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Will works at Total Media as Head of Behavioural Planning developing their behavioural planning proposition, and building behavioural insights and innovative media strategies across Total Media’s clients. Prior to this he worked at Blue449 where he oversaw their insight and effectiveness department Source, to help develop consumers insight across a huge range of clients including Center Parcs, Vision Express, Ladbrokes, Dixons and Weetabix. Prior to Blue 449, Will worked with Rory Sutherland during his IPA presidency to deliver his behavioural economics agenda. He is passionate about the developing worlds of social psychology, behavioural economics and data analytics, and transforming the insights of these disciplines into innovative and effective media solutions.