Rory Sutherland
Best known for:
Rory is Vice Chairman, an attractively vague job title which has allowed him to co-found Ogilvychange, a behavioural science practice.
Summary:
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.
Biography:
Rory co-heads a team of psychology graduates who look for "butterfly effects" in consumer behavior - these are the very small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) nudges that transform the way that people think and act.
Before founding Ogilvychange, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. 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.
Rory is married to a vicar and has twin daughters of 14. He lives in the former home of Napoleon III - unfortunately in the attic. He is a trustee of the Benjamin Franklin House in London and of Rochester Cathedral.
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