Adam Ferrier is a Consumer Psychologist and the Global Chief Strategy Officer / Partner at independent agency Cummins&Partners. He graduated university with degrees in Commerce and Psychology and by a strange twist of fate began his career in forensic psychology. Adam worked in maximum-security prisons and private practice, before making the natural move to marketing consultancy, working for Added Value. Here Adam switched his interest from understanding criminal behavior to consumer behavior.
He completed his Clinical Psychology Thesis in ‘Identifying the underlying constructs of cool people’, and for a short while was a global cool hunter. Continuing the slide from the moral high-ground Adam joined ad agency, Saatchi & Saatchi, before starting Naked Communications Asia Pacific in 2004. Naked grew to be one of the most successful agencies in Australia, and was later sold. During this time the Adam’s work received many accolades, winning at top award shows such as Cannes Lions, The Effies, Clio, ADMA, AMIA and LIA. Further Adam’s ‘Overstay Checkout’ idea for Art Series Hotel won the Global WARC Innovation award 2013, he also won the Cannes Chimera in 2014 for ‘The Act Button’.
Adam is a regular commentator on consumer behaviour on TV (including being a regular panelist on the Gruen series) and has a weekly national segment on radio station MMM drive show. His book ‘The Advertising Effect: How to Change Behaviour’ was published (Oxford University Press) in 2014.