Publicis London just launched a new initiative, ‘Rare Thinking Sessions’, to showcase innovative ways of getting to breakthrough ideas.

Kicking off the IPA’s #EffWeek, the pilot event was on the topic of human behaviour, irrationality and behavioural economics. In the session, titled ‘Winning in a world of choice overload’, behavioural science expert and author of The Choice Factory, Richard Shotton, showed how creativity can give brands a radical advantage by unlocking the hidden biases that make us buy.