Draftfcb Institutes Emerging Fields: Will Exploit Behavioral, Neuroscience, Etc.

  • July 2, 2010
Interpublic's Draftfcb unit Thursday unveiled plans for the Draftfcb Institute of Decision Making, a new internal think tank that will study how new techniques and technology influence consumer behavior. The agency said the institute initially would focus on applying emerging fields such as behavioral economics and neuroscience to marketing communications. Draftfcb said it has already established "partnerships" with "scientific thought leaders" from leading academic institutions such as Stanford University and the University of California, Berkeley.
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