Speaker: Kate Waters, Director, Client Strategy and Planning, ITV

The ‘new’ science behind the advertising on our screens

Marketing has long been thought of as more ‘art’ than ‘science’, but over the last decade, many academics and practitioners have been gradually building the evidence base for effective marketing, drawing on theories from consumer psychology and behavioural science.

This insight is increasingly used by marketers and advertisers to ‘nudge’ consumer behaviour, shaping what they tell us, how and where they reach us and the way they frame their messages to us. Alongside the classic marketing texts, Kahnemann, Thaler, Ariely and others now grace many a marketer’s bookshelves.

Kate Waters, Director of Client Strategy and Planning at ITV, is a keen advocate of the application of behavioural science to advertising. From Love Island to the AA, and from meerkats to carrots, Kate will use a wide range of well-known campaigns to illustrate how the tenets of behavioural science have been embraced by brands and organisations hoping to influence consumer behaviour.

Kate has over 25 years’ experience as an advertising strategist, advising some of the UK’s best-known brands, including Mini, BT, Nestle Rowntree and NatWest. She has also worked extensively with HM Government on campaigns addressing teenage pregnancy, smoking cessation, drug addiction and vaccine hesitancy and it was through this work that Kate ‘rediscovered’ her psychology degree and realised that what she had learned at university, but then quickly forgotten, might actually be helpful in her working life. Kate now works in ITV’s commercial team, advising their advertisers on how to make more effective advertising,

It is expected that the presentation will last 45 minutes followed by approximately 30 minutes of Q&A and networking will as usual be encouraged at this event.
We look forward to seeing you at this event.