Senior Professionals Event
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** Please note that Senior Professionals are those with eight or more years' relevant experience.
How to use Behavioural Insight to solve our biggest challenges: the science behind our pre-programming
When it comes to approaching our challenges - whether it’s building engagement, changing perceptions, or influencing behaviour - we often gravitate toward instinctive solutions. Yet from the beginning we might be working from a false premise. That’s because our brains are processing the world in ways we are not aware of. Every day hundreds of psychological principles that have been pre-programmed into our brains govern our decision making and behaviour in unexpected ways.
While behavioural science might sound like a ‘shadowy art’ used to nudge innocent citizens or consumers towards particular choices, it can be used to inform solutions that have a better chance of working. Effective communication means overcoming people’s inherent biases - and to do this we must first understand these biases, and then how to apply this understanding to our communications strategies and tactics.
Dan Bennett, Senior Behavioural Strategist at Ogilvy in the UK will present a highly interactive seminar on ‘How to use Behavioural Insight to solve our biggest challenges: the science behind our pre-programming’.
The seminar will cover:
- A foundation in behavioural science
- Introduction to the MINDSPACE framework and how to add the MINDSPACE principles to your toolbox
- Live case studies of successful behavioural change solutions
- How to think strategically about writing or responding to a brief
- Interactive break out out-of-category case study sessions applying the principles learnt.
Members who wish to continue their learning will also receive a complimentary pass to Ogilvy’s E-Learning programme where they can gain an accreditation in the tools of behavioural science. Normally £60 per pass.
Presenter: Dan Bennett, Senior Behavioural Strategist at Ogilvy (UK)
Dan is a Practitioner, Speaker and Writer on the application of Behavioural Science to Marketing. Having published his scientific experiments on why it’s annoying to overhear mobile phone conversations, Dan left academia to join Ogilvy’s Behavioural Science Practice as their first ‘behavioural strategist’ where he applies the fields of social psychology, cognitive psychology and behavioural economics to brands.
Over the last seven years he has worked on over 100 of the world’s major brands such as Unilever, Nestle, Public Health England, Facebook, Fox, ITV, the Times, British Airways, Unilever, Adobe, the EU Parliament, Comic Relief and many more. Dan has hosted workshops and training sessions for 1000’s of participants all over the world - from national and local governments, big brands, charities and startups. “Dan was engaging, approachable and knowledgeable”.
He also holds Creative Circle and Cannes Lion awards and is the world's most awarded candidate of the Nudge Awards.
- Groups of 3+ receive a 10% discount across all booking categories.
- Academic and PRINZ Committee members receive a 20% discount.
- APR candidates receive a 20% discount.
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