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avatar for Matthew Willcox

Matthew Willcox

FCB WEST
Founder and Executive Director
Matthew WIllcox is Founder and Executive Director of the Institute of Decision Making at FCB, a group that was set up to bring the findings from scientists who study human behavior and how people make choices into the practice of advertising and marketing. He is fascinated by how intuitions and emotions drive human choice and behavior, and how the best creative ideas tap in to these at an instinctive level.

Matthew has more than 20 years of brand strategy experience throughout Europe, Asia, and North America. Over that time he has helped organizations such as Levi Strauss and Co., Electronic Arts, Unilever, Nestle, Shell and GlaxoSmithKline get their products chosen, and in the process, helped his clients win eight Effie Awards.

He has acted as an expert on behavior change for the U.S. Food and Drug Administration anti-smoking programs, and is a frequent speaker at business schools and at marketing and communication events, including Most Contagious and the Cannes Lions in 2010, 2011, 2013 and 2015.

Matthew is also author of "The Business of Choice: Marketing to Consumers’ Instincts" (Pearson FT Press, March 2015) a book that investigates how we can apply findings from the worlds of behavioral science and neuroscience to creativity and marketing.

He grew up in Ireland, is married to an Italian and lives in San Francisco.