Daniel Kahneman

As documented in his best-selling book Thinking, Fast and Slow and Michael Lewis’ The Undoing Project, much of Kahneman’s work has been devoted to behavioural economics. In the late 1970s and early 80s, Kahneman and Amos Tversky published two landmark papers laying the foundation for what the subject is today: "Prospect Theory: An Analysis of Decision Under Risk" and "Judgment Under Uncertainty: Heuristics and Biases”.

Since then, Kahneman has moved on to studying new subjects including hedonic psychology, algorithmic data analytics, and, most recently, artificial intelligence. He has also spent several years consulting for top financial services firms worldwide. Kahneman’s latest book, Noise, releasing May 2021, explains how and why humans are so susceptible to noise in judgment, and what can be done about it.

Rory Sutherland

Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioural science practice within the agency.

At the Behavioural Science Practice, Rory and the team look for ‘unseen opportunities’ in consumer behaviour. These are the often small contextual changes which can have enormous effects on the decisions people make - for instance, tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media", seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act.

Before founding the Behavioural Science Practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon (at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day), and the best-selling Alchemy, The Surprising Power of Ideas Which Don't Make Sense, published in May 2019.


Shahzeen Attari

Shahzeen Attari’s research focuses on people's judgments and decisions about climate change and resource use. She has investigated how people think about energy and water use, how people conceptualize water systems, and is currently studying how to use stories to fuse facts and feelings to motivate action on climate change. She is an Associate Professor at the O’Neill School of Public and Environmental Affairs at Indiana University Bloomington. She was a postdoctoral fellow at the Earth Institute and the Center for Research on  Environmental Decisions (CRED) at Columbia University. She holds a PhD in Civil and Environmental Engineering & Engineering and Public Policy from Carnegie Mellon University, and a Bachelors of Science in Engineering Physics from University of Illinois at Urbana-Champaign.

Cerita Bethea

Dedicated to bridging the gap between theory and practice, Cerita has spent over 25 years applying principles of Behavioural Science to Product Development, Marketing and MR, Innovation, and Design. Having earned a PhD in Cognitive Psychology, her career spans the automotive industry at both Ford Motor Company and Toyota as lead Human Factors Engineer; at Kimberly-Clark where she led the adoption of behavioural frameworks to drive brand building platforms; and most recently at Coca-Cola where she leverages models of behaviour and decision making at scale to fuel and sustain brand growth. She has a passion for mentoring the next generation of Behavioural Scientists and empowering organizations to confidently activate behavioural insights and yield measurable business results.

Nicholas Christakis

Nicholas A. Christakis, MD, PhD, MPH, is the Sterling Professor of Social and Natural Science at Yale University. His work is in the fields of network science, biosocial science, and behaviour genetics.

Nicholas directs the Human Nature Lab and is the Co-Director of the Yale Institute for Network Science. He was elected to the National Academy of Medicine in 2006; the American Association for the Advancement of Science in 2010; and the American Academy of Arts and Sciences in 2017. 

Ollie Hulme

Ollie Hulme is a senior researcher at the Danish Research Centre for Magnetic Resonance, where he runs the reward group, which focuses on how the brain's reward system works and why. Ollie takes a broad approach to answering these questions, bridging between brain scanning, endocrinology, computational modelling, economics, and evolutionary theory.

Ollie also an external fellow at the London Mathematical Laboratory, where he has been working on how concepts first developed in physics can give insight into how we make decisions, in particular how we take risks, and how we value time.   

Clare Purvis

Dr. Clare Purvis is Director of Behavioral Science at Headspace. Bridging science and innovation, Clare is committed to developing and scaling health products that support people in living full and vital lives. Clare leads the company’s Behavioural Science team, which focuses on integrating authentic expertise and behavioral science into company operations at scale, ensuring that Headspace inspires, guides, and supports our members in living healthier and happier lives. Previously, Clare led clinical product and coaching at Lantern, an evidence-based digital mental health company. Clare is also an affiliated scholar at Stanford University Clinical Excellence Research Center where she provides consultation on the use of technology to make great healthcare more affordable.

