In US, Ogilvy launches Center for Behavioral Science

Christopher Graves

Christopher Graves

NEW YORK, Jan. 26, 2017Ogilvy today announced the creation of the Ogilvy Center for Behavioral Science. The Center, which will work across the Ogilvy group, will focus on establishing a new system to define how audiences think, feel and behave to improve marketing and communications effectiveness. Christopher Graves [pictured] will assume the role of President and Founder of the Ogilvy Center for Behavioral Science effective immediately. Graves will work with Carla Hendra, Global Chairman, OgilvyRED and Vice Chairman, Ogilvy Worldwide Board.

“Behavioral science will create a real edge for us in the marketplace,” said Carla Hendra, Global Chairman, OgilvyRED and Vice Chairman, Ogilvy Worldwide Board.  “We are thrilled that Chris has agreed to take on this new role as he is one of the industry’s most recognized experts in the field and will help us to transform the way we understand and move people on behalf of our clients.”

“Recently we have all seen how traditional demographics research can fail spectacularly in predicting outcomes – especially in a polarized, ‘post-fact’ environment,” said Graves, “but behavioral scientists look beyond demographics and beyond what people say, to the inner workings of how people view the world and create their own identities.” Graves noted behavioral scientists have shown that instead of targeting people, understanding them works better.  Behavioral science helps us do that, creating far more effective ways to help clients achieve better outcomes. More...