Will is a seasoned expert in advertising and behavioural economics. He began his career at the IPA, where he pioneered the integration of behavioural economics into advertising, and subsequently led Insight and Effectiveness at Blue449. He played a key role in developing Mediaplus UK's distinctive behavioural planning approach, where he is Chief Strategy Officer, as well as heading up Behave, leading strategy, research, effectiveness, and our Marketing Consultancy, driving innovative ideas and delivering effective solutions across a wide array of marketing challenges.