THE REBELS 2014 JUDGE – ADAM FERRIER
CONSUMER PSYCHOLOGIST AND PARTNER/CHIEF STRATEGY OFFICER AT CUMMINS & PARTNERS
Adam Ferrier is a consumer psychologist and Chief Strategy Officer at creative agency cummins&partners. After starting his career in forensic psychology, he switched from understanding criminal behaviour to consumer behaviour and became a global cool hunter before joining ad agency Saatchi & Saatchi. Adam then started Naked Communications Asia Pacific in 2004, one of the most successful agencies in Australia and the recipient of Agency of the Year on several occasions. His ‘Overstay Checkout’ idea for Art Series Hotel won the Global WARC Innovation Award 2013 and he was listed in Australian Creative’s Power 20 for 2012 and 2013. Adam is a regular commentator on consumer behaviour for ABC radio and TV (including being a regular panelist on the Gruen series) and has a weekly national segment on radio station MMM. His book, ‘The Advertising Effect: How to Change Behaviour’, is due for release on May 28.
ON TRAVEL: “Contemporary travel is about stories that are unusual, extraordinary and stylish. Today’s traveller will get just as excited about that weird vending machine in the life of their hotel as they will about having a helicopter ride over the Serengeti. Give your guests extraordinary stories to tell their friends and they’ll love you forever.”