Adam Ferrier

 

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SHORT VERSION

Adam Ferrier is one of the worlds best known and well regarded Consumer Psychologists. He is also Global Chief Strategy Officer and Part Owner of Cummins & Partners – an independent global creative:media agency.   Previously Adam co-founded and sold Naked Communications. Adam has helped steer both agencies to be  Agency of the Year several years in a row.  He’s won loads of awards in advertising (they are handed out like lollies!) and is the author of ‘The Advertising Effect: How to Change Behaviour’, published by Oxford University Press (2014). Adam is also on the board of social influencing company TRIBE, a director of social giving company Good Thnx, and founder of MSIX.

 

SPEAKING

Adam is available for speaking at corporate events, conferences, and love in’s. Please don’t expect ‘something similar to last year’, it wont be.  Adam speaks in his own unique style on cultural change, creativity, psychology, and how the behavioural sciences can be embraced to create behavioural change. Speaking highlights include; Cannes Lions (France, 2012, 2014, and 2016), Spikes Asia (Singapore, 2011 and 2013), Le Miami – (Miami 2014, 2015 and 2016), BehaviorCon  (New York, 2014), MediaFest (Norway 2015), Club 44 – (London, 2015), the 4A’s Stratfest (New York, 2016)  as well as the ASTRA Awards, CRA Awards, and BX2014 all in Sydney. For speaking enquiries best enquire with ODE directly 02 9818 5199

 

VERY LONG VERSION

A registered psychologist, Adam obtained degrees in commerce and clinical psychology beginning his career in forensic psychology. He worked in a maximum security prison before switching his focus from criminal behaviour to consumer behaviour and joining marketing consultancy Added Value.  During this time he completed his psychology masters thesis in ‘Identifying the underlying constructs of cool people’, and did global cool hunting for brands such as Levi’s and Pepsi.  Adam left ‘cool hunting’ to become a Strategic Planner for leading advertising agency Saatchi & Saatchi. Whilst there Adam invented a board game called ‘The Analyst’ which was translated into three languages and still sells well in the Benelux countries.

Adam co-founded Naked Communications Asia Pacific in 2004. Naked harnessed a behavioural change model, focusing on building brands whilst changing behaviour, and regularly wins ‘agency of the year’ across various disciplines. Clients included Coke, Sony, Weight Watchers, TAC, Renault, and Unilever.  Adam sold and left Naked Communications to join cummins&partners late 2013 – being a part of the team that soon became Agency of the Year in 2014, 2015, and 2016.

Adam’s work is most often based on the principles of creativity and behavioural sciences and  has won awards at all of the world’s major shows including Gold at the Cannes Lions, The Effies, Clio’s, and ADMA (Grand Prix). He’s also won at D&AD, London Internal Awards, One Show, New York Festival, AIMIA, IAB and others. In 2012 he led the creation of ‘Steal Banksy’, one of only nine ideas in the world to win a Gold Effie and Gold Cannes Lion. In 2013 he won the World Innovation award for his ‘Overstay Checkout idea, and in 2014 Adam won the ‘Cannes Chimera’, a $75,000 dollar prize awarded by the Bill and Melinda Gates Foundation for ideas that can help eradicate global poverty (for ‘The Act Button’).

He has also been awarded:

  • Adnews’ 40 under 40 (2010),
  • Mumbrella’s 7 Top Strategists (2011),
  • Australian Creative’s Power 20 (2012),
  • Encore Magazine’s Power 100 (2012) and
  • Australian Creative’s Power 20 (2013).

in 2014 Adam co-founded MSIX, Marketing Sciences Ideas Xchange, a conference dedicated to marketing sciences. In 2015 this was expanded to include the MSIX Awards, recognising the best work of applied marketing sciences in Australia and New Zealand. Adam also sits on the board of social influencing company TRIBE, and is a director of social giving company Good Thnx.

