Vice Chair Ogilvy UK
Rory Sutherland works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour – these are the often 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.
We’ll be looking to him for ideas around prompting “good” behaviours at this supremely challenging time.
Rory is the Vice Chair of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioural science practice within the agency. It is a hugely valuable activity – but, alas, not particularly lucrative. This is because clients generally do not have budgets for solving problems they did not know they had.
Before founding Ogilvy Change, 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 a speaker at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired.
Rory is the author of two books: "The Wiki Man" and the best-selling "Alchemy, The surprising Power of Ideas which don't make Sense."