Decoding Humans to Effect Real Change in 2021 Description

Posted by Ogilvy

David Ogilvy started in research. He said, no doubt in great frustration: “They don’t say what they think, and they don’t do what they say.” While we all pursue that head-slappingly brilliant creative execution based on deep human insights, we have used blunt if not faulty tools. Behavioural science has humbled us. So much of what we thought about how humans make decisions and make sense of things was wrong. We created personas—cartoon-like generalizations of complex humans with cute, alliterative titles like “Cautious Caitlin,” or “Bold Ben” that were based on irrelevant factors like demographics, as well as real crumbs of behavioral clues that tell us the “what” but not the “why.” And when we ask people why, they will tell us. The problem is, they themselves don’t really know why. What if we could reveal the “Real Why” of the human sensemaking genome? A set of hidden building blocks that filter, distort and guide each individual’s choices, behaviours, and even how they react to our creative and our word choices?

With recent proprietary advances, we think we can.

In Conversations That Matter–Decoding Humans to Forge a New Frontier for Marketing, Ogilvy Consulting’s Christopher Graves and Ritesh Patel will host a special guest panel to discuss how to reinvent personas and inform a better, more precise, more effective and more empathetically resonant crafting of message framing and content.


Christopher Graves

Founder – Ogilvy Consulting

Ritesh Patel

Chief Digital Officer – Ogilvy Consulting


Thu, 11 Feb 2021
15:00 - 16:00


Online Webinar,
City of London

Online Webinar




Our vision is to inspire brands and people to impact the world. We achieve this by breaking down the barriers that restrict talent and ideas. We believe impact and
magic lies at this intersection. We call this Borderless Creativity.

Ogilvy is all about depth and breadth – we have London’s broadest and deepest skillset in communications our award-winning teams work fluidly across our core capabilities Advertising Brand & Content, Experience & UX, PR and Influence, Health and Growth and Innovation. And we have the UK’s largest dedicated team of award-winning behavioural scientists in-house.

We believe impact and magic lies where ideas aren’t siloed and can thrive at the intersection of both disciplines and talent – scaled by seamlessly connecting and accessing the deep cultural expertise across the network. We call this Borderless Creativity

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