TBA Hires Director for Social Change Division

In the UK, behavioural economics specialist The Behavioural Architects (TBA) has hired former Home Office exec Wilma Smythe as Director of its Social Change division.

Launched in 2011, the company has offices in London, Oxford, Shanghai and Sydney. Smythe (pictured) joins in London with more than fifteen years' experience leading customer insight and intelligence programs in both the private and public sectors. Most recently, she worked for the Home Office as Head of Customer Journeys, helping HMRC to apply segmentation across its marketing and communications. Before this, she was Head of Customer Intelligence at HM Passport Office, and she worked in the Behavioural Insights team at the Cabinet Office. In addition, Smythe is the founder of Insight for Good, a consultancy which helps organisations have greater social impact by understanding their market and target audience. She initially trained as a psychologist at the Autonomous University of Barcelona, specialising in social and organisational psychology.

In her new role, Smythe is tasked with helping TBA continue to drive its behaviour change capabilities work with public sector and not-for-profit clients, as well as commercial clients with social briefs. Founders Crawford Hollingworth, Sian Davies and Sarah Davies said in a statement: 'We are incredibly proud of the work we do in this space and thrilled to have Wilma in the TBA family to build our footprint and capabilities - 2018 is already looking like another amazing year for The Behavioural Architects'.

Web site: www.thebearchitects.com .