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Applied Captivation

How to see through the smoke and mirrors and actually use behavioural science

26 April 2017 | Islington Metal Works

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Behavioural science has started to harness and understand how emotions fight rationality. But for many marketers, it’s a science that remains opaque and impractical – flirting between snake oil and impossible silver bullets.

The inaugural Campaign Underground event, in association with behavioural planning agency, Total Media , sought to investigate how to make practical use of behavioural science. Through inspiring talks from brands and behavioural leaders, we uncovered what's working, why and – crucially – what isn’t.

To enhance the talks and put attendees' sense of rationality to the test, experience partner, PrettyGreen Events conducted a series of sensory experiments throughout the afternoon.


Mark Earls, The HERDmeister | Christopher Macleod, Marketing Director, Transport for London | Mike Dando, Advertising and Promotions EMEA Manager, Epson | Helen Edwards, Co-founder, Passionbrands | Thomas Thomaidis, Head of Marketing and Insight for Grocery, Ocado | Tom Laranjo, Managing Director, Total Media | Claire Beale, Global Editor in Chief, Campaign | Phil Barden, Author of ‘Decoded. The Science Behind Why We Buy’ | Martin Bryant, Senior Consumer Insights Manager, KFC | Seamus O’Farrel, Director of Strategy & Planning, System 1 Research


“Brilliant” - Helen Frewer, Customer Planning & Strategy Manager, Waitrose

“The entire event from the moment you walk in to the moment you leave was an experiential, insightful, educational pleasure! So different to the usual conference set up which can get a little dreary, I was engaged from start to finish with this one and could have done it all again!” - Sophie Millington, Senior Retail Marketing Officer, Pandora

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