Draftfcb Opens Institute for Consumer Behavior Analysis

In the US, marcoms group Draftfcb has launched the 'Draftfcb Institute of Decision Making', to tap into emerging fields of behavioral economics and neuroscience in order to enhance its ability to influence consumer behavior.

Matthew Willcox, Draftfcb San Francisco's Director of Account Planning, will head the global team as Executive Director of the Institute.

Through its new venture, the agency has established partnerships with scientific thought leaders from academic institutions such as Stanford University and the University of California, Berkeley. Based on their respective fields of expertise, the partners will serve as consultants to the Institute, providing key insights and research.

As part of this initiative, Draftfcb will build collective intelligence through the Institute and academia. It is also planning to build similar connections with experts in Europe, Asia and Latin America.

'We're continuing to secure additional working relationships in the world's major markets,' stated Willcox. 'Our goal is that learning in these emerging areas will not stop at the Institute but rather proliferate through how we, as an agency, holistically approach consumer research.'

The Institute has issued its first POV on Neuroscience Marketing and will continue to issue additional thought leadership pieces in the future.

Web site: www.draftfcb.com .