Meet the International Judge - 2018 Effie Awards in association with TVNZ
Posted 8 August 2018.
Mark is a recovering account planner who has run agencies large and small. He has written a number of award-winning and best-selling books about human behaviour, creativity and innovation. These include Welcome to the Creative Age, HERD, I’ll Have What She’s Having (with Professors Alex Bentley and Mike O’Brien), CopyCopyCopy - how to do better marketing by using other people’s ideas and most recently Creative SuperPow-ers (with Daniele Fiandaca, Laura Jordan Bambach and Scott Morrison)
He has also written for many magazines, journals and newspapers and appeared on British, American, Irish, Indian and Dutch TV and radio but his favourite piece remains a double page spread in The Sun newspaper about the London Riots (“Come and have a go if you think you’re HERD enough”). And appeared on more stages than Elvis (well, almost).
Mark’s work applies leading-edge behavioural and decision science to challenge much of the received wisdom about human behaviour. He’s been a big champion of Behavioral Economics but has championed the notion that we are social (HERD) creatures first and foremost, that much of our behaviour is shaped by what goes on between us (ra-ther than simply between our ears) and finally that creativity is a team game rather than a solo act.
He advises a wide range of organizations from corporations to start-ups, charities and governments, both in the UK and around the world and is in much demand as a speaker and as a conference curator and programmer.
Mark has judged all kinds of strategy and effectiveness awards - IPA, APG, Marketing So-ciety, 4A’s, ADFX; he is a Fellow of The UK Marketing Society and the RSA, an Honor-ary Fellow of the IPA and an Ambassador of The School of Life. But mostly, he would rather be fishing or watching cricket.