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IPA's Behavioural Economics initiative

Find out more about the man and his Behavioural Economics agenda

Rory Sutherland, former IPA President and Vice-Chairman of Ogilvy Group UK.
In this ten minute video, Rory Sutherland explains why he championed behavioural economics during his time as President of the IPA.

"We need to broaden the definition of what we do to reflect the new reality of the market place because if we don't create a new model based on human understanding, then we are in danger of using 1950's packaged goods persuasive techniques to solve today's communications problems! With behavioural economics we can align ourselves to a recognisable science and not be held hostage to the media budget. It gives us a framework that will refresh our thinking and our talent pool and with it we can use ideas to turn human understanding into business and social advantage."

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