Adam Ferrier

Adam Ferrier

Sydney, New South Wales, Australia
26K followers 500+ connections

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About

Hi. Here's a little background.

After graduating university with degrees in commerce and clinical psychology, I began my career working in maximum security prisons, before making the natural move to advertising when I joined Saatchi & Saatchi as a Strategic Planner. During this time I invented a psychological board game 'The Analyst'​, translated into three languages (still selling well in Benelux countries), and completed my Masters Thesis 'Identifying the Underlying Constructs of Cool People' (yes really!)

I co-founded Naked Communications, APAC in 2004. Naked embraced a behavioural change model whilst building brands and was one of Australia’s most awarded and successful agencies (winning AdNews Agency of the Year Grand Prix in 2007).

After selling Naked we created THINKERBELL - where we practice 'measured magic' - bringing together marketing science and hard core creativity. Our Thinker / Tinker model has led to rapid success, winning Adnews Agency of The Year just 2 years after opening. In 2023 we were award Campaign Brief Agency of the year, Campaign UK Global Agency of Tge Year (2nd), and AMI Agency of the Year.

I’ve also co-founded two conferences s p a c e (corporate cochella) and MSIX (marketing sciences ideas change). and DOA, a social cause agency. I also sat on the boards of TRIBE (social influence), the Public Interest Journalism Initiative (PIJI), and Good Thnx.

I co- host a podcast called Black T-Shirts: XXL Creativity for Marketrs, and Disrupt Radio’s Enterprise Breakfast with Libby Gore.

I'm a regular panelist on TV shows Gruen, The Project, and Sunrise #mastersofspin (as well as Celebrity Apprentice and Australia's Next Top Model (don't ask!), and Man Up. I had a weekly segment on national radio station MMM, and ABC. I've commentated and/or write for TIME, The Australian, Mumbrella, B&T, Fast Company, The Guardian and the Wall Street Journal.

Some recognition
2010 Adnews’ 40 under 40
2012 Australian Creative's Power 20
2013 The WARC Global Prize for Innovation
2014 The Cannes Chimera
2014 Worlds Top 50 Planners
2019 Distinguished Alumni from Murdoch University
2023 Chair of Judging Business Transformation LIA

I've written two books
'The Advertising Effect: How to change behaviour'​ (Oxford, 2015), and
'Stop Listening to The Customer (Wiley, 2020).

I do keynote speaking globally with ODE Management.

Most importantly, I'm married to an amazing woman (Anna) and have two very cool boys (Asterix and Arturo), a dog (Finick), and a revolving cast of tropical fish.

Articles by Adam

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Activity

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Experience

  • Thinkerbell Pty Ltd Graphic

    Thinkerbell Pty Ltd

    Australia

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    Planet Earth

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    Australia

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    Everywhere

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    Byron Bay

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    Around

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    Australia

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    Global

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    Sydney, Australia

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    Sydney, Australia

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    Long Bay, MRRC, Oberon, Bathurst Correctional Centres

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Volunteer Experience

  • Our Watch Graphic

    Communications Committee

    Our Watch

    - 3 years 1 month

    Human Rights

    Our Watch has been established to drive nation-wide change in the culture, behaviours and attitudes that underpin and create violence against women and their children

  • Movember Foundation Graphic

    Various Projects

    Movember Foundation

    - Present 9 years

    Human Rights

    Been involved with various projects such as MAN UP, The creation of MAYEIGHT!!!, and Suicide Notes Talk to Late for World Suicide Prevention Day

  • Taronga Conservation Society Australia Graphic

    Ambassador

    Taronga Conservation Society Australia

    - Present 8 years

    Animal Welfare

    2016 sees the centenary of Taronga Conservation Society Australia (www.taronga.org.au). Taronga is using the occasion to raise awareness of teh plight of 10 seriously troubled species including the Corroboree frog - which I'll help champion. If you'd like to know more about the Corroboree Frog you can get information here www.corroboreefrog.com.au/corroboree-frog