Adam is a member of the Australian Psychological Society, and is Chairman of the APS Consumer Psychology Group

Adam enjoys media things. Adam had a weekly radio show on MMM, 5.30pm Wednesdays. Adam has been a panelist on the top rating TV shows Gruen Transfer and Gruen Planet since 2011. Adam has had a monthly national radio show on Sunday Nights with James O’Loghlin (from 2009-2015). Adam appears adhoc on various TV shows such as Celebrity Apprentice, and Australia’s Next Top Model, and The Project.  In 2016 he appeared on, and co-created the ad to ‘launch’ MAN UP, an initiative funded by Movember, and was a 3 part documentary shown on the ABC.  He’s also a regular commentator for various news outlets, as well as being one of ABC’s Lateline’s guest Tweeters. Adam  writes for /  has been published in TIME, The Guardian, Fast Company and Shop Till You Drop, Mumbrella, Adnews, and The Australian. He’s on the guest Editorial board of B&T.

Adam enjoys getting involved with NGO’s and charities.  He volunteers with The Father Bob Foundation, and was a Patron of Mindshift:The National Self-Esteem Initiative. In 2016 Adam was privledged to be a Taronga Zoo Ambassador.  He’s worked with many different causes and fund-raising initiatives over the years.  If you are a part of charity, Not For Profit, or NGO and would like a free copy of The Advertising Effect: How to change behaviour’ just contact him and he’ll send you one.

Some other random facts about Adam are: 1. He completed his thesis in clinical psychology on ‘Identifying the underlying constructs of cool people’, 2. He used to work in maximum security prisons, 3. He has published a boardgame called ‘The Analyst’ (still selling well in the Benelux countries), 4. He was state Under 12 Chess champion on Western Australia, and 5. He hosts an interactive exhibit at the Museum of Australian Democracy Eureka (M.A.D.E) on Influence and Power.

PERSONAL

Adam is married to the most amazing woman in the world, Anna and has a little star of a child called Asterix.

Awards

(The Advertising Industry Loves Awards – Here are a few Adam has won)

INTERNATIONAL

CANNES CHIMERA

Winner of the 2014 Cannes Chimera for ‘The Act Button’ ($75,000)
WARC

Winner of The 2014 World Prize for Innovation for Overstay Checkout, Art Series Hotels ($10,000)
CANNES LIONS

Gold / Art Series Hotels – Steal Banksy
Silver / Art Series Hotels – Overstay Checkout
Bronze / Icon Clothing – Hypnomarketing
Finalist  Mini – Mini Chase
Finalist Absolut Cut
Icon Clothing – Hypnomarketing
Lynx Click
ASH – Overstay Checkout
Coke Zero – Launch
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 (2) TAC – SpeedKills
Gold ASH – Overstay Checkout
Gold ASH – Steal 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

THE EFFIES

Gold x2 / FBi Radio – Ask Richard
Gold x2 / Art Series Hotels – Steal Banksy
Gold / Art Series Hotels – Overstay Checkout
Gold / George Weston Food – Ministry of Muffines
Silver x2 / Art Series Hotels – Steal Banksy
Silver x2 / Jeep – You Bought a Jeep, Here’s Why
Silver / Art Series Hotels – Overstay Checkout
Bronze / Art Series Hotels – Overstay Checkout
Shortlist x8 / Coke, Telstra, MINI, TAC

MSIX
Gold / Insight / Father Bob – Win Happiness
Gold / Behavioural Economics / Red Cross Blood Service – Best Biscuit

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 (x5) TAC- Speedkills, ASH, Steal Banksy
Bronze / TAC Speedkills

MFA

Gold ASH – Reverse Reviews

Gold (x2) ASH – Steal Banksy and overstay Checkout
Gold / Coke – Share a coke
Gold / FBI – ASk Richard
Gold / WGAC – Get Simon Off The Loo

Sirens

Shortlisted (x3) / TAC #Homesafely

AGENCY AWARDS WON

Agency Awards won at cummins&partners

Mumbrella Agency of the Year Grand Prix 2016

Mumbrella Agency of the Year (2013, 2014, 2015)

Independent Agency of the Year (2013, 2014, 2015)

Adnews Agency of the Year Grand Prix 2014

 

Agency Awards won at Naked Communications

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
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

Additional Honors & Awards

State Under 12 Chess Champion of West Australia