Credentials: Applied Insights

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Founded in 2018 by Nuala Walsh, a behavioral scientist, Board Advisor, and award-winning global business leader with three decades in investment management, consulting, and sport. Executive roles held at Blackrock/ Merrill Lynch, PA Consulting, and Standard Life Aberdeen.

 

Current Appointments: 

Publications / Interviews:  

  • Harvard Business Review; 

  • Forbes; 

  • Economist; 

  • BBC World Service; 

  • Telegraph; 

  • Benchmark Asia; 

  • Funds Europe

  • Behavioural Economics.com

Academics: 

Industrywide Behaviour Change

 

Clients include..: 

  • Swedish retail bank;

  • Canadian investment bank;

  • Fund services supplier;

  • Global transport provider;

  • International airline;

  • International hotel chain;

  • Energy supplier;

  • Global sporting associations - rugby, tennis, and athletics. 

Awards: 

Lecturer/Guest Speaker:

Expert Panel / Moderatorships:

  • Association of British Psychologists
  • Women Mean Business
  • LBS Equal Allyship

  • CFA - Social Media & Fintech

  • HSBC Conduct Week

  • Novartis Ethics Programme

  • International Tennis Federation

  • Wealth Tech 2. 0

  • Women of the Square Mile

  • Fund Forum.

Behavioural Science Techniques

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Social norm messaging, defaults; choice architecture; preference and perception; priming; nudging; framing; signalling; incentives; reminder cues; feedback; noise audits and moral suasion.

MindEquity works with a panel of seasoned industry specialists, analysts, and academics to multiply value. 

Member of Forbes Business Council

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MindEquity is a member of the invitation-only Forbes Business Counil. We publish articles independently and our perspectives are frequently included in Forbes Expert panels.  For a full listing, see here.

Sports Marketing

Golf- Rugby - Tennis - Racing - Football - Athletics

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GOLF - RYDER CUP

Architected the 1st worldwide partnership with Ryder Cup in its 100 year history. Activated high-impact  performance-led strategies in Europe (2012) and US (2016). Multiple award nominations. 1st Ringing of Nasdaq Bell with Captains. View here.

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Led sponsorship of the historic 2017 Tour to New Zealand. Broke previous media and ROI records. Awarded BT Sport 'Partnership of the Year' - a 1st for an investment firm.  Various interviews and player awards

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FOOTBALL - THE FA

Member of The FA's Inclusion Advisory Board, set up to eliminate discrimination  in football - from grassroots to elite levels. Implementing a programme of attitude and culture change across race, gender, disability and mental health.

Image by Nicolas Hoizey

ATHLETICS - WORLD ATHLETICS

Member of the World Athletics (formerly IAAF) special Gender Leadership Taskforce to advance gender equality across 214 federations. Launched in Bahrain, with global team of former Olympians to implement a programme of behaviour and culture change

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TENNIS - ATP TOUR OF CHAMPIONS

Negotiated and activated the three-year global sponsorship of ATP Seniors tennis tour across14 cities  (2003 - 2006).

 

Featured legends including John McEnroe, Bjorn Borg, Boris Becker, Goran Ivanisvich, Henri Leconte, Pat Cash. 

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John McEnroe

World Number 1 Singles Player (1980) and multiple Grand Slam Winner

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Barcelona 2006

An ATP Tour of Champions Event

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2016 Ryder Cup Captains 

Davis Love III (USA) 

Darren Clarke (Europe)

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