Episode 15 with PHILIPPE GARNEAU: Branding and BS, Strange Bedfellows Coming Together
“I think the ad agency of the future – the agency of today – is one that has a strong foot in the behavioral science and behavioral economics world … it may just be the second coming of liberating brands to be more creative.”
As a co-founder, president, and Executive Creator Director of GWP Brand Engineering, a Canadian firm celebrating its 24th year, Philippe has worked closely with behaviour and its relationship, specifically, to money and risk. Philippe's zealous interest and curiosity in Behavioural Economics and Finance is retrospective—what did his firm get right without being able to strategically validate why?——and what did they get wrong that they could have optimized with the benefits of BE? And of course Philippe's passion for BE is also forward looking. GWP is famous for opening up people’s minds to new ideas. Frequently outspoken (in both official languages) and a voracious consumer of new ideas, Philippe is often sought by all media as a commentator on a broad range of marketing topics. Philippe has been a guest lecturer at Canadian colleges and universities and taught copywriting for two years at OCAD University in Toronto. He is currently an expert panelist with the FGS Fintech Growth Syndicate and an Advisor to Abacus, the Facebook Agency.
Important links
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