WORKSHOP SLIDES

WORKSHOP RECORDING

Synopsis

• Understanding how people process information as the bedrock of effectiveness
• How rational or emotional are consumer in their decision making
• Using insights from behaviour science to change behaviour
• The critical targeting question- who exactly and what motivates them
• Receptivity method – how insight into when and where consumers are open to communication inspires media neutral ideas

Julian Saunders Bio

Julian Saunders is a strategist, trainer and writer who has had three careers.

In advertising, he was Planning Director at Ogilvy, Head of Strategy at McCann-Erickson and CEO of red cell advertising, a WPP agency dedicated to challenger thinking.

He took a sabbatical in 2003/4 to edit a textbook for The Account Planning Group on the impact of digital technology. (“The Communications Challenge” APG 2004).

Then he focussed on design thinking and the application of Behavioural psychology to behaviour change. He was Non-executive Planning  Director of Good Technology (gt), ran The Big Thinkers program for UK government (COI) and joined an Innovation team at Google (The Zoo).

He teaches courses for strategists and brand owners in the UK and internationally. He publishes regularly and blogs at www.joinedupthink.com.