society and On The Edge with Anthony Giddens. In addition, he won the Political Journalist of the Year award in 1993.
In 2004, Will was invited by the EU Commission to join a High-level Group on the mid-term review of the Lisbon strategy and acted as rapporteur for the report.

Other roles Will performs outside The Work Foundation include: Member of the government's Advisory Panel on New Industry, New Jobs, Universities and Skills (August 2009); Fellow at the London School of Economics; Honorary Fellow, Mansfield College, Oxford; Visiting Professor, Manchester University Business School and Bristol University and is a member of the Scott Trust. He is also a Fellow of the Sunningdale Institute.

Will's latest book, The Writing on the Wall: China and the West in the 21st Century, was published in the UK in January 2007 by Little, Brown.

Mark LundMark Lund
Chief Executive COI

Mark read English and Philosophy at Bristol University as a logical precursor to becoming an account management trainee at Lintas. There followed 6 years in the cradle of British creative advertising Collett Dickenson Pearce.  In 1990 he joined Euro: RSCG as Director of International Development in Paris.  After two years of global travel Mark rejoined Still Price Lintas in London, as head of account management.

He moved to Delaney Fletcher Bozell in 1995 as Managing Director.  In 2000 he and his partner Greg Delaney led an MBO to form Delaney Lund Knox Warren where he was Group Chief executive.  The agency grew from 20 to 220 people.  DLKW became part of Creston plc in 2005 and Mark chaired the operating management board of all the Creston companies. 

In 2009 as DLKW became a Top 10 UK agency he joined COI as Chief Executive.

He has been Chairman of the Advertising Association from 2006 -2009 and was an IPA council member for ten years.

Nick SouthgateNick 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.

Rory SutherlandRory Sutherland
IPA President

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.

Kate WatersKate Waters
Partners Andrews Aldridge

Kate started her career in publishing but swiftly made the jump to advertising as a planner at Ammirati Puris Lintas. At APL she worked across a range of different sectors including automotive, financial services, confectionery and personal care, helping to produce award-winning work for NatWest, Mini and MG.

In 1999 she moved to Partners BDDH as a senior planner working across several high profile accounts including Transport for London, The Guardian, Co-op and Mercedes. In 2002 she was promoted to Head of Planning, helping to win the Evening Standard and British Heart Foundation accounts, and going on to develop the award-winning 'fatty cigarette' anti-smoking campaign for the BHF. Following the birth of her second child, she returned to the newly merged Partners BDDH/Euro RSCG as Deputy Planning Director.

In 2005 she joined Partners Andrews Aldridge as Planning Partner and now works across all the agency's accounts as well as taking responsibility for HR, training and development.

David WetheyDavid Wethey
Founder and Chairman of Agency Assessments International (AAI)

David graduated from Oxford University in 1965 with an honours degree in Philosophy, Politics and Economics. After three years in market research with AC Nielsen Company, he then spent 20 years in advertising agencies.

Since 1988, he has been the Founder and Chairman of AAI. Their work involves: ‘Executive search’ for agencies, agency roster reviews and management, trouble shooting in client/agency relationships, performance evaluation systems, savings/efficiencies/contracts and terms of business and remuneration negotiations, and process innovation and design.

He also works extensively with the Incorporated Society of British Advertisers (ISBA) and the Marketing Society in London, and with several national World Federation of Advertisers (WFA) members in the area of 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.

Last updated 06/04/2010

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