Matthew Willcox is one of the pioneers of the application of behavioral science insights to the practice of marketing. He founded The Institute of Decision Making in 2009 as a bridge between marketers and scientists who study human behavior, and currently runs The Business of Choice, a behavioral science insights and choice architecture consultancy. Matthew has more than 25 years of brand strategy experience throughout Europe, Asia, and North America. Over that time, he has helped organizations such as Levi Strauss and Co., Electronic Arts, Unilever, Nestle, Shell and GlaxoSmithKline get their products chosen, and in the process, has won eight Effie awards for effective communication. He has acted as a subject matter expert on behavior change for the Food and Drug Administration and a number of NGOs and development agencies. He is a frequent speaker at business schools and at marketing and communication events, including multiple appearances at the Cannes Lions. His book, "The Business of Choice" was named winner of Marketing Book of the Year 2016, a global competition organized by Marketing & Sales Books, and co-winner of the prestigious Berry-AMA book prize organized by the American Marketing Association