H+K London Launches New Behavioural Insights & Strategies Team

Hill+Knowlton Strategies (H+K) has launched a new behavioural insights and strategies team. The team will apply the science of human behaviour to the art of communications.

The team will combine the latest behavioural science theory with new research tools to help create more effective communications. It will utilize SMARTER, H+K’s new behavioural communications model.

The team will be led by Matt Battersby who has recently completed an Executive Master of Science degree in Behavioural Science at the London School of Economics. He has combined this theoretical grounding with his practical experience gained from over 10 years in public relations to create a practical model for H+K’s clients that can be used to analyse and influence audience behavior through communications.

Matt 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.”

Richard Millar, CEO of H+K UK and Global Chair of Creative Strategy, commented: “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.”