Dr Kenneth McKenzie, strategic planner at Motiveworks, part of Owens DDB, has been asked by the UK Institute of Practitioners in Advertising to become a member of its behavioural economics think tank. The think tank, led by Rory Sutherland, is a response to the demand within the advertising industry and from clients to use a robust evidence base when designing communications and in evaluating their impact.
The body comprises academics and practitioners from the UK. It is the first time that an Irish agency has been asked to partake in such a group. McKenzie is a social psychologist by training and acts as a research psychologist in TCD’s School of Psychology. He holds an academic post in the UCD School of Public Health.
For more on this story, click on http://www.ipa.co.uk/content/Advertising-needs-behavioural-economics-says-Sutherland-as-new-IPA-thinktank-launches%E2%80%A6
