Applying Behavioural Economics to Building Brands

Training with Paul Arnold

Course overview
The way we assumed behaviour was influenced has been turned upside down by major advances in neuroscience. With greater pressure on the need to develop communications that deliver hard numbers, it is essential that communication practitioners are familiar with these principles.  Indeed, 78% of all agencies are already well versed in these skills. Without these skills it is likely you will lose out to more effective agencies. 
Who is it for? 
Anyone involved in the development of campaigns – Account Directors, Account Planners and Creatives.

Course outline:
To instil an understanding of, and confidence in, the key principles of Behavioural Economics. 
The workshop will encourage each delegate to think of specific examples of how they could apply each principle to their clients’ business, meaning they will come away with at least 3 ways of dramatically increasing growth in their clients’ business. 
At the end of the course the delegates will be able to successfully apply these principles to their clients’ business. The workshop will be highly participatory, involving both discussion and activities. 

About the Trainer

Paul spent 25 years in advertising agencies (Saatchi & Saatchi and Grey) defining the strategic direction for companies such as Procter & Gamble, Reckitt Benkiser, Gillette, and Glaxo SmithKline. 

Paul is a Psychologist with Business training (having a post grad in Marketing, an MBA, An MSc in Behaviour Change as well as being a Master Practitioner in NLP. He is one of the lead editors for the IPA and trains extensively in the area of Behavioural Economics and Neuroscience.

Paul now spends his time as a freelance strategic planner, facilitating strategic meetings, as well as running training programmes..

Paul has recently worked with EY, Barclays, Invesco, RBS, Sainsbury’s, LEGO, SSE, SABMiller, BT, AvisBudget, NSPCC, GSK, TFL, ECCO, BASF – as well as a wide range of Advertising agencies (such as McCanns, DLKWLOWE, Grey, Leo Burnett, Ogilvy, Publicis, WCRS, Saatchi, LBi, Fallon,  and Havas).

Bookings will open in early August. 

Please note member's prices apply to members of IAPI only and all bookings are non-refundable.

Contact IAPI

12 Clanwilliam Square, Grand Canal Quay,
Dublin 2, D02 CD51, Ireland.
T: 01 676 5991

Hours are 9am - 1pm and 2pm till 5:30pm (Mon - Thurs) and 5pm (Friday)