Behavioural interventions|Marketing|Communication|Strategy

About me

Oliver Payne FdA, BA(Hons), FRSA       

Oliver works with communication and behavioural science to understand perception, acquisition, conversion and retention for clients around the world.

He is an author and speaker, and wrote ‘Inspiring Sustainable Behaviour: 19 Ways To Ask For Change’ (Routledge) which wrangles together psychology, behavioural economics, and decision theory in a potent handbook for businesses and governments, and speaks around the world on behavior change, including to serving soldiers at NATO in Latvia, keynote at the Institute of International and European Affairs on energy consumption, and on BBC Radio 4’s Thought Cages series in 2018

Oliver is the founder of a behavioural insight & communication agency The Hunting Dynasty working with government, business, and third sector. He is an ex OgilvyOne and Saatchi & Saatchi advertising creative partner, winner of many of the world’s top advertising and behavioural awards, a judge of communication work for awards shows, and co-founder and host of the over 7 year old, 2,000+ member-strong London Behavioural Economics Network which meets regularly and has branches around the world.

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A behavioural insight & communication agency – changing the way people behave – since 2009



Founded the Hunting Dyansty in July 2009 (after an incarnation in July 2008).

For nearly a decade we have delivered growth-focussed award-winning behavioural economics and applied psychology consulting for businesses and governments – you’ll find acquisition, conversion, retention, and branding in sectors such as FMCG, start-ups, financial, charity & giving, entertainment, sustainability, staff, spaces & architecture, and special projects for research managers, marketing managers, growth officers, CEOs, HR, PR, and internal departments – worldwide.


A Marketing agency founded on behavioural principles, since 2018


A regular meetup for behavioural interests in London, since 2012


Sole authorship
Oliver Payne, Founder of The Hunting Dynasty, is the sole author.
This books asks why do short-term memory tasks change our behaviour? How is our worry-profile the same as an Argentinean farmer’s?
It uses robust, peer-reviewed psychological insights to show how to change behaviour. It will teach you how to ask for persistent, pervasive, invisible – and in some cases near-costless – change by using our hidden quirks, judgmental biases, and apparent irrationalities.
It’s of great value to policymakers and professionals in marketing and communications departments dealing with issues of resource-stress.
Screen Shot 2017-10-12 at 19.44.25 Elsewhere on Amazon: UK | US | Canada | France | Germany | Japan

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There are several reasons to recommend this book… it is written in a frank, conversational style that most readers will find appealing… the author covers a great deal of ground and effectively summarizes the technical literature in an easily digestible format. The book also includes a glossary of terms, making it easy for the reader…
Adam Mayer, Journal of Environmental Studies and Sciences, Volume 4, Issue 2, June 2014
Advocates of environmental issues come on strong… Inspiring Sustainable Behaviour turns this on its head… Payne’s book is like an industrial loom for the synapses; it weaves in strands from contemporary psychology, cutting-edge marketing and cognitive behavioural techniques to show us how… ultimately… this can be used to our planet’s benefit.
Elite Business Magazine

The most passionate and articulate hymn to sustainability since ‘An inconvenient Truth’
Mark Wnek, U.N. Special Envoy for Global Education, ex-Chairman and Chief Creative Officer of Lowe (NY), EuroRSCG (UK)

Nudging can be used for good or for evil. For far too long, the evil-doers have known about the tools for influencing behavior. Thanks to efforts like Oliver Payne’s, that is all changing. Inspiring Sustainable Behaviour will help create more good in the world, while bringing more fun and happiness to those who lead the charge.
Dr John Balz, Marketing Strategist, former editor of Nudge blog associated with New York Times bestseller Nudge: Improving Decisions About Health Wealth and Happiness

. . . Oliver Payne masterfully brings together insights from a wide range of psychological research, weaving them into a coherent guide for communications for change.
Dan Lockton, University of Warwick, author of Design with Intent: 101 Patterns for Influencing Behaviour Through Design

. . . If you want to join the fight against this insane, mechanistic view of human nature, you will find Oliver’s book an essential and often-used part of your armoury.
Rory Sutherland, Vice Chairman Ogilvy & Mather UK, author of The Wiki Man, Spectator columnist

. . . an eminently accessible guide to understanding people’s behaviour and what you can do to influence them . . . Beyond its importance to the topic of sustainability, whatever the concept or product, you will sell it more effectively once you have read this book
Philip Graves, author of Consumer.ology

We assume big problems need big solutions . . . Yet, what Oliver Payne shows, is how intelligent small changes . . . can be hugely effective even in the face of a global problem. This creative engagement with human understanding will change your mind and might just save the planet
Dr Nick Southgate, Institute of Practitioners in Advertising, Behavioural Economics Consultant


Keynote speaker at the ‘Together Towards a Low Carbon Future’ conference run by @esbgroup & @iiea on the 23rd Nov, 2017, Dublin, Ireland. (~20mins talk, ~25mins panel)

.<!–BBC radio 4
Speaking NATO, Science Museum –>

Support for journos –>

.<!– Awards, judging etc –>

.<!– Founder 
Hunting Dushanbe 
The Other Half –>

.<!– Ex digital creative and producer
Ex Saatchi and Ogilvy  –>

.<!– Workshops on behavioural I trvebtions 
Impossible problems to solve  –>



❯ Journalism, Interviews, Commentary

Journalist requests for comment, or background information on a topic. Editor requests for written articles. Podcast, TV, and radio requests

It looks exactly what I wanted. No, scratch that, it’s much better, more insightful and thorough than I could have asked for.”
Leah Hardy, Journalist (Cosmopolitan, and more), Broadcaster, Author

Oliver Payne’s writing is insightful, informed – but always entertaining. If you want to understand why we do what we do, he’s your man.”
Daisy Buchanan, Journalist (Grazia, The Guardian, Look, The Telegraph, The Mirror, Esquire, and more), and Author of ‘Meeting Your Match”

Esquire magazine

‘Has Tinder Ruined The Way We Hook Up Forever?’

Economic Rockstar: Podcast

064: Oliver Payne on Transitioning from a Marketing Creative to a Behavioral Scientist

Secret Psychology of Persuasion: Podcast

The secret psychology of persuasion with Nathalie Nahai

Centre for Applied Intelligence

First of a series of interviews with thinkers and practitioners in messaging research for the CAI

The Guardian

How Candy Crush gets you hooked – six addictive tricks. From colour theory to cultural awareness, psychologist Dr Simon Moore explains the compulsion secrets hidden in mobile games like Candy Crush Saga


A New Agenda on Climate Change, by Jonathan Rowson – and the four distal dimensions: “not here”, “not now”, “not me”, and “not clear”.’Direct link to page

Materials Recycling World

‘Communications need a personal touch.’ Paywall | PDF

The Telegraph

‘Four ways your energy firm ‘nudges’ you to be more green’

Engaged Investor

It’s time to better educate people about longevity’

Science Rockstars


The Guardian

Can a change in portion size transform our bad food habits?’

The Guardian

‘Real time advertising could play role in sustainable behaviour’

Pimp My Cause

A Conversation with Oliver Payne, Founder of the Hunting Dynasty

Green Alliance think tank

‘Meh’ vs yeah: how to make the most of loss aversion’

Hyper-local, visible action is key to encouraging green living’)



Social media

Contact me

Call The Hunting Dynasty reception if you want to speak with me directly on

+44 (0)843 289 2901

Or send me a message below and I’ll get back to you