The business is a 50/50 collaboration between Jo Moore and The Behavioural Architects, operating as a standalone business.

Led by its founders – Moore and the founders of The Behavioural Architects, Crawford Hollingworth, Sarah Davies and Sian Davies – Do Not Behave is supported by a team of 16 behavioural strategists within The Behavioural Architects and a creative resource network.

The new agency will target client marketing and insight departments, including challenger brands seeking to change existing behaviours and larger brands.

Moore started her career at BBH followed by over 20 years at WCRS/Engine. Most recently, she creatively led House337 through its first two years, including leading Santander’s creative offering.

Founded 14 years ago, The Behavioural Architects focuses on applying behavioural science within marketing. Clients include Google, Diageo and Specsavers.

Do Not Behave has worked with community organisation Pedal Power as its founding client to develop a new strategy and rebrand, which the agency said led to a fundraising initiative being matched by Sport England and the appointment of Paralympic cyclist Blaine Hunt as the brand’s ambassador.

Moore said: “We want to embrace all the chaos in the industry at the moment as we believe it represents an opportunity to work differently with like-minded clients and deliver exciting and effective work.”

Sarah Davies said: “We have always loved the fact that behavioural insight and science fuels actionable, effective creative work. This is an amazing opportunity to work with Jo, one of the most talented creatives in the industry today. We are excited to fulfil our ambition of becoming a major player in the creative space.”

The new studio’s offices will be based in the Arts Building in Finsbury Park, London.