Behavioural Science Alchemist
Rory Sutherland is the Vice Chairman of Ogilvy, which has allowed him to co-found a behavioural science practice within the agency. He works with a consulting practice of psychology graduates who look for 'unseen opportunities' in consumer behaviour which can have enormous effects on the decisions people make.
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Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired,. With characteristic wit and erudition Rory looks at the successes, the failures and the outright bizarre from the ad world. He analyses what branding means, what creativity is, and the value of persuasion over compulsion. In particular he looks at behaviours - as individuals and groups, consumers and employees - and how we often make the wrong decisions, or the decisions others want us to make.
WHAT he OFFERS YOU
Rory's insights into behavioural science carved him the reputation of being ahead of the curve. His understanding of the possibilities of digital technology and the Internet powered his rise to his current standing as a leading light in commerce.
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