Are British agencies lagging behind on behavioural science?

Today most of adland gets behavioural science. We make no bones about the fact that we’re creatures of instinct – and recognise the benefits of shaping marketing around our own irrationality. Yet, despite understanding its power, few British agencies have made behavioural science a key part of their offering. Almost eight years since Rory Sutherland first championed its use in advertising, American agencies are speeding ahead, while we Brits drag our heels.
Walk into any agency on Ma