Agency Types Turn To The Academy For Answers

George Parker is not going to like this.
Draftfcb is opening the Institute of Decision Making, devoted to finding out more about the instinctual ways that consumers behave along with the rational and emotional ones. The unit will concentrate on emerging fields like behavioral economics and neuroscience.
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The institute has formed ties with assistant professors of marketing and psychology at Stanford and the Haas School of Business at the University of California, Berkeley.
Michael Fassnacht, global chief strategic officer at Draftfcb, said, “Our clients are getting involved in this, and we need to have an expertise, a point of view.”
“When we merged four years ago,” he added, referring to the decision by Interpublic to combine Draft Worldwide with Foote Cone & Belding, “we invested a lot in data analytics. This is the next step.”
[via The New York Times]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.