  • Patron

    Mindshift

    - 3 years

    Patron of Mindshift: The national self esteem initiative

Publications

  • Stop Listening to The Customer: Try hearing your brand instead

    Wiley

    Pretty much as it says in the title

    See publication

  • Eat Your Greens: Fact based thinkin to improve your brands health

    APG

    chapter in this book

    See publication

  • The Advertising Effect: How to change behaviour

    Oxford University Press + CITC Publishing (China - 2017)

    Want to know how to influence other people’s behaviour? Buy The Advertising Effect at www.oup.com.au/ferrier

    In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices…

    Want to know how to influence other people’s behaviour? Buy The Advertising Effect at www.oup.com.au/ferrier

    In The Advertising Effect, respected advertising insider, Adam Ferrier, reveals the ten techniques used by some of the best-known brands across the globe. These techniques are grounded in psychological theory with award winning real world examples and explore how the most effective way to change behaviour is through action rather than the conventional advertising practices (emotional or rational persuasion).

    This is the ultimate insider’s guide, to the ultimate behaviour change industry – advertising.

    Expose the techniques that advertisers use to get consumers to buy.
    Examples and case studies illustrate successful strategies and includes award winning campaigns such as Rename Speed, Steal Banksy and Share a Coke.
    Includes insights from some notable people in advertising, philosophy and behavior change including Alain De Botton, Andrew Denton, David Nobay, Faris Yakob and Bob Garfield.

    Other authors
    See publication

  • Level of Brand Interaction and its Impact on Likelihood to Purchase

    Journal of Consumer Psychology

    Paper presented at the Global Advertising and Consumer Psychology Conference 2013 in San Diego

    See publication

  • Behavior Change: Why Action Advertising Works Harder Than Passive Advertising

    Journal of Consumer Psychology

    Looked at how (inter)active advertising created more of an effect (as measured by donations to a charity) than passive advertising (rational or emotional).

    Other authors
    • Brooke Ward
    • Josie Palmero
    See publication

  • Review of Daniel Kahneman - Thinking, Fast and Slow

    International Journal of Advertising

    International Journal of Advertising, Vol. 31, No. 2, 2012, pp. 445-446. Review of Daniel Kahneman's Thinking, Fast and Slow. In short, extremely interesting reading on the beginning of behavioural economics and some of its key principles. However, will leave reader in an informed state of powerlessness.

    See publication

  • Ex Libris

    International Journal of Advertising

    Adam Ferrier, International Journal of Advertising, Vol. 30, No. 2, 2011, pp. 359-360

    In this article, Adam Ferrier of Naked Communications introduces the books that have inspired and informed him. These include the works of Irvin Yalom and Milan Kundera; as well as Dan Ariely's Predictably Irrational.

    See publication

  • Identifying the Constructs That Underlie the Concept of a Cool Person

    Masters Thesis, University of Western Sydney, Sydney, Australia.

    This paper identified the underlying constructs of cool people. Five were identified; Self belief and confidence, defying convention, understated achievement, caring for others, and energy and connectivity

    See publication

  • Generation of concrete ideas to motivate undetected sexual offenders to seek treatment using the Marketing Psychology approach

    International Association for the Treatment of Sexual Offenders (IATSO), Vienna, Austria.

    Most sex offenders only seek treatment once they are caught. This paper looked at how to get sex offenders into treatment before they were caught via an advertising campaign.

    Other authors
    • Steve Feelgood
    • C.J. Ahlers
    See publication

Projects

  • Chiroptophobia

    Director and Writer

    This is a short film about embracing ones fears. It's in the official selection for the St Kilda Film Festival 2015, Australia's oldest and most prestigious film festival (perhaps with the exception of Tropfest!)

    Other creators
    See project

  • ABC Mental As... Steering Committee

    Part of the team that created and oversaw the implementation of the 2014 ABC Mental As... program. A week of content to raise awareness, and create action for mental health issues in Australia. The ABC Mental As... went on to raise over $1.5 million to support research into mental health issues in Australia.

