Ogilvy rolls out behavioural sciences unit #ogilvychange in Singapore

Rory Sutherland and Sonal Narain

Rory Sutherland and Sonal Narain

Ogilvy has rolled out a behavioural sciences practice in Singapore that originated in London a few years ago.

Called #ogilvychange, the practice will give Ogilvy access to teams of experts with knowledge in cognitive psychology, social psychology and behavioural economics.

The unit, the brainchild of Ogilvy UK chairman Rory Sutherland, will be run locally by Sonal Narain, the agency’s regional planning director.

“We are launching #ogilvychange in Singapore because we see a strong business case for it in this market, and have already been applying behavioural science principles to our working philosophy for some time, and with great success in recent campaigns for the public sector,” Narain said, referring to Ogilvy’s work for clients including the Health Promotion Board.

“That said, this approach should be adopted by any organization or business that wants to make a positive business or social impact as better understanding of the true motivations of human behaviour makes a significant difference in end results and effectiveness,” she said.

#ogilvychange logo

#ogilvychange logo

Sutherland added: “To significantly improve marketing efficiency – and through that economic growth – we must improve our forecasting of how people will behave. Through the use of these new sciences, through better and more diverse models of how people really behave in the real world we can improve the effectiveness of what we do by an order of magnitude. Will it be perfect? Absolutely not. Will it be a lot better? That’s all we need. Afterall, we’re in business. You don’t need to be perfect; you just need to be less stupid than your competitors. That’s the aim.”

Watch a video featuring Rory Sutherland talking about the “missing science in marketing”.


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