Sam Tatam, Beloved Ogilvy Exec, Dies at 39

Ogilvy has announced "with profound sadness" the passing of Sam Tatam, global head of behavioural science at the agency, on Wednesday August 13th aged 39.

In a statement from Ogilvy he was described as "a truly exceptional individual and a cherished colleague."

"Sam was a pivotal figure in global marketing, renowned for his pioneering work and leadership," the statement continued.

"Sam's journey with Ogilvy began in December 2011, when he joined Ogilvy Sydney as a brand strategist. He quickly made an indelible impact, demonstrating an innate ability to apply human psychology to complex brand challenges. His expertise was swiftly recognized, leading to his appointment as head of behavioural science for Ogilvy Australia which launched in 2014. In September 2016, Sam's influence expanded globally as he moved to Ogilvy UK as a behavioural strategy director, becoming a partner at Ogilvy Consulting’s Behavioural Science Practice. Here, he played a crucial role in further developing the Behavioural Science specialism in close partnership with luminaries like Rory Sutherland. He was instrumental in a range of creatively driven behaviour change campaigns across the Ogilvy network, delivering impactful results for diverse clients including the Bill & Melinda Gates Foundation, WRAP (Waste Resource Action Programme), British Airways, International Hotels Group, Nestlé, and many more. Sam was also a prolific and engaging speaker, most notably hosting Ogilvy’s Nudgestock, an annual day-long celebration of counter intuitive marketing, now in its thirteenth year. Sam’s insights captivated audiences worldwide.

"His continued leadership and profound impact in the field were formally recognized in January 2022, when he was appointed global head of behavioural science at Ogilvy. This role underscored his significant contributions to integrating behavioural science at the highest levels of global strategy. Sam's passion was understanding human behaviour, and his experience came from a unique blend of organisational psychology and advertising strategy. In 2023, Sam further cemented his legacy with the publication of his book, Evolutionary Ideas, which explored the intersection of human nature and effective communication, offering fresh perspectives on applying behavioural science to real-world challenges.

Sam with Ogilvy UK vice chair Rory Sutherland and David Fox at the launch of Ogilvy Australia's behavioural science practice.

"Beyond his many career achievements, Sam was what David Ogilvy referred to as the consummate ‘gentleman with brains’. His good humour and positive outlook were effusive, and he inspired team members and clients alike with his enthusiasm and smart thinking. Sam literally spoke with his hand on his heart, a gesture that perfectly encapsulated his genuine and authentic nature. He fostered a collaborative and supportive environment, leading his global team with grace and genuine mentorship. His presence enriched countless lives, and his legacy will continue to resonate through the groundbreaking work he championed and the many individuals he influenced.

"Sam's contributions to the field of behavioural science and his profound impact on Ogilvy's clients globally will be remembered and celebrated for years to come. He leaves behind a legacy of innovation, intellectual curiosity, and profound human connection.

"Sam is survived by his beloved wife, two cherished daughters Mila (7) and Riley (4), his devoted parents, his sister, and a wider family who will miss him dearly. Sam Tatam will be deeply missed by his family, friends, colleagues, and the countless individuals whose lives he touched. His pioneering spirit and kind heart will forever remain in our memories," the statement concluded.

Ann Higgins, CEO EMEA at 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.”

Rory Sutherland, vice chairman at Ogilvy UK 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."

Patou Nuytemans, CEO EMEA at Ogilvy: “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.”

Your memory: Sam has one final request for those that knew and worked with him, to leave a video of your memories and experience of him for his children: link here​

Make a donation: If you would like to contribute to the education fund for his two children, Mila and Riley Tatam: link here​

This story was edited on 15/08/2025.