Where marketing and behavioural science meet – #ogilvychange lands in South Africa

#ogilvychange, Ogilvy & Mather’s behavioural sciences practice, launches in the country this week, offering clients a new perspective on building their brands with the latest thinking in cognitive and social psychology combined with Ogilvy’s communications expertise

JOHANNESBURG, October 1, 2014 — Ogilvy & Mather’s behavioural science practice, #ogilvychange, will further expand it’s global footprint yet again this month; this time in South Africa.
A frenetic consumer culture has caused brands to market their products with little regard given to the number of decisions customers make on a continuous basis in today’s modern world.

Since launching in London, in 2012, #ogilvychange has striven to restore the balance, combining the gravitas of leading research in cognitive psychology and behavioural economics with the communication expertise of the Ogilvy & Mather Group (O&M). #ogilvychange melds a team of creative marketing architects with an active community of behavioural science experts, including leading academics. The result is a duo that makes for valuable and actionable insights that can translate into the real world, to real people and to real behavioural change — influencing people’s behaviors and, finally, their purchasing decisions.

Led by long time behavioural economics champion, co-founder of #ogilvychange and Vice Chairman of O&M UK, Rory Sutherland believes that if there is one commonality between marketers and neo-classical economists, it’s that they have both become so preoccupied with the model of “how people should decide” that they completely neglect to ask the most pertinent question: “how do they actually decide?”. This has resulted in a seemingly impassable gulf between marketing theory and practice, creating a disingenuous disconnect between brands and their consumers.

“Recent academic studies in cognitive psychology, social psychology and behavioural economics suggest that over 90% of our decision-making is conducted somewhat unconsciously and automatically on a daily basis. That’s where we fit in — using behavioural science practices to change consumer behaviour. Simply put, we take little ideas from big thinkers that solve big behavioural problems,” says Sutherland.

Ogilvy & Mather South Africa’s Group Strategy Director, Neo Makhele, is excited to bring this future-focused thinking into the South African marketing mix, “Our clients are constantly looking for ways to improve their bottom line and, as their marketing partners, we’re need to ensure that this happens for them as the market changes. With the advances #ogilvychange is making abroad, it just makes sense for us to bring this to the South African shores.”

Along with Sutherland and Jez Groom, Co-Founder of #ogilvychange and Group Strategy Director of O&M UK, Makhele will oversee the practice in the South Africa. In addition, and to introduce the practice to current clients, O&M will host exclusive workshops over the next few days, faciliated by both Sutherland and Groom.
For more Little Ideas from Big Thinkers visit www.ogilvychange.com or follow@ogilvychange on Twitter.


About Ogilvy & Mather South Africa

Established in 1984, Ogilvy & Mather South Africa has been a leading advertising and communications group in South Africa for over 25 years. It currently employs over 800 staff across 14 specialised companies. O&M SA has industry leading capability in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, CRM, mobile, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and specialist communications. It is at the forefront of integrated communication, with a mission to work with clients to develop breakthrough ideas that release the potential that exists in their brands, thereby creating measurable value. Clients include both global multinationals and local businesses.

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Issued for Ogilvy & Mather South Africa by:
Ogilvy Public Relations, Johannesburg
Ivana Naidoo, Account Manager
+27 (0) 11 709 6858

On behalf of:
Ogilvy & Mather South Africa
Mark Zeller
Manager, Marketing & Communications
+27 11 709 6705