Member Article

After 13 years The Market Creative rebrands as The Behaviours Agency

The Market Creative has changed its name to reflect its recent commitment to behavioural science, which it uses to help brands grow by better understanding customers to solve marketing problems.

Over the last year the creative agency has evolved significantly, adopting a behavioural science approach throughout its business including training all staff on behavioural economics and developing a range of unique tools and models.

Behavioural science now informs all of its services from behavioural design sprints and creative concepts to retail design and communication.

The approach has proved successful among existing clients such as Sharps and is attracting new business including a recent project with Nike and DW Fitness First.

Sue Benson, Managing Director at The Behaviours Agency said: “The Market Creative has felt increasingly less relevant to us. When we created a new behavioural economics model it felt huge, and we recognised the potential it offered businesses. Twelve months on and behavioural science is fully embedded across the agency, but we felt we had to embrace it externally too.

“The name change signifies our commitment to the belief that understanding consumers through behavioural science is the only way we, and the businesses we represent, can begin to creatively solve a myriad of marketing challenges.

“We adopted behavioural science because it decodes the decisions behind why people choose to buy or not buy a particular brand. As consumers few of us are qualified to determine which is the best car or even coffee to buy and often find ourselves paralysed by an abundance of choice, so we resort to cognitive shortcuts to help get there. The ultimate goal for a brand is becoming that unconscious choice, which inevitably delivers commercial success.”

The Behaviours Agency branding and website were designed internally. The creative concept is based on transparency - the ability to clearly see change through understanding behaviour. This is represented through a bold black and white logo, signifying confidence without gimmicks. The new strapline is: ‘Creativity informed by behavioural science.’

The agency has also moved offices from Trafford Park in Manchester to a more collaborative and creative space in Boat Shed on Salford Quays where it employs 15 staff. It has just been awarded IPA CPD Gold accreditation for outstanding professional development.

Sue added:“A fresh brand and lovely office space represent the start of an exciting new chapter in our story. We’ll be looking to grow by approaching big, ambitious brands with our new proposition. We’ll also be taking a more consultative approach to staffing and our focus will be on profit rather than turnover.”

This was posted in Bdaily's Members' News section by The Market Creative .