Partner, Behavioural Science, Ogilvy UK
With more than a decade behind her in brand and behavioural strategy at some of the world’s biggest advertising agencies - working for global organisations like Unilever, Coca-Cola, Budweiser and the Bill & Melinda Gates Foundation - Tara considers herself lucky to have been at the forefront of the revolution in applied behavioural science. In 2012 she designed and led the inaugural experiment for Ogilvy Behavioural Science Practice: a Cannes Lion award-winning project, which painted the faces of local babies onto shop security shutters to bring down anti-social behaviour in the wake of the London riots. Tara now specialises in integrated behaviour change campaigns for clients such as HM Government, Recycle for London and Public Health England and is host of Nudgestock, the world’s biggest festival of behavioural science and creativity. Alongside running bespoke behaviour change programmes, Tara has extensive experience of training and innovation processes and running behavioural science-led client workshops for problem-solving using government behavioural frameworks such as COM-B, MINDSPACE and EAST. Tara is a certified trainer of Edward de Bono’s lateral thinking techniques and, outside of her work for Ogilvy, is a lobbyist for drug policy reform and psychedelic medicines.