Emily Tan
Nov 12, 2014

How Ogilvy’s Graves hopes to bring science back into communications

GLOBAL - After completing his paper on ‘Brain. Behaviour. Story.’, for which he was awarded his third WPP Atticus award in June, Christopher Graves, global chairman and CEO of OgilvyPR, hopes to disseminate his findings throughout the agency.

Graves' paper references the curious incident of Phineas Gage

Campaign Asia-Pacific sat down with Graves on a recent visit to Hong Kong.  

Why do PR and advertising need science

Our agencies often face having to change mindsets. But if you go into it the way most agencies do, they try to be clever, or they do a bit of traditional message testing. But they don’t understand the hundreds of ways they backfire. Science can illuminate and highlight the positives and...

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