Sam Tatam

Sam Tatam is Global Consulting Partner and Head of Ogilvy Consulting's Behavioural Science Practice. An awarded strategist, registered psychologist and recognised pioneer of applied behavioural science, Sam’s experience stems from a background in Organisational / Industrial Psychology and advertising strategy, with a passion for understanding consumer behaviour at both a macro and micro scale. 
Today, he leads a team of talented psychologists and behavioural economists to bring this thinking to key Ogilvy and WPP clients across the globe; developing interventions and shaping the communications of some of the world’s most Influential brands and organisations. 
From New York to Nairobi, Sam has led behaviour change projects across virtually every category and continent, including: The Bill & Melinda Gates Foundation, Facebook, Walmart, British Gas, American Express, Ford, WRAP, Kimberly Clark and Costa Coffee. Prior to joining Ogilvy in London, Sam was Head of Behavioural Science for Ogilvy, Australia, and previously worked in Organisational Development for Macquarie Group in Sydney.

Abby Dalton

Abby Dalton is the Operations Officer for the World Bank’s Mind, Behavior, and Development Unit within the Poverty and Equity Global Practice, where she manages team operations, fundraising, communications, and strategy. Previously, she was the Assistant Director of the Behavioral Insights Group at the Harvard Kennedy School, a university-wide initiative engaging faculty, students, and international organizations applying behavioral science for the public good. She holds a B.A. from Wellesley College, and an Ed.M. in Higher Education from the Harvard Graduate School of Education. 

John Cleese

John Cleese is an actor, comedian, screenwriter, and producer who first shot to fame in England with The Frost Report in 1966. He went on to co-found Monty Python’s Flying Circus, which conquered the world with 4 cult TV series and 4 hugely successful films. Along with Python, he also starred as Basil Fawlty, the hotel manager from hell in Fawlty Towers, one of the most successful TV series ever made.

Less well known is the fact that John Cleese co-wrote (with Robin Skynner) two best-selling books on psychology: Families and How to Survive Them, and Life and How to Survive It. In 2014, he wrote his first autobiography So Anyway, and in 2020 put pen to paper about the art of creativity, in Creativity - A Short and Cheerful Guide.

Ruby Wax

Ruby Wax is a highly successful comedian and presenter, who had her own show on the BBC for 25 years interviewing, among others, Donald Trump, Imelda Marcos, Madonna and O.J. Simpson. She is author of four Sunday Times best-selling books, and has also for the last 25 years been performing her live one-woman shows globally. 

Ruby has a Master's degree in Mindfulness Based Cognitive Therapy from Oxford University, and is a highly acclaimed Ted Talk Global speaker. She combines neuroscience, mindfulness and comedy, helping the world to find calm in this hectic 21st century. She was awarded an OBE for her services to mental health and is the founder of Frazzled Cafés. In her latest book And Now for the Good News, Ruby examines how living in such a climate of fear we need to turn our attention to the possible.

David Nutt

David Nutt is Head of the Centre for Neuropsychopharmacology in the Division of Brain Sciences, Imperial College London. He specialises in the research of drugs that affect the brain and conditions such as addiction, anxiety, and sleep.

David is the chairman of Drug Science, a non-profit which he founded in 2010 to provide independent, evidence-based information on drugs. He is also visiting professor at the Open University in the UK and Maastricht University in the Netherlands, and was President of the European College of Neuropsychopharmacology.

Cinta Azwiendasari

Cinta Azwiendasari is a sustainability communications and behaviour design professional based in Indonesia. Her main interest lies in uncovering insights-led solutions and finding creative interventions for behaviour change. She has been consulting various NGOs, development partners, and corporations with their communications and design challenges for sustainability, ranging from issues in ocean and marine conservation, peat land restorations, sustainable consumption and production, climate change and waste management, among others. In solving these challenges, she is equipped in using the Human Centered Design methods and mindset and is adept at developing strategies and creative approaches for various target audiences. As a practitioner, she believes in the power of human interaction and is always keen to learn how the mind works when it comes to sustainability issues. 

Joe Fattorini

Joe Fattorini

Joe Fattorini is transforming our relationship with wine on television and online. Joe is Trade Czar at pix.wine in California, the world’s first wine discovery platform connecting wine sellers to wine buyers. Pix blends content, human experts, artificial intelligence and the world’s wine sellers to unlock wine online. Joe is also a consultant Creative Director at TWS Creative in London, an agency covering digital strategy and branded content as well as television production. 

Joe is also “the Attenborough of Oddbins” as presenter of The Wine Show, the world’s leading wine programme, broadcast in 110 countries to an audience of 80 million viewers. Along with his writing in Saga Magazine, Joe was described as “undoubtedly the most potent – and charismatic – force in wine media today”. 

Damon Centola

Damon Centola is a Professor in the Annenberg School for Communication, the School of Arts and Sciences, and the School of Engineering and Applied Sciences at the University of Pennsylvania, where he is Director of the Network Dynamics Group and Senior Fellow at the Leonard Davis Institute of Health Economics.

