How to Change Behaviour: Learnings from the Extremes – Adam Ferrier

Adam Ferrier spent a long time studying sex offenders, which may why he is now working in advertising. Adam’s experience as a clinical psychological taught him a lot about what it takes to really change behavior, experience he will share with us.


Adam Ferrier

Adam Ferrier
CSO, Cumin&Partners

Adam Ferrier is a Consumer Psychologist and the Global Chief Strategy Officer / Partner at independent agency Cummins&Partners.  He graduated university with degrees in Commerce and Psychology and by a strange twist of fate began his career in forensic psychology. Adam worked in maximum-security prisons and private practice, before making the natural move to marketing consultancy, working for Added Value. Here Adam switched his interest from understanding criminal behavior to consumer behavior.

He completed his Clinical Psychology Thesis in ‘Identifying the underlying constructs of cool people’, and for a short while was a global cool hunter. Continuing the slide from the moral high-ground Adam joined ad agency, Saatchi & Saatchi, before starting Naked Communications Asia Pacific in 2004. Naked grew to be one of the most successful agencies in Australia, and was later sold. During this time the Adam’s work received many accolades, winning at top award shows such as Cannes Lions, The Effies, Clio, ADMA, AMIA and LIA. Further Adam’s ‘Overstay Checkout’ idea for Art Series Hotel won the Global WARC
Innovation award 2013, he also won the Cannes Chimera in 2014 for ‘The Act Button’.

Adam is a regular commentator on consumer behaviour on TV (including being a regular panelist on the Gruen series) and has a weekly national segment on radio station MMM drive show. His book ‘The Advertising Effect: How to Change Behaviour’ was published (Oxford University Press) in 2014.

In the ‘we don’t quite know where this fits on a bio section’, Adam was: i) West Australian State Under 12 Chess Champion, ii) inventor of ‘The Analyst’ a board game selling well in the Benelux countries, and iii) is the interactive host of the ‘Power and Influence’ exhibit at the Museum Of Australian Democracy Eureka (M.A.D.E).



Leave a Comment

© 2016 Planning-ness
Powered By DynamiX