Adam Ferrier
Founding Partner
Naked Communications
Adam Ferrier is a Consumer Psychologist and
Founding Partner of Naked Communications. He graduated university with degrees
in Commerce and Psychology and by a strange twist of fate began his career as a
Forensic Psychologist. Adam worked in a maximum security prison and private
practice, assessing and managing dangerous behaviour of inmates. He then made
the natural move to marketing consultancy, working for Added Value. Here Adam
switched his interest from understanding criminal behaviour to consumer behaviour.
He completed his Clinical Psychology Thesis in 'Identifying the underlying
constructs of cool people', and for a short while was a global cool hunter.
Continuing the slide from the moral high-ground Adam joined ad agency, Saatchi
& Saatchi, before starting Naked Communications Asia Pacific in 2004.
Naked harnesses a behavioural change model in all communications, focusing on
building brands whilst changing behaviour. Naked develops radical ideas
for ambitious marketers such as Telstra, Coke, and Unilever. Naked is one
of Australia’s most awarded agencies, regularly winning agency of the year
titles across various disiplines. At the 2010 Effectiveness Awards Naked
won more Golds than any other agency. Adam was the West
Australian State Under 12 Chess Champion, and inventor of ‘The Analyst’ a board
game translated in 4 languages and selling well in the Benelux countries.
Session:
THE
PSYCHOLOGY THAT ALL CONSUMER ENGAGERS SHOULD KNOW
How can we really get people to do what we want them to do? Is there a magic marketing rule book we can peek into? Not likely. However, there are a few principles from the world of psychology we can borrow from to ensure we communicate in a way that maximises the chances of success. In marketing and media we are in the business of changing behaviour, so we better understand how people work, and what makes us do the things we do.
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