Shotton quits MG OMD to set up behavioural consultancy

Richard Shotton is leaving Manning Gottlieb OMD later this month in order to set up his own behavioural science consultancy, Astroten.

The consultancy – named after a fictitious drug used in a psychological experiment – will advise brands and creative agencies on how to apply behavioural science to advertising, covering strategy, pricing, creative and media planning.

Shotton says he has been working on Astroten part-time since August last year, working with brands including O2, Co-op, Brewdog and The Week, as well as agencies such as Mother, Lucky Generals and BBH.

He is set to leave his position as head of behavioural science at MGOMD on April 18 after more than two years; previously, he worked at Zenith (then ZenithOptimedia) for over 12 years.

Shotton is also the author of best-selling book The Choice Factory, as well as a frequent contributor to Mediatel on subjects including the power of rhyme, monetising moods and charm pricing.