Matthew Willcox Biography

Matthew is Founder and Executive Director of the Institute of Decision Making at FCB, a group that brings findings from scientists who study human behavior and how people make choices into the practice of advertising and marketing.

He is also author of "The Business of Choice: Marketing to Consumers’ Instincts" (Pearson FT Press), winner of Sales & Marketing Books "Marketing Book of The Year 2016". His book investigates how we can apply findings from the worlds of behavioral science and neuroscience to creativity and marketing.

Matthew is fascinated by how intuitions and emotions drive human choice and behavior, and how the best ideas that are likely to change behavior tap in to these at an instinctive level. He has more than 20 years of brand strategy experience throughout Europe, Asia, and North America.

Over that time he has helped organisations such as Levi Strauss and Co., Electronic Arts, Unilever, Nestle, Shell and GlaxoSmithKline get their products chosen, and in the process, helped his clients win eight Effie Awards.

He has acted as an expert on behaviour change for the US Food and Drug Administration anti-smoking programs, and is a frequent speaker at business schools and at marketing and communication events, including Most Contagious, the Cannes Lions in 2010, 2011, 2013 and 2015, and was one of the keynote speakers at the inaugural global Social and Behavior Change Communication Summit in Addis Ababa in 2016.

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