Dr. Michael Sankey, Forethought Principal Consultant
Michael Sankey is about making advertising more effective. A psychologist with a management PhD, Michael has pursued a career in Marketing Science because he believes evidence trumps intuition. He works with brands and creative agencies to navigate the intersection of science and creativity, insight and execution to unleash commercially effective Big Ideas.
Michael has more than five years’ experience in helping category leading brands in the U.S and Australia. Working with Forethought, the pioneer of predictive modelling of implicit, discrete emotion versus the rational drivers of consumer choice, Michael works closely with executive-level brand owners and their agency partners on strategic insights engagements to build market share changing communications programs.