DDB Partners for Behavioural Intelligence Group Launch

Advertising and marketing network DDB Group Singapore has partnered with Temasek Polytechnic to launch the Behavioural Intelligence Group (BIG), which applies behavioural science to marketing, to examine an audience's abilities, motivations, and contextual influences on actions.

Temasek Polytechnic, through the Centre for Applied Behavioural Sciences (CABS), offers training and consultancy in behavioural sciences. This includes customised training for a wide range of clients, including government agencies, small- and medium enterprises, and multi-national corporations. Tan Wah Pheow, Head of CABS, says that through BIG, his organisation is hoping to change the conventional way in which businesses think, by complementing the 'creative magic' of marketing with an empirical and scientific approach of behavioural science.

The new BIG process, designed to examine why and how people make decisions and do things, offers a proprietary framework to help clients achieve marketing goals and evaluate success in the advertising industry. Jeff Cheong (pictured), CEO of DDB Group Singapore comments: 'With BIG, our goal is to create work that not only touches people's hearts and open their minds but also drives behavioural impact. We are excited to introduce this partnership to the market.'

Web sites: www.ddb.asia and www.tp.edu.sg .