    See project

  • Marketing Sciences Ideas Xchange (MSIX) I, II , III

    Curator and Co-Founder of MSIX (Marketing Sciences ideas Xchange) and the MSIX Awards. A conference dedicated to the helping marketers and advertisers embrace science and scientific principles to enhance their marketing, media and advertising efforts. Speakers have included Rory Sutherland, Co-Chairman of Ogilvy UK. Prof Michael Norton, Paul Fishlock, Jon Williams, and Bri Williams.

    The MSIX Awards begane in 2015, and were repeated in 2016. Behaviour Change Partners won the…

    Curator and Co-Founder of MSIX (Marketing Sciences ideas Xchange) and the MSIX Awards. A conference dedicated to the helping marketers and advertisers embrace science and scientific principles to enhance their marketing, media and advertising efforts. Speakers have included Rory Sutherland, Co-Chairman of Ogilvy UK. Prof Michael Norton, Paul Fishlock, Jon Williams, and Bri Williams.

    The MSIX Awards begane in 2015, and were repeated in 2016. Behaviour Change Partners won the inaureal Grand Prix. Ogilvy Change won the Grand Prix in 2016.

    Other creators
    See project

  • The Act Button

    We won the Cannes Chimera for 'The Act Button'

    "We all have those moments where we wish we could change the news, to give every sad story about extreme poverty a happy ending. Hardly any of us have considered that this could actually be possible.

    In partnership with MSN or another major news provider, well create the Act Button. A button that punctuates the end of every sad, extreme-poverty related news story online with a compelling call-to-action: Don't like what youre reading?…

    We won the Cannes Chimera for 'The Act Button'

    "We all have those moments where we wish we could change the news, to give every sad story about extreme poverty a happy ending. Hardly any of us have considered that this could actually be possible.

    In partnership with MSN or another major news provider, well create the Act Button. A button that punctuates the end of every sad, extreme-poverty related news story online with a compelling call-to-action: Don't like what youre reading? Act.

    When people click the Act button, they'll be directed to a new section of the news publishers site. Here, they'll be encouraged to share news about initiatives, policies, programs and potential investment opportunities that could play a role in changing the outcome of the story they have just finished reading about.

    By streamlining the research process, users will be able to share positive solutions to extreme poverty stories more frequently through their personal social graphs; individuals will finally be empowered to change the news through education."

    See project

  • Power of Influence at Museum of Australian Democracy Eureka (MADE)

    Adam hosts an interactive exhibit at the Museum of Australian Democracy Eureka (MADE). The exhibit titles 'Power of Influence' allows people to interactively explore the areas of behavioural economics, decision making, and the unseen influences around us.

    See project

  • The Analyst - A Board Game

    Creator of 'The Analyst'​.

    The Analyst is a best selling boardgame translated into 3 languages and apparently still sells well in the Benelux countries. The premise of the game is that you get to know the others you are playing with better by describing them through the apparent safety of metaphor. It's great fun. It took me 11 years to think about adding this to my LinkedIn profile!

    See project

  • Judging The Gatwick

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    An awarding winning documentary on the transition of The Gatwick from a boarding house to The Block. Official Selection for St Kilda Short Film Festival and Revelation International Film Festival

    See project

  • Ask Richard

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    Saved community radio station FBi by asking all listeners to all ask Sir Richard Branson for $1,000,000. Won a Gold Clio, ADMA, and The Effies (2 Gold, 1 Silver). Was 'In Book' at D&AD.

    See project

Honors & Awards

  • Agency Awards Won

    Mumbrella Adnews and B&T

    Adnews - Emerging Agency of the year - 2004
    Adnews - Media Agency of the year - 2005
    Adnews - Agency of the Year - 2007
    Adnews - Media Agency of the Year - 2007
    Adnews - Specialist Agency of the year - 2007
    Adnews - Media Agency of the year - 2009
    Adnews - Top 10 Agency - Creative / Digital / Media / Direct - 2012
    Adnews Agency of the Year Grand Prix 2014 (c&p)
    Adnews Independent Agency of the Year 2014 (c&p)
    Adnews Creative Agency of the Year 2019 -…

