Person
Mike Hughes
Guest; Consulting Director, Behavioural Science Practice, Ogilvy
Director in Ogilvy's behavioural science practice, and co-writer of the annual Ogilvy Behavioural Science Annual — a public record of the agency's applied behavioural-science interventions, including ones that didn't work, started partly in response to a challenge from marketing commentator Mark Ritson to show real effectiveness data rather than textbook examples. Walks through three of the annual's case studies: Adobe's churn-reduction call-script rewrite (see Adobe Churn-Reduction Case), Sainsbury's Smart Shop app confirmation-bias ad campaign (see Sainsbury's Smart Shop Confirmation-Bias Campaign), and the Ramadan Rilla food-waste children's calendar built with WRAP (see Ramadan Rilla Food-Waste Calendar Case).
Returns for a second appearance in Episode 193, now identified as Ogilvy's consulting director and creative lead, to walk through the Mayor of London's anti-misogyny "Have a Word" and "MAAATE" campaigns. Explains the COM-B Model (Capability, Opportunity, Motivation) framework behind targeting bystanders rather than perpetrators (see Have a Word Bystander-Misogyny Campaign), the ethnographic research behind the "say mate to a mate" device (see MAAATE Say-Mate Campaign Case), and cites supporting studies on bystander food choice and beneficiary contact (see Torre Steinmetz D'Cosa Bystander Food-Choice Study, Radiologist and Surgical-Kit Beneficiary-Contact Studies).
Two earlier guest appearances (Episodes 99-100), predating this page's existing Episode 193 coverage. Co-presents Ogilvy Behavioural Science Annual case studies with Ella Jenkins: Ecuador's seikinchi growth-chart blanket, India's soap-infused chalk, and Nomadic Dairy's yogurt packaging (Episode 99); WRAP's bread-freezing packaging, an SNCF train-station app campaign, and Westminster's anti-litter bins (Episode 100).
Discussed in
- Episode 99 — How a blanket design saved 1-000s from malnutrition
- Episode 100 — Cost-free marketing that actually works
- Episode 163 — 163-how-sainsbury-s-and-adobe-nudge-customers
- Episode 193 — 193-maaate-the-most-polarising-ad-of-the-year
Related
- Ella Jenkins
- Ogilvy Behavioural Science Annual
- Ecuador Seikinchi Growth-Chart Blanket Case
- India Soap-Chalk Handwashing Case
- Nomadic Yogurt and Huel Anchoring/Dilution Case
- WRAP Bread-Freezing Packaging Case
- SNCF Giant-Smartphone Departure-Board Case
- Westminster Litter-Bin Biophilia and 'Monster Bin' Case
- Adobe Churn-Reduction Case
- Sainsbury's Smart Shop Confirmation-Bias Campaign
- Ramadan Rilla Food-Waste Calendar Case
- Authority Bias
- Scarcity
- Confirmation Bias
- Goal Gradient Effect
- Rory Sutherland
- COM-B Model (Capability, Opportunity, Motivation)
- Have a Word Bystander-Misogyny Campaign
- MAAATE Say-Mate Campaign Case
- Torre Steinmetz D'Cosa Bystander Food-Choice Study
- Radiologist and Surgical-Kit Beneficiary-Contact Studies
- Bystander Effect