Ellen Jackson

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Creative Copywriter


Armed with a first class degree and a D&AD Wood Pencil, Ellen did the placement round at the likes of TBWA Manchester, JWT Cheetham Bell and HOME.

Fast forward to today and she’s spent five years in adland working on a truck-load of successful, fully-integrated campaign ideas across the UK and Australia. 

Plus branding, tone of voice, TV, radio, video, paid and organic social, blogs, email, web, SEO, print and press releases.

ELLEN’S FAVOURITE BRAND:
”Get ready for the copywriter cliche: it’s got to be Oatly. With their irresistible tone of voice, quirky packaging and ballsy brand campaigns they’re totally smashing it. Not to mention their products are absolutely delicious.”

ELLEN’S FAVOURITE RETAILER:
”Home Sense. It’s a bargain shopper’s heaven with gorgeous homeware and teeny price tags. I head straight to the gardening section and lose all track of time.”

ELLEN’S FAVOURITE BEHAVIOURAL THEORY IS…
”As a copywriter it’s my job to put it as simply as possible. So, anything that helps that along is a bonus. Things like ‘chunking’ information, designing the path of least resistance for customers and being ruthless with the amount of choices are great behavioural marketing tools.

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Steve Brunt Planning Director

Steve Brunt

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Planning Director


Steve Brunt has been in marketing strategy for twenty years (and it’s really starting to show now). With an initial grounding in not-for-profit (NSPCC) and public sector (COI) strategy and branding, he’s always focused on influencing behaviour. He’s led strategy for accounts like Co-op, BP, Unilever, EA Games, and Syngenta, and worked for agencies spanning advertising, digital, creative innovation and B2B. He joined The Behaviours Agency in early 2020, since when the entire world has completely changed their behaviour.

STEVE’S FAVOURITE BRAND:
“I’ve always admired what a complete brand Lynx was (for a while). It knew its audience, their mindset, humour and motivations, and its place. And it built brand cues for all the senses – you could recognise the smell, the sight, the shape, the identity, the ad style and slogan and even a brand sound (remember bau-chicka-wow-wow?) Shame it tried to grow up, really.”

STEVE’S FAVOURITE RETAILER:
“I’d have to say Thread.com. They built the clothing service I needed. Great range, slick, personalised user experience, and seamless end-to-end service. They use all the strengths of online retailing and avoid all the pitfalls. ”

STEVE’S FAVOURITE BEHAVIOURAL THEORY IS…
“First-fit pattern matching” – this is the idea that when taking in new information, we compare it to the most mentally available approximate match (not the best fit). It explains a lot about why we make the same mistakes over and over, and why we struggle to avoid stereotypes. And it’s why brands need to build an array of brand cues, like Lynx did.”

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Mary Peel

Mary Peel

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Account Executive


Mary worked in account handling roles in the FMCG industry before joining The Behaviours Agency in 2019, gaining experience working with clients such as Mondelez, Coca-Cola, Nestle, PepsiCo, and Mars.

MARY’S FAVOURITE BRAND:
“Patagonia is one of my favourite brands, their corporate philosophy is all about going green and I love seeing a brand with a sustainable mission! They are continuously assessing the environmental impact of their clothing and work to reduce the carbon footprint throughout their whole supply chain; they have also built repair centres around the world to encourage people to repair and increase the life of their clothing. But it’s not just about the clothes! They are an activist company and further to their own environmental campaigns and employee activism, they have been supporting grassroots activists finding solutions to the environmental crisis for decades.”

MARY’S FAVOURITE RETAILER:
“I’d have to say John Lewis, they have a strong association with customers and they achieve a strong, unified message throughout the stores. Its high standards of service across stores and online, together with its commitment to price matching, quality, and responsibly sourced products clearly resonates with shoppers. It’s an enjoyable environment to shop in too!”

MARY’S FAVOURITE BEHAVIOURAL THEORY IS…
The Framing effect. This cognitive bias is where the same facts are presented in different ways, either as a gain or a loss, a positive or a negative. Would you feel more reassured buying something that champions being 90% effective or 10% ineffective!? It interests me the most as it uses the same foundation of information but in changing the framing of the wording, setting, or situation, it has a powerful effect on decision makers.”

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Tom Richards

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Senior Creative Artworker


Tom Richards has been at The Behaviours Agency since December 2019. A keen cricketer he juggles his spare time between having family time with his wife and 2 year old daughter Sophie and playing cricket.

TOM’S FAVOURITE BRAND:

I’d have to say IKEA. It feels like a fairly obvious choice but they always know the difference between their above the line campaigns and local offer ads for instance and adjust their weighting and messaging accordingly. Again, it’s an obvious thing to do but brands tend to overcomplicate and IKEA are always simple, relatable and effective – just like their products. Their TV ads are often the best on TV – the tone of voice is spot-on too.

