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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RIchard Shotton

Richard Shotton

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BEHAVIOURAL SCIENTIST


Richard Shotton is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising. The Choice Factory topped a global poll organised by ad agency by BBH to find the best book ever written on advertising.

Richard started his career as a media planner 19 years ago, working on accounts such as Coke, Lexus and comparethemarket.com, before founding Astroten, a consultancy specialising in applying behavioural science to business problems.

He tweets about the latest social psychology findings from the handle @rshotton.

RICHARD’S FAVOURITE BRAND:
Nespresso.  It applied price relativity wonderfully at launch. By packaging its pods in a single-cup serving it shifted the comparison set from roast and ground coffee, like Douwe Egberts, to coffee shops, like Starbucks.

This shift persuaded shoppers to pay about six times as much for Nespresso as they do for roast and ground coffee.

If Nespresso was sold in half-kilo bags, they would cost £50 each. Would you pick up a bag on a trip to Tesco if it was nestled next to the roast and ground coffee bags costing a fiver?

Probably not. But many people are happy paying 50p a pod, which works out about £50 for a half kilo.

RICHARD’S FAVOURITE RETAILER:
Flat Iron, the steak restaurant.

They’re masters of applying the peak-end rule. The peak-end rule is the idea that people are most likely to remember the peak (that’s the most intense moment) and the final moment of an experience.

Flat Iron apply that idea brilliantly. As you exit the restaurant they surprise you with a free ice cream cone.

A great tactic that costs almost nothing but leaves diners with long-lasting positive memories!

RICHARD’S FAVOURITE BEHAVIOURAL THEORY IS…
The pratfall effect. That’s the idea that people and products who admit a flaw become more appealing. It’s a fascinating bias because there’s a lot of evidence for it yet it’s still underused by brands. On the rare occasions that it’s used it has proved highly effective for brands. Think of Guinness admitting they’re slow, VW Beetle that it’s ugly or Stella that it’s expensive. You can read more about the bias here.

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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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Matt Taylor

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Junior Integrated Designer


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

MATT’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.”

MATT’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.”

MATT’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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Phil Monks - Lead Copywriter at The Behaviours Agency

Phil Monks

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Deputy Creative Director


Phil Monks brings a whole host of copywriting and creative experience. He launched his career in London at agencies such as JWT, Wieden+Kennedy and IRIS, before moving back to Manchester to work at digital agency, Delineo. He has worked across both B2B and B2C, with brands in the financial, FMCG and retail sectors. Along the way he has helped give brands a voice and a presence across traditional and non-traditional media, including Carling, Nintendo, Nike and The Co-Operative Group.

PHIL’S FAVOURITE BRAND:
“Firebox for their unwavering confidence in how they talk to their customers. They tell their story in an incredible way and with complete conviction. From the smallest piece of comms to emails and even their T&Cs, the tenacious tone of voice bursts through. With such a bold personality, you can really imagine the people behind the brand.”

PHIL’S FAVOURITE RETAILER:
“My Dad’s butcher shop. It’s a reminder of what’s great about the spirit and drive of independent retailers.”

PHIL’S FAVOURITE BEHAVIOURAL THEORY IS…
“Commitment. It’s all about bringing people into the brand’s world and inviting people to actively engage with your product builds a direct connection with them.”

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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 16 years of agency experience, working on a range of retail brands. Having started life in media planning before moving into account management, James has a strong grasp of the omnichannel environment retailers have to operate in. During his time at SASS, he worked with Arighi Bianchi, before moving to Clear Marketing to work with Thomas Cook and CALA Homes. Specialising in branding, advertising and in-store marketing, James loves to come up with ways to improve his clients’ marketing strategies and advertising activity.

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

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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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