H+K launches behavioural insights team

Hill+Knowlton Strategies (H+K) has launched a behavioural insights and strategies team, under the leadership of Matt Battersby, the co-head of its financial and professional services division.

The new division will “apply analysis of human behaviour to communications”, using H+K’s new behavioural comms model SMARTER, which brings together seven methods “by which communications can influence behaviour.” 

H+K’s new unit, which is made up of four people from across the agency, is headed up by Battersby. He recently completed an Executive Master of Science degree in Behavioural Science at the London School of Economics.

He said: “I believe behavioural science should and will have a significant impact on our industry. Clients are increasingly looking for ways to help their customers and other audiences make better decisions and use communications to change behaviour. Whether that’s encouraging participation in sport, switching to healthier food products or managing their money more effectively.”

The company has launched the model following a successful trial last year.

Richard Millar, CEO of H+K UK , added: “As an industry we’ve moved on from the days where our primary expertise was a knowledge of how the media works. As more of our communications become direct to audience, we need to become expert in the science of how people think, behave and make decisions. Matt’s team will provide that expertise, strengthening H+K’s research capabilities and providing further value for our clients.”

Related Posts
60 Seconds with Hill+Knowlton’s Simon Whitehead
Following Donald Trump’s announcement that the US will pull out of the Paris climate agreement, Hill+Knowlton’s energy and industrials MD, Simon Whitehead, discusses the rise [...]
Five reasons PR has an edge in content creation
Five PR agencies, which took part in a recent Content Marketing Association (CMA) round-table, explain why having PR at the core of their business has helped them become [...]
Tangerine appoints B2B deputy MD
Susan Milne-Bennett, a former MD of Ogilvy PR and Hill+Knowlton in New Zealand, has joined Tangerine in the UK as deputy MD of its B2B team, with a brief to support ambitious [...]
H+K appoints Dutch financial practice lead
Hill+Knowlton Strategies has appointed Sabine Post-de Jong, previously a director in its financial and corporate comms division, as practice leader of its Amsterdam-based [...]