FORA.tv Speaker - Matthew Willcox
As Executive Director of Draftfcb's Institute of Decision Making, Matthew Willcox leads the charge in helping the marketing communications agency deepen it's understanding of human decision making.
The institute works with behavioral economists and neuroscientists as it seeks to shed light on the role of instinctual or automatic responses, how these affect consumer decision-making and how they can be addressed through brand messages and experiences.
In addition to his role at the Institute of Decision Making, Mr. Willcox heads up Draftfcb's planning team on the West Coast and has helped companies such as Electronic Arts, Levi Strauss & Co., Del Monte, Hilton Hotels Corp., AT&T and MTV make innovative and effective connections with their audiences. He has also led the agency's efforts to understand the changing ways in which men and society relate to masculinity and the opportunities these changes present to marketers.
Prior to joining Draftfcb, Mr. Willcox spent 12 years at Ogilvy & Mather in both the London and Bangkok offices.