Mike Daniels, Founder
I have 25 years of experience in qualitative research, brand and advertising strategy.
Prior to starting The Behavioural Architects in Australia, I was Managing Director of Ogilvy & Mather Sydney, and was head of strategy at several Australian advertising agencies including Clemenger BBDO and DDB, as well as Global Planning Director for HP at Goodby in San Francisco.
I’ve worked on brand and advertising strategies for many Australian and global clients across many categories.
With a degree in Psychology, I conducted post-graduate research in Family Therapy before beginning my career as a qualitative researcher and strategist. My belief is that the better we define business, brand and behavioural problems, the faster and more effective the solutions we create. The concepts and vocabulary now being developed by the Behavioural Sciences provide us with the opportunity to be ever more penetrating in our depth of insight and diagnosis of issues and opportunities.
With a deeper understanding of the underlying causes of behaviour can come far more effective thinking about how to influence it, which is increasingly vital as organisations everywhere are looking to find new and more effective ways to create behavioural change.
Melissa Gill, Director / Head of Behavioural Strategy
My extensive experience in communications has been developed over 15 years in the advertising industry.
My career in business management provided fascinating insight into many business sectors; FMCG, alcohol, retail, airlines, fashion, government and pharmaceuticals.
My interest in behaviour, strategy and research has led to my current field of study, a Bachelor of Behavioural Studies, Psychology.
Since joining The Behavioural Architects in January 2013, I have been fortunate enough to work with some fabulous clients on hundreds of different behavioural change challenges. In every instance I have seen evidence of new insight for behaviour change surfaced due to the behavioural sciences’ unique way of categorizing behaviour.
Tom Cameron, Behavioural Strategy Consultant
I joined The Behavioural Architects in 2014, having completed a double degree in Commerce and Science from Monash University. There I majored in marketing and psychology, where I realised and began to develop my interest in qualitative research.
I recently undertook an internship at The Lab Strategy, where I worked on a range of business categories, including FMCG, Public sector, Financial Services and Health and wellbeing.
I am fascinated by how the behavioural sciences can help us understand consumer behaviour. I believe that through uncovering fundamental drivers of behaviour and connecting patterns of behaviour, businesses can acquire an innovative outlook on their goals and bring about progressive strategic change.
Emma Burn, Senior Behavioural Strategy Consultant
I joined The Behavioural Architects Sydney in 2015. I have built up nearly 20 years of experience working in advertising agencies within the disciplines of both account management and strategic planning. I began my career in London at McCann-Erickson, and then moved to Sydney in 2001, working for Leo Burnett, DDB and most recently Clemenger BBDO, where I was a senior strategic planner.
During my advertising career I’ve worked with many major clients and categories, spanning FMCG, financial services, consumer healthcare and technology with brands such as Kellogg’s, Nestle, Wrigley’s, Campbell’s, J&J, Pfizer, MLC and GE.
My interest in behavioural science is fuelled by a desire to fully understand the people we engage with in the course of consumer research and to then use the insights generated to create an effective solution. I believe that Behavioural Economics provides a strong and robust framework for both generating and honing those insights and changing behaviour.
Esther van Oppen, Office Manager
I joined The Behavioural Architects in Sydney in 2015 as our Office Manager. I have many years of experience in project management in the Marketing & Corporate Communications field, first at Volvo Cars and later at Vodafone. I also lived in Shanghai with my family for a number of years before settling in Australia. I graduated with a Bachelors degree in Communications in my country of birth, The Netherlands.
In working, living and travelling on three different continents, I’ve developed a keen eye and interest in understanding and making sense of people’s behaviour – subtle cultural differences, irrationalities and norms and how behaviour is influenced by experience, culture and context. Combining this interest in behaviour and being a natural organiser benefits me in my role to support the team here in all organisational matters.
Alice Hsieh, Behavioural Strategy Executive
I joined The Behavioural Architects, Sydney in March 2016, with a desire to make a genuine difference to individuals and organisations. Prior to joining The Behavioural Architects, I worked at one of Australia’s leading providers of integrated human resource services, providing expertise in the areas of talent management and organisational development to a range of business sectors including finance, retail, energy, and government. I hold an Honours degree in Psychology, and recently completed a Doctor of Organisational Psychology at Macquarie University.
The field of Behavioural Economics illustrates just how fascinating human behaviour is. I believe that behavioural science has tremendous potential in helping to solve some of today’s most challenging problems and I am excited by the opportunity to partner with clients to apply behavioural insights to influence behaviour.