Leo Burnett Launches INSTITUTE OF BEHAVIOUR Here
* Institute of Behaviour founded on the belief that understanding behaviour is the key to the future of communications
* Cerebos Pacific Limited is the founding client of Institute of Behaviour
Leo Burnett very recently launched the Institute of Behaviour in Singapore. Economic Development Board’s Executive Director, Kelvin Wong, was the guest-of-hounor at the private event held at Fullerton Bay Hotel, attended by leading marketers in Singapore.
The Institute of Behaviour is founded on the belief that understanding the behaviour of people is the key to the future of communication, tapping into its propriety suite of quantitative and qualitative tools that includes ‘What If Mapping’ (which re-invigorates brands by re-imagining product categories) and ‘HumanKind Quotient’ (maximizing brand and shareholder value through the HumanKind approach).
Based in Singapore with an Asia-wide remit, it offers companies competencies focused on behaviourial knowledge and insights across brand consultancy, research and innovation for brand building efforts that reframe how contemporary brands are built.
Conceptualised and created by Leo Burnett Asia Pacific, the Institute of Behaviour makes its debut in Singapore with the potential to be rolled out in strategic hubs globally.
Saurabh Varma, chief strategy officer, Leo Burnett Asia Pacific oversees the Institute of Behaviour while branding specialist and author of “The Brutal Truth About Asian Branding” Joseph Baladi has been named to head up the consulting unit. The search for heads of research and innovation divisions is currently underway.