TOM’S FAVOURITE RETAILER:

I really don’t want to say this but it’s going to have to be Amazon. The way they’ve gone from just specialising in second hand books to the absolute powerhouse they are today is incredible. And all with an utterly horrendous website which people have grown up with and therefore know how to use. When Prime was introduced it made them even more essential; having what you’ve purchased on your doorstep the next day without having to think about it. I’ve always thought they don’t get enough credit for their logo, it’s subtly clever.

TOM’S FAVOURITE BEHAVIOUR THEORY IS…

Good old fashioned Salience. If something doesn’t stand out from the crowd you’ll barely notice it for any other behavioural theory to take effect. Some brands do take it too far but you can’t help but notice these ads and they stick in your head for that reason.

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Kate Thorpe

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Kate has several years experience in managing busy offices, from BetFred to Learning Curve. For The Behaviours Agency, Kate wears several administrative hats including business management, finance, HR and marketing.

KATE’S FAVOURITE BRAND:
“I would probably have to say Lego!  I have two young boys and my house is literally wall to wall with the stuff!  Its a go to for birthdays because there is always something new and current, it never gets outdated!  Lego are all about longevity, they have survived and beaten a fall in profit by reinventing themselves, diversifying their offering to market and being more inclusive.  They are a brand which is incredibly engaging with its audience, capturing the interest of both adults and children, this attention to their market has literally paid dividends!”

KATE’S FAVOURITE RETAILER:
“Probably Next, I can get everything I need for my family from one place, in-store or online, the products are good quality and good value, whats not to love?  The website is easy to navigate, ordering and delivery a piece of cake and if I don’t like what I’ve ordered its easy to return.  Next is a staple in our household, particularly now as they continue to add new brands under their umbrella.”

KATE’S FAVOURITE BEHAVIOURAL THEORY IS…
Von Restorff Effect – if it’s out of the ordinary its more memorable, well for me it is anyway!  The Cadbury drumming gorilla, Tango man, taste the rainbow, The Judderman….yep the more bizarre the better!”

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David Crawford

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Board Advisor and Digital Consultant


Having worked in the agency sector for over 25 years David has a wealth of experience across agencies of all shapes, sizes and colours. He’s had board level experience at major digital and integrated agencies including McCann Erickson, twentysix, BJL and latterly Branded3 where he was Managing Director. In these senior roles he’s been responsible for strategic development as well as operational effectiveness and profitability; not to mention developing and implementing digital strategies for brands such as UPS, HSBC, American Airlines, Inchcape Motor Group, Bentley Motors and Procter & Gamble at both national and international levels.

DAVID’S FAVOURITE BRAND:
“Castore – a new, up and coming premium sportswear brand. For me it is proof that truly great brands can only be built on great products – all their products are beautifully designed, made with high quality material and manufactured to highly exacting standards.And they fit and perform brilliantly.”

DAVID’S FAVOURITE RETAILER:
“Apple – a powerful in-store experience, great product mix, highly trained and capable staff with a great use of technology. And let’s not forget their ecommerce offering, great presentation and user experience with loads of help and support around the purchase decision.”

DAVID’S FAVOURITE BEHAVIOURAL THEORY IS…
“The bizarreness effect – simply because it allows for some genuine exploration around creative ideas. What’s not to like about that?”

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Janey Leonard-Myers

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Senior Account Manager


Janey has 3 years experience in Marketing and 4 years in Advertising as an account handler including Cheetham Bell JWT, where she worked on Siemens, Jersey Telecom, Soreen & Joseph Holt. Janey’s experience ranges from developing marketing strategies, advertising campaigns, brand development and digital activation.

JANEY’S FAVOURITE BRAND:
Patagonia: As a sporty & outdoorsy person, I love the quality of their products but more importantly their focus on using the best materials, repairing & recycling because they want to protect the planet we live on. They owe their success to having fun & solving environmental issues.
That’s a yes from me!

JANEY’S FAVOURITE RETAILER:
Amazon: Perhaps controversial but they have pioneered the shopping experience, through being able to buy almost anything, next day delivery with Prime, Gift wrapping, TV & next drone delivery!

JANEY’S FAVOURITE BEHAVIOURAL THEORY IS…
Reciprocity – This bias describes the urge we have to reciprocate the actions others have done towards us, returning the favour where we can. Even the smallest act of generosity or altruism can build a well thought after brand, where it’s customers are inclined to returned the favour.

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Nat Taylor

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Junior Integrated Designer


Nat Taylor has been at The Behaviours Agency since April 2017. She loves illustration and has been selling her own posters online for 3 years, all over the world. She’s working her way to becoming a junior integrated designer and she enjoys learning new things to improve her work.

NAT’S FAVOURITE BRAND:
“Absolut Vodka for their simplicity. The shape of the bottle is enough and they use it across all their advertising. It has the freedom to be cool and flexible, so they can implement it in anything.”

NAT’S FAVOURITE RETAILER:
“ASOS. They’re reasonably priced and the online search is so easy to use if you’re looking for a specific thing. The free delivery and free returns are great and make-up for not shopping in store.”

NAT’S FAVOURITE BEHAVIOURAL THEORY IS…
“Scarcity, because if something is rare or limited edition, it works on me all the time.”

