Executive Director
Institute of Decision Making at FCB

Matthew is Founder and Executive Director of the Institute of Decision Making at FCB, a practice that brings 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.
With more than 20 years of brand strategy experience throughout Europe, Asia, and North America, Matthew 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 government and NGO programs, most recently helping incorporate insights from behavioral science into reproductive health initiatives in East Africa.  He is a frequent speaker at business schools and at marketing and communication events, including Cannes Lions in 2010, 2011, 2013 and 2015.  He was a keynote speaker at the inaugural global summit for Social and Behavior Change Communication at United Nations Economic Commission for Africa in Addis Ababa in February 2016.
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.  His book was named “Marketing Book of The Year 2016” by Marketing & Sales Books. 
Matthew grew up in Ireland, is married to an Italian and lives in San Francisco.



  Matthew Willcox @  mwillcox

Matthew Willcox