Ferrier: creative agency resistance to scientific thinking holding them back on accountability

Naked's Adam Ferrier

Naked’s Adam Ferrier

A reluctance to take a scientific approach to solving clients’ problems is holding creative agencies back in their fight to prove their accountability, one of Asia’s leading strategists has said.

Speaking at Spikes Asia today, Adam Ferrier, global head of behavioural sciences at Naked Communications, told delegates that creative agencies were “culturally resistant” to embracing behavioural science as a discipline, and that has given media agencies the edge in the accountability stakes.

“Creative agencies only have one God – the God of creativity,” he said. “But creativity on its own is a risk. And nobody has time for risk anymore.”

“Creative agencies are culturally resistant to behavioural economics, and this is because ECDs are only interested in creativity,” he said.

If agencies were to embrace behavioural economics, they would have more of a chance to regain ground lost to media agencies, said Ferrier, who gave a talk he called ‘Harnessing science and empowering creativity to effect community change’.


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