Making better decisions: The role of behavioural economics
By Rory Sutherland
IPA President and Vice-Chairman Ogilvy Group
IPA Behavioural Economics Consultant
What this book shows is generally wonderful, uplifting and optimistic. It demonstrates that conventional agencies can bring the same level of inspired genius to hatching an idea for an egg-shaped tamagotchi that they traditionally applied to making a lavish 30-second film.
In almost all these cases we see people mastering a whole new media ecosystem successfully, and deploying it in wholly new ways – to nudge and to seduce as well as to persuade. The people whose...