    Adnews - Emerging Agency of the year - 2004
    Adnews - Media Agency of the year - 2005
    Adnews - Agency of the Year - 2007
    Adnews - Media Agency of the Year - 2007
    Adnews - Specialist Agency of the year - 2007
    Adnews - Media Agency of the year - 2009
    Adnews - Top 10 Agency - Creative / Digital / Media / Direct - 2012
    Adnews Agency of the Year Grand Prix 2014 (c&p)
    Adnews Independent Agency of the Year 2014 (c&p)
    Adnews Creative Agency of the Year 2019 - Thinkerbell
    Mumbrella Independent Agency of the Year 2015 (c&p)
    Mumbrella Emerging Agency of the Year 2019 - Thinkerbell
    B&T - Emerging Agency of the Year - 2004
    B&T - Specialist Agency of the Year - 2005
    B&T - Media Agency of the Year - 2006
    B&T - Specialist Agency of the Year - 2009

  • Effective and Creative Awards

    Cannes Lions, Clio, Effies, ADMA, LIA, D&AD, WARC, Etc.

    INTERNATIONAL

    CANNES CHIMERA
    Winner for 'The Act Button' ($75,000)

    WARC
    World Prize for Innovation ($10,000) - Overstay Checkout

    CANNES LIONS
    Gold / Art Series Hotels – Steal Banksy
    Silver / Art Series Hotels - Overstay Checkout
    Bronze / Icon Clothing - Hypnomarketing
    Finalist (x13) Mini / Absolut / Icon Clothing / Lynx / ASH / Coke Zero / WGAC

    CLIO
    Gold / FBi Radio – Ask Richard
    Silver / Art Series Hotel – Banksy
    Bronze (2) / Art Series…

    INTERNATIONAL

    CANNES CHIMERA
    Winner for 'The Act Button' ($75,000)

    WARC
    World Prize for Innovation ($10,000) - Overstay Checkout

    CANNES LIONS
    Gold / Art Series Hotels – Steal Banksy
    Silver / Art Series Hotels - Overstay Checkout
    Bronze / Icon Clothing - Hypnomarketing
    Finalist (x13) Mini / Absolut / Icon Clothing / Lynx / ASH / Coke Zero / WGAC

    CLIO
    Gold / FBi Radio – Ask Richard
    Silver / Art Series Hotel – Banksy
    Bronze (2) / Art Series Hotel – Bansky, TAC – SpeedKills

    D&AD
    In Book (2) FBi Radio – Ask Richard, Art Series Hotel – Banksy

    SPIKES ASIA
    Gold (4) TAC - SpeedKills, ASH - Overstay Checkout, ASH – Banksy
    Silver (2) ASH – Banksy
    Finalist - Who Gives a Crap

    New York Festivals
    Gold / TAC – SpeedKills
    Silver / ASH - Banksy

    WORLD FESTIVAL OF MEDIA
    Gold (2) TAC – SpeedKills, ASH - Steal Banksy

    LIA
    Silver (2) Art Series Hotels – Banksy, TAC - Speedkills

    AUSTRALIAN AWARDS

    EFFIE
    Gold x2 / FBi Radio – Ask Richard
    Gold x2 / Art Series Hotels – Banksy
    Gold / Art Series Hotels - Overstay Checkout
    Gold / George Weston Food - Ministry of Muffines
    Silver x2 / Art Series Hotels - Banksy
    Silver / Art Series Hotels - Overstay Checkout
    Silver x2 / Fiat Chrysler Group - Jeep
    Bronze / Art Series Hotels - Overstay Checkout
    Bronze APAC - Jeep
    Shortlist x8 / Coke, Telstra, MINI, TAC

    ADMA
    Grand Prix / Art Series Hotels - Steal Banksy
    Grand Prix / TAC - Speedkills
    Gold (x4) ASH - Steal Banksy x2, TAC - Speedkills x2,
    Gold / FBi - Ask Rickard,
    Gold / ASH - Overstay Checkout
    Silver (3) ASH / TAC / FBi
    Bronze / ASH
    Finalist / Oxy

