As part of a restructure, Manchester-based shopper marketing specialist, The Behaviours Agency is launching a standalone business division dedicated to brands that want to engage families, while its existing integrated marketing offering will operate separately as The Behaviours Agency.

Under The Behaviours Agency group, the Market Family will be dedicated to bringing brands closer to the family market. Jo Whitby, ex-McCann-Erickson, has been working on family brands for the last five years and has been appointed to lead the new division.

The Behaviours Agency Family is set to challenge the traditional agency model by offering a new and unique way of working, which ensures that all work delivered has been through the Family Approval process, which includes:

Family Principles – a set of guiding principles developed by working with families, which campaigns, packaging and any brand materials can be appraised by.

The Family Panel – a ready-made test panel of 12, including healthcare professionals, parents and experts.

Family Pre-testing – focus group qualitative research for pre-market testing by specialists.

As part of the launch activity, a new website has been developed for The Behaviours Agency Family at

Sue Benson, managing director says: “My vision has been to create a group of multi-audience and multi-service business units that can operate both collectively and independently. Our team has a wealth of expertise in the family market, having worked with a number of major brands from Cow & Gate and Lego to SSL children’s medicines, so a division devoted to this area was a natural choice for us.

“The Behaviours Agency Family will provide a niche offering to brands looking to connect at any stage of the family journey from conception to bump and birth, right through to schools years. It will redefine the way that marketers think about agency models and provide the blueprint for expansion in the future.”

The company’s existing integrated shopper marketing offering, The Behaviours Agency will continue to service both retailers and brands. Adam Tregaskis has been appointed as account director to head this side of the business. Adam started in retail 13 years ago at GUS plc and has since worked with a number of major retailers including Magnet and Littlewoods.

For further information about The Behaviours Agency visit


Follow us on Twitter @themarketc @themarketf

Media enquiries

Clare Schofield : Unique Creative Communications : 07792 429227 :