NEWS2 April 2019

The Behavioural Architects appoints US president

Behavioural science News North America People

US – The Behavioural Architects (TBA) has hired Sonia Misak as president of its New York office.

For the past five years Misak has been running her own boutique insight agency, The Global Citizens in New York.

However, this role reunites her with TBA founder, Crawford Hollingworth, as she first moved to New York in 2003 to open the US office of HeadlightVision which he founded. It later became The Futures Company and she was president of that for more than two years before joining Hall & Partners as global client partner.

Misak said: “I am thrilled to be joining TBA and am looking forward to applying the frameworks and rigour of behavioural science to deepen my understanding of human (and consumer) behaviour.  I look forward to building on the incredible momentum TBA has already achieved working with some of the most exciting companies in the US.”