Maja Pawinska Sims 17 Dec 2021 // 1:18PM GMT
LONDON — BCW has appointed behavioural science specialist Steven Johnson as its first director of behavioural science in London.
Johnson will join BCW Why, the agency’s behaviour change science and technology practice, which works with health-focused businesses and organisations to help them solve complex business challenges.
In his new leadership role, he will focus on developing new approaches to understanding human behaviour, along with diagnostic and design tools to effect behaviour change.
Johnson launched behavioural insights consultancy Considered, in 2012, and his experience also includes data science and human-centred design. He started his career as a design creative and has won awards for his work from Cannes Lions and D&AD, among others.
“Despite a rapid increase in awareness of applied behavioural science over the last decade, its potential as a driver of positive change is still relatively untapped,” said Johnson. “Over the next decade the discipline will evolve to provide more tailored and targeted campaigns, services and products based on a deeper understanding of lived experience and more effective use of emerging data science, machine learning and AI technologies.
“Our ambition is to place BCW Why at the cutting edge of this applied practice to help our clients change lives by moving health forwards for people, communities and the world.”
BCW’s group healthcare managing director Catherine Keddie said Johnson had a global reputation for delivering transformative behavioural change campaigns: “Steven brings with him a tremendous knowledge and expertise that allows BCW Why to go far deeper into the minds, values, motivations and actions of our audiences.
“Together with managing director Lee Gazey, Why will create unique opportunities for positive behaviour change based on a powerful combination of empathy and evidence: lived experience and scientific rigour.”
UK chief executive Rebecca Grant added: “In an era of volatility and uncertainty, it’s harder for business leaders to understand the changing motivations of their audiences and interplay within a broader cultural context. Steven’s addition to BCW Why further enhances our ability to offer clients unparalleled insights into audience behaviour and empower them to better communicate with, motivate and move their audiences to act.”