Total Media creates ‘behavioural planner’ role as it encourages clients, and staff, to embrace …

Total Media has hired Will Hanmer-Lloyd from Blue 449 to the newly created role of behavioural planner in a move that will see the agency begin to plan campaigns for clients based on behavioural economics, neuroscience and ethnology insights.Hanmer-Lloyd will train and upskill staff across the agency on how to use these principles. His hire comes as marketers become more open to investing in neuroscience to inform media planning. Vice-chairman of Ogilvy Group Rory Sutherland has been one such advocate of the strategy and Hanmer-Lloyd will lean on what he gleaned during his time working with Sutherland during his IPA presidency to deliver his behavioural economics agenda. Speaking to The Drum, Hanmer-Lloyd said behavioural planning can help circumvent the shortcomings of some current media planning strategies, where agencies can misunderstand how consumers work, how advertising influences them, and the appropriate way…


Link to Full Article: Total Media creates ‘behavioural planner’ role as it encourages clients, and staff, to embrace …