Damon's research addresses social networks and behavior change, producing work that has been published across several disciplines - including being awarded a U.S. Patent for inventing a method to promote diffusion in online networks. He is a Fellow of the Center for Advanced Study in the Behavioral Sciences at Stanford University. He is also the author of How Behavior Spreads: The Science of Complex Contagions, and Change: How to Make Big Things Happen

John Amaechi

John Amaechi OBE is an organisational psychologist, best-selling New York Times author, sought-after public speaker, executive coach and Founder of APS Intelligence. He is a non-executive director of a £2.4bn healthcare organisation, in addition to being a board advisor for several FTSE100 organisations in the financial, legal and professional services, technology, publishing, engineering and retail sectors. In 2019, John was recognised as one of HR’s most influential thinkers by HR Magazine. John is also the first Brit to have a career in the NBA.

Guru Madhavan

Guru Madhavan

Guru Madhavan is the senior director of programs at the U.S. National Academy of Engineering. His portfolio of work at the National Academies of Sciences, Engineering, and Medicine has included leading the analyses for making prescription medicines affordable and developing a national strategy for cancer control in the U.S., directing a global health forum on infectious diseases, and conducting the research, design, and development of a systems analysis platform for prioritizing new vaccines and related interventions. 

A biomedical systems engineer by background, Guru has worked in the medical device industry as a research scientist developing cardiac surgical catheters for ablation therapy and neuromuscular stimulators for improving blood circulation. He has served as a technical adviser to the U.S. Department of Health and Human Services, and is an advisor to the European Union Malaria Fund. He is chair of the board of Prosocial World, and is an elected fellow of the American Association for the Advancement of Science and the American Institute of Medical and Biological Engineering. His books include Applied Minds: How Engineers Think  and Making Better Choices: Design, Decisions, and Democracy . 

Madeleine Croucher

Maddie is a Senior Consultant at Ogilvy Consulting’s Behavioural Science Practice where she leads a diverse range of behaviour change projects. Working both within the UK and across the global network she applies behavioural science and creativity to develop solutions for a range of clients across the private, public, and third sector. With a special interest in applying behavioural science to drive social good, over the last 5 years she has driven initiatives to boost fundraising, improve the stem cell donation experience, fight food waste at scale across the UK, and develop solutions to help tackle malnutrition and period poverty in developing countries.


Sakshi Ghai

Sakshi Ghai is pursuing a PhD in psychology at the University of Cambridge. Her research focuses on empowerment, technology and behavior change in the context of the Global South. Recently, she was a Visiting Scholar at the Center for Social Norms and Behavioral Dynamics at the University of Pennsylvania and a short-term consultant with the World Bank’s Behavioral Science (eMBeD) Unit. She received the 2020 Researching Injustice and Social Equality award from the Association for Psychological Sciences. Previously, Sakshi has worked at Ogilvy and Wharton People Analytics. Sakshi was a 2015 Young India Fellow at Ashoka University and received her Master’s degree in behavioural and decision sciences from the University of Pennsylvania. 

Chris Graves

As founder of the Ogilvy Center for Behavioral Science at Ogilvy Consulting, Chris works to boost the effectiveness of every client engagement through applying a deep understanding of the “Real Why” of human behavior. His work also decodes the “Hidden Who” of individuals at scale using proprietary new lenses of personality trait science, worldviews, and thinking styles. Previously, Chris served as Global CEO and Chair of Ogilvy Public Relations, and served two terms as the public relations industry chair. In his first career, he worked as a top news media executive at the Wall Street Journal and CNBC for more than 20 years. Chris has been honored with a Rockefeller Foundation Bellagio Residency as well as earned four annual Atticus Award honors (the highest thought leadership award among the more than 360 companies that make up WPP). He was named a “Top 25 Innovator” in the U.S. and named to the Hall of Fame by both Campaign Asia and ICCO (International Communications Consultancy Organization). He was elected life member of the Council on Foreign Relations in 2010.

Our use of cookies

Nudgestock.co.uk uses cookies, some are necessary for the operation of the website and some are designed to improve your experience. For more information, click here.

Necessary cookies

Are essential to move around Nudgestock.co.uk and use its core functionality and enhanced features. Without these cookies, services you have asked for cannot be provided.

Analytics cookies

Help improve the performance of Nudgestock.co.uk by collecting and reporting information about how you use the website.