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IPA's Behavioural Economics initiative

Find out more about the IPA’s Behavioural Economics agenda

"Behavioural Economics – a decades-old yet newly fashionable field of study – provides us with an intellectual framework which allows us to better justify (and charge for) the many ideas we already generate, and helps generate new and better ones." - Rory Sutherland, Vice Chairman, Ogilvy Group UK and IPA President, 2009 - 2011

The IPA launched its agenda on Behavioural Economics in 2009, driven by the then President Rory Sutherland. Rory believed that agencies needed to build a more robust model of human understanding to be able to creatively solve today’s communications problems.

Behavioural Economics was that model. It provides new answers and direction to the creativity that we champion within our agencies and it allows our agencies to better understand the efficiency and the effectiveness of the work that they do.

Five years have passed. We have the evidence, so it is only right and fitting to bring the industry’s two champions, Nick Southgate and Rory Sutherland, together again in Behavioural Economics in Action: Strategies and insights from the IPA Effectiveness Awards to review how the industry is using Behavioural Economics in campaign planning.

Behavioural Economics in Action was launched at the ICA on Monday 26th January 2015. To watch the videos from the event please click here.

This publication is the latest in a series of publications the IPA has produced around the topic of Behavioural Economics and its potential application to the advertising industry. Download previous publications including:
Behavioural Economics - Red Hot or Red Herring?
We're All Choice Architects Now: Second edition
Behavioural Economics - Let's get practical

Free for IPA agency members / £25 (plus VAT) for non-members

Last updated 31/05/2017

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