Asian Office for O&M Behavioural Science Unit

Ogilvy & Mather has opened a third office for its behavioural sciences practice #ogilvychange, this time in Singapore.

The practice, which was launched in London in March 2012 and has since added an office in Prague, focuses on 'the latest thinking in cognitive psychology, social psychology and behavioural economics', aiming to spot often small changes which will have a significant impact on people's behaviour and purchase decisions.

O&M Asia Pacific's Regional Planning Director Sonal Narain will head up the practice alongside the practice's co-founders - O&M UK Vice Chairman Rory Sutherland (pictured) and Director of Strategy Integration Jez Groom.

Narain says there is a 'strong business case' for the unit's services in the Singapore market, where its principles have already been used for some time in the group's campaigns for the public sector. According to Sutherland, Singapore boasts the twin advantages of being a city state, with a 'controlled, discrete economy... the perfect places to apply some of [our] learnings' - and an 'advanced and forward looking government' with an economy 'about as developed as you can get'. He adds that there are plans to open more offices, with Madrid, Barcelona, Paris, Chicago and New York all possibles.

Web site: www.ogilvychange.com .