    AIMIA
    Grand Prix / FBi - Ask Richard
    Gold x 4 / FBi - Ask Richard

    CommsCon
    Grand Prix / Who Gives a Crap
    Gold (x2) / Who Gives a Crap

    AWARD
    Silver (x10) TAC- Speedkills, ASH, Steal Banksy, Chiko, Movember, CGU
    Bronze / TAC Speedkills

    MFA
    Gold (x2) ASH - Steal Banksy and overstay Checkout
    Gold / Coke - Share a coke
    Gold / FBI - ASk Richard
    Gold / WGAC - Get Simon off loo

    Sirens
    Shortlisted (x3) / TAC #Homesafely

  • Individual Awards

    Advertising Trade Publications

    2010 Adnews’ 40 under 40
    2011 Mumbrella's 7 Top Strategists
    2012 Australian Creative's Power 20
    2012 Encore Magazine's Power 100
    2013 Australian Creative's Power 20
    2013 The WARC Global Prize for Innovation (The Overstay Checkout)
    2014 The Cannes Chimera (The Act Button)
    2014 Worlds Top 50 Planners

    2019 Murdoch University Distinguished Alumni

  • Uber Rating

    Uber

    Uber Passenger Rating 4.9 / 5.0

Organizations

  • Man Up (A Part of the Movember Foundation)

    CSO

    - Present

    Part of a 3 part documentary exploring mens mental health. Then co-creator of the ad that promoted the series

  • Consumer Psychology Interest Group - Australian Psychological Society

    Chairman

    - Present

    The ConPsych group will provide a central point of contact for people interested in consumer psychology. It will be a forum to inspire, network, share ideas and research. This group will be the country’s leading forum for professionals, industry practitioners and members of the public who share an interest in the science of consumer psychology. How the group unfolds over the years will be largely up to its members. Want to join the Consumer Psychology Interest Group (C-PIG) then head to…

    The ConPsych group will provide a central point of contact for people interested in consumer psychology. It will be a forum to inspire, network, share ideas and research. This group will be the country’s leading forum for professionals, industry practitioners and members of the public who share an interest in the science of consumer psychology. How the group unfolds over the years will be largely up to its members. Want to join the Consumer Psychology Interest Group (C-PIG) then head to https://groups.psychology.org.au/cig/

  • TRIBE

    Non Executive Director

    - Present

    TRIBE is a self-serve marketplace connecting social media influencers with brands. We're premium content at scale and speed, at a fraction of the cost. www.tribegroup.co

  • GOOD THNX

    Advisory Board Member

    - Present

    When someone does good, say thnx! Good Thnx is a thanking platform that rewards good behaviour by allowing people to say thank you, with the money going to their elected charity. www.goodthnx.me

  • Sunrise

    #mastersofspin

    - Present

    Present weekly on Sunrise talking about advertising and spin

  • Lateline

    Occasional Guest Tweeter

    - Present

    Guest Tweets occasionally for ABC news show Lateline.

  • Mornings (9), The Project (10).

    Guest Commentator

    - Present

    Commentator on psychology, culture and advertising as and when needed.

  • Society For Consumer Psychology

    Member

    - Present

  • Gruen Planet / Gruen Transfer / Gruen

    Regular Guest Panelist

    - Present

    Gruen is a top rating TV show dissecting advertising in a panel format. It's shown on a Wednesday night on Australia's national broadcaster - the ABC. In 2016 we won a Logie for Best Light Entertainment http://www.abc.net.au/tv/programs/gruen/

  • Australian Psychological Society

    Member

    - Present

  • KiiS Radio

    Weekly Guest on KiiS Breakfast with Matt & Jane

    -

  • MMM Radio

    Weekly Guest on The 1Percenters, National Drive Show

    -

  • MTV Movements

    Brains Trust

    -

  • Sunday Nights with James O'Loghlin

    Monthly Guest

    -

  • The Communications Council

    Ethics Committee

    -

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