Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioral science to advertising.
Campaign said of the book, “Buy it in paperback and slot Shotton next to your Morgan, Earls, Feldwick, and Sharp. He sits comfortably next to the very best.” Steve Harrison, the former Worldwide Creative Director at Wunderman claimed that it was “a classic advertising textbook in the making.”
Richard started his career as a media planner 18 years ago, working on accounts such as Coke, Lexus, and comparethemarket.com, before specializing in applying behavioral science to business problems. He is currently the Head of Behavioural Science at Manning Gottlieb OMD, the most awarded media agency in the history of the IPA Effectiveness awards.
Richard is a regular conference speaker and has featured at events such as Cannes, Ad Week and the Festival of Marketing.
He writes about the experiments he runs in a column for Marketing Week but also for titles such as Quartz, Mumbrella, Campaign, AdMap and the Drum.
He tweets about the latest social psychology findings from the handle @rshotton.