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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Should We Boycott Advertising on Facebook?
Should We Boycott Advertising on Facebook?
By Adam Ferrier
Contributions
Activity
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Thank you to everyone who has appeared on, worked on or watched Sunrise, The Morning Show & Weekend Sunrise in 2024 🙏 Here’s to many more mornings…
Thank you to everyone who has appeared on, worked on or watched Sunrise, The Morning Show & Weekend Sunrise in 2024 🙏 Here’s to many more mornings…
Liked by Adam Ferrier
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I feel thrilled and privileged to have played a part in helping launch an incredibly important organisation for our country’s future. AMPLIFY is…
I feel thrilled and privileged to have played a part in helping launch an incredibly important organisation for our country’s future. AMPLIFY is…
Liked by Adam Ferrier
Experience
Volunteer Experience
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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
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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
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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
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Patron
Mindshift
- 3 years
Patron of Mindshift: The national self esteem initiative
Publications
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Stop Listening to The Customer: Try hearing your brand instead
Wiley
Pretty much as it says in the title
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Eat Your Greens: Fact based thinkin to improve your brands health
APG
chapter in this book
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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 authorsSee 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
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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 -
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.
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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. -
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
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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
Projects
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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 creatorsSee 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.
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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 creatorsSee 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." -
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.
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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! -
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
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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.
Honors & Awards
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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
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Man Up (A Part of the Movember Foundation)
CSO
- PresentPart of a 3 part documentary exploring mens mental health. Then co-creator of the ad that promoted the series
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Consumer Psychology Interest Group - Australian Psychological Society
Chairman
- PresentThe 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/
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TRIBE
Non Executive Director
- PresentTRIBE 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
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GOOD THNX
Advisory Board Member
- PresentWhen 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
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Sunrise
#mastersofspin
- PresentPresent weekly on Sunrise talking about advertising and spin
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Lateline
Occasional Guest Tweeter
- PresentGuest Tweets occasionally for ABC news show Lateline.
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Mornings (9), The Project (10).
Guest Commentator
- PresentCommentator on psychology, culture and advertising as and when needed.
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Society For Consumer Psychology
Member
- Present -
Gruen Planet / Gruen Transfer / Gruen
Regular Guest Panelist
- PresentGruen 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/
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Australian Psychological Society
Member
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KiiS Radio
Weekly Guest on KiiS Breakfast with Matt & Jane
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MMM Radio
Weekly Guest on The 1Percenters, National Drive Show
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MTV Movements
Brains Trust
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Sunday Nights with James O'Loghlin
Monthly Guest
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The Communications Council
Ethics Committee
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I’m lucky to call Australia home for a whole bunch of reasons. But a big one is the strong sense of community. Sunday mornings at the local Surf Life…
I’m lucky to call Australia home for a whole bunch of reasons. But a big one is the strong sense of community. Sunday mornings at the local Surf Life…
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