Sam Tatam, the global head of behavioural science at Ogilvy, has died of cancer aged 39.
At Ogilvy for 14 years in Australia and the UK, Tatam rose to global head of behavioural science in 2022.
He published a book, Evolutionary Ideas, about what behavioural science and evolutionary psychology can teach people as they tackle the challenges of the future in 2023, and was a regular speaker at conferences across the world.
Tatam is survived by his wife, his two daughters, Mila and Riley, his parents, his sister and wider family.
On LinkedIn last week, as his cancer was progressing, Tatam asked for friends, colleagues and people he had come across to record short video memories about him so his two daughters could grow up with a “sense of who their dad was, what he stood for, and the influence he may have had on those around him”.
Videos of memories of Sam can be uploaded here.
Ann Higgins, chief executive EMEA, Ogilvy Consulting, said: “Sam was a global giant in creativity and behavioural science – a true pioneer who led our craft with brilliance, integrity, and infectious enthusiasm. Yet, for all his towering impact professionally, it was his warmth, humility, good humour and that ever-present, big smile that defined him just as deeply.
“In his years with us at Ogilvy Consulting, he has made a legacy not just through his extraordinary work, but through his special blend of fun and caring leadership, which leaves an indelible mark on our culture.
"He was a true role model for all of us, always grounding his professional ambition in his love for his family. On behalf of our entire team, we will miss him profoundly and extend our deepest condolences to his family and loved ones.”
Tatam moved to London in 2016 as a behavioural strategy director before rising to UK practice lead in 2018. He worked with colleagues, including Ogilvy UK’s vice chair, Rory Sutherland, to develop the discipline of behavioural science, and with clients including the Bill and Melinda Gates Foundation, British Airways, International Hotels Group and Nestlé.
Sutherland said: “It does not do justice to Sam Tatam to describe him as 'one-of-a-kind' – because for some magical reason I could never really figure out, he seemed to have the productive and creative capacity of about 10 people.
“He was simultaneously a brilliant organiser, strategist, worrier, dreamer, author, doodler, psychologist, businessman, colleague, friend, husband and father. The only consolation to us all is that he managed to pack five lifetimes into such a tragically short life."
Tatam joined Ogilvy in Sydney in 2011 as a brand strategist after starting his career as a psychologist and became head of behavioural science across Australia for the WPP agency in 2014, launching and embedding the discipline across the shop’s offerings.
Patou Nuytemans, chief executive, EMEA at Ogilvy, said: “I know two things for sure. Sam made Ogilvy infinitely better. And Sam made me infinitely better.
“At Ogilvy, Sam was Mr. Popular. How behavioural science made our work better was obvious to everyone, but Sam's enthusiasm, conviction and let's-do attitude got so many of us across offices wanting to get him in front of clients. Every conversation with Sam stirred you. You felt seen, challenged, inspired, and wanting more.
“Who could have imagined I would learn even more from Sam during his battle with cancer. I will never forget our chats about how patient care would benefit from a healthy dose of behavioural science. How I wish he would have been strong enough to write that book.
“Sam was everything that is best about being human: fearlessly truthful with unstoppable energy, a love for life and an urge to make things better, and of course, a devotion to friends and family. I never met his two gorgeous little girls, but I feel I know Mila and Riley through the man who wanted nothing more than to be there for them.
“I think that what mattered most for Sam is to matter. Oh my word, he mattered. He matters.”
Ogilvy has set up a fund for donations towards Mila and Riley's education.
An illustration Tatam drew of him with his daughters.
