Changing behaviour: Paul Fishlock's agency working for Woolworths and NSW Health

By Lucy Clark | 3 April 2014
Paul Fishlock

Sydney agency Behaviour Change Partners has picked up work for Woolworths and NSW Health.

The agency, launched in May 2012 by former Campaign Palace creative honcho Paul Fishlock, is delivering a business-to-business project for Woolies and campaign work for NSW Health.

Fishlock told AdNews he is not allowed to disclose details of the Woolworths project, but said it is “in the corporate space. Consumers won't see it, it's more of a business to business idea, but of significant importance to the organisation”.

The campaign for NSW Health is due to launch in the middle of the year and will “talk to the medical community around recruitment”.

On Behaviour Change Partners, which Fishlock said puts "behavioural economics front and centre of its work ... we are having a lot of interesting conversations in quite an unusual space, as well as getting on pitch lists and winning, dare I say, more conventional communications projects.

“Because the ideas are a bit out of people's comfort zones, they are a bit difficult to get up in the grand scheme of things, but there is a high level of interest.”

He added: “We certainly get a sense that there are lots of other agencies trying to play in the behavioural science space, but I suspect those with legacy systems are finding it quite difficult to change and build in behavioural economics.”

Behaviour Change Partners currently has a permanent team of six, boosted by contractors when production help is needed. The agency also works closely with behavioural science academics.

Fishlock launched the agency in the wake of filing a lawsuit against Y&R Brands, owner of The Campaign Palace, for breaching his contract by hiring Reed Collins as chief creative officer. Fishlock's contract stated he was national executive creative director.

The judgement was found in Fishlock's favour last May, but the legal wrangle is still rumbling on with the two parties arguing over costs. An independent cost assessor is still working on the case.

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