Hill+Knowlton Strategies (H+K) has launched a behavioural insights and strategies team, under the leadership of Matt Battersby, the co-head of its financial and professional services division.
The new division will “apply analysis of human behaviour to communications”, using H+K’s new behavioural comms model SMARTER, which brings together seven methods “by which communications can influence behaviour.”
H+K’s new unit, which is made up of four people from across the agency, is headed up by Battersby. He recently completed an Executive Master of Science degree in Behavioural Science at the London School of Economics.
He said: “I believe behavioural science should and will have a significant impact on our industry. Clients are increasingly looking for ways to help their customers and other audiences make better decisions and use communications to change behaviour. Whether that’s encouraging participation in sport, switching to healthier food products or managing their money more effectively.”
The company has launched the model following a successful trial last year.
Richard Millar, CEO of H+K UK , added: “As an industry we’ve moved on from the days where our primary expertise was a knowledge of how the media works. As more of our communications become direct to audience, we need to become expert in the science of how people think, behave and make decisions. Matt’s team will provide that expertise, strengthening H+K’s research capabilities and providing further value for our clients.”