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James Kay Senior Account Director

James Kay

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Senior Account Director


James Kay has worked as an account handler at several Manchester advertising agencies. While at McCann Erickson, he worked predominantly with Aldi, before moving onto TBWA, Manchester, taking on a diverse range of clients like Manchester United, BP and The Co-operative Funeralcare. Through his analytical approach, James works with clients to deliver communications that work and genuinely affect behaviour.

JAMES’ FAVOURITE BRAND:
“Muji are a great example of how brand identity is an ethos that should affect everything a brand does. They examine everything from their products to packaging, making the process as simple as possible.”

JAMES’ FAVOURITE RETAILER:
“Howies are an online clothing company is Wales. They’ve got a distinctive, cheeky tone of voice and every email from them is interesting – I know they’re always worth opening. They also have an ethical approach, which I really admire.”

JAMES’ FAVOURITE BEHAVIOURAL THEORY IS…
“Bizareness effect. It’s where people remember things better that are bizarre, so they appear distinctive and stand out. It takes a brave brand to throw their money behind ‘You’ve been Tango’d’, dancing Action Men toys or a drumming gorilla.”

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James Ballinger

James Ballinger

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Board Director


James Ballinger has 20 years of agency experience, working on a range of retailers and brands. Having started life in media planning before moving into account management, James has a strong grasp of the omnichannel environment marketing teams have to operate in and has developed a wealth of experience in applying behavioural science to brand strategy, campaigns and tactical activity for clients.

JAMES’ FAVOURITE BRAND:
Under Armour specialise in performance clothing. They have a bold vision matched by a seriously brave strategy. Signing-up a host of sport stars early on in their career who are now at the top of their sport (Jordan Spieth, Steph Curry, Michael Phelps and Anthony Joshua), they’ve made a serious dent in Adidas and Nike’s dominance of the sport and fitness category. Their advertising is striking and memorable and the clothing has the right mix of technical excellence and style to boot.”

JAMES’ FAVOURITE RETAILER:
Finisterre. Okay, not that local (they are based in St Ives), but Finisterre is a manufacturer and retailer of innovative clothing intended for use by cold-water surfers. The brand prides itself on using responsibly sourced fabrics and there is a real no-frills, honest approach to the thinking behind the designs and purpose of each piece of clothing. You can sense the passion for what the business stands for and the coats in particular are incredibly lightweight, warm and well-made. I’ve no doubt the in store experience would be a good one; shame they are all by the sea (and in London, obviously).”

JAMES’ FAVOURITE BEHAVIOURAL THEORY IS…
Chunking because:
a) I like to keep things simple for me and others
b) I’m more engaged by manageable amounts of information
c) I remember things in groups of three”

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Dorina D'Ambrosio

Dorina D'Ambrosio

Say hello to Dorina D'Ambrosio

Creative Director


Dorina D’Ambrosio spent her former years as a director at McCann Erickson, working on brands and retailers including Coca-Cola, Scholl, Clarks, Magnet, Sony Card and Durex. She now provides the inspiration, creative leadership and her own special ‘Dorina’ magic to The Behaviours Agency clients. A shopaholic through and through, she intuitively knows how to influence a shopper through persuasive design and advertising. If you meet her ask her anything about, Selfridges she’s an expert!

DORINA’S FAVOURITE BRAND:
“Apple, because have they one look and completely own it. I love the simplicity of their photography and consistency of their advertising. You see something by Apple and you know it’s by Apple.”

DORINA’S FAVOURITE RETAILER:
“There’s nothing about John Lewis that I don’t like! I love their Christmas campaigns and look forward to them every year. Their Design Project series is so innovative, and the online experience is just as wonderful as the instore experience. You walk into a John Lewis store and you know where you are. Plus, you have an automatic trust in every field they expand into, whether it’s glasses or holidays.”

DORINA’S FAVOURITE BEHAVIOURAL THEORY IS…
Scarcity because personally, I’d always try to buy something of quality because it adds to the value. And if it’s limited edition, even better.”

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Sue Benson

Sue Benson

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Managing Director


Sue Benson has worked in and around retail for 20 years, starting life at the coal face at M&S. Moving to McCann Erickson, she led retail projects for Magnet, Clarks, Sainsbury’s Bank, Office World and Sony Card, featuring online and offline communications. She founded The Behaviours Agency with her business partner Dorina D’Ambrosio to bring brands, retailers and shoppers closer together to create action. A brand and business strategist at heart she’s in her element on the shop floor and is a huge advocate of the role of colleagues in the shopper experience.

SUE’S FAVOURITE BRAND:
“I’ve always been a huge fan of Waitrose. I love the provenance, people and the way they leverage their people. The magic of the beautiful products shines through as well as their amazing service.”

SUE’S FAVOURITE RETAILER:
“I just love ASOS. The whole user experience is fantastic, from their product choice to the delivery. They’ve got great service down to a T.”

SUE’S FAVOURITE BEHAVIOURAL THEORY IS…
Commitment pledge. I love the fact that once you say something out loud, you’re committed to it. And it works at a business and personal level.”

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