Former DDB Remedy Chairman and Creative Director Orrin Pollard has joined behaviour change agency Hamell, as partner and Executive Creative Director to launch their new communications division, Hamell Ignyte.

Together with Managing Director, Fiona Hammond and Clinical Director, Alison Carr, Orrin will be helping to drive Hamell’s creative division ‘Ignyte’ to improve communication between pharmaceutical clients, healthcare professionals, patients and consumers.

Says Orrin: “Many agencies talk about changing behaviour, but few actually have the evidence to back it up. This is indeed where Hamell Ignyte differs, because through our behavioural research division, Hamell Spark’s unique, validated methodology, we are able to get under the skin and into the minds of our target audiences to really discover their motivators and behavioural drivers. Discovering our targets’ true drivers, we can segment them so that we know exactly what to say, where to reach them and how to talk to them.

Armed with this knowledge and in line with our mission, Hamell Ignyte’s focus will be to use this intelligence to produce creatively powerful, effective and inspiring communications across a 360° spectrum that touches their core to drive change. With the power of ever expanding digital channels, it means that communications shift from blanket marketing to effective messaging that resonates on an individual level. I am looking forward to being a part of what I believe to be a truly differentiated offer in healthcare communications.”

Managing Director Fiona Hammond: Fiona said, “We are absolutely thrilled that Orrin is joining us here at Hamell. He brings with him a wealth of experience, and his proven expertise will enable us to realise our vision of creating innovative communication solutions that facilitate real and lasting behavioural change.

This is a step forward for Hamell and comes hot on the heels of some major new business wins in behavioural research. We are excited to be growing our full service agency and translating more of our in-depth behavioural insights into communications supported by memorable, engaging creative.”