CHALLENGE The agency wanted to introduce behavioral science into all that we do.
PROCESS To bake in behavioral science into our advertising ideas, I knew my creatives would need some scientists to play with.
My team designed the position of Behavioral Designer.
Dr. Katharine Hubbard came on board and took up residence in the Creative Department. Our experiment began.
From the Behavioral Designer Roadmap:
A Behavioral Designer is a ridiculously obvious, yet unexplored step for an ad agency. You are Dr. Katharine Hubbard, First of her Kind. You are here to make Sanders\Wingo more interesting and more effective. You will lead the charge to garner much needed academic credentials. You will also integrate yourself into the creative process to help design behavioral science driven solutions.
RESULTS Dr. Hubbard composed a paper about another agency experiment, DBSTL. That paper was accepted at the American Academic Research Conference on Global Business, Economics, Finance and Business Management. She was invited to present the paper as a special address discussing "Emerging Trends in Advertising."
Creatives, particularly when working in the interactive space, have come to rely upon her as a part of their creative process.
Agency content, policy and evaluation methods are now designed with our Behavioral Designer.