Rory Sutherland
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| Rory Sutherland | |
|---|---|
 Business of Software - Rory Sutherland.jpg | |
| Born | 1965 Usk, Monmouthshire, Wales |
| 🏳️ Nationality | British |
| 💼 Occupation | Advertising executive, copywriter, speaker, author |
Rory Sutherland (born 1965, Usk, Monmouthshire, Wales) is a British advertising executive. He is the Vice Chairman of the Ogilvy & Mather group of companies. He is also known for his fortnightly column in The Spectator[1] and his book Alchemy: The Power of Ideas That Don't Make Sense.[2]
Career[edit]
Sutherland joined Ogilvy & Mather as a graduate trainee planner in 1988, having been inspired to join the advertising industry by British TV advertising of the 1980s.[3]
In 2018 Sutherland founded the behavioural science practice within the Ogilvy Group, whose goal is develop marketing techniques inspired by the fields of psychology and economics, rather than shape customer desires through conventional advertising.[4] [5]
In Sutherland's book Alchemy: The Power of Ideas That Don't Make Sense, Sutherland argues that great marketing ideas are often built around a core that is profoundly irrational.[6]
Personal life[edit]
Sutherland's is married to Sophie Sutherland, who is a vicar at Bromley Parish Church. He has twin daughters.[7][8]
References[edit]
- ↑ Rory Sutherland biography, Creativebrief.com; accessed 6 October 2015.
- ↑ Gwinn, Simon (2019-03-21). "Rory Sutherland: it's not logical". Campaign.
"If you’re an economist, that is extraordinarily weird, and nothing in economics would predict that. It would say what the product is and how much it costs are the principal reasons for whether someone wants it or not. Instead, the response method was the major determinant for whether people replied or not." This finding was the start of a "30-year fascination with what I used to call the thing that has no name – how totally bonkers and trivial things can have an enormous effect on human behaviour".
- ↑ Caffyn, Grace (2017-03-24). "Ogilvy's Rory Sutherland on playing the long game in advertising". DigiDay.
- ↑ Bunelle, Tim (2019-05-28). "The future of advertising is rooted in the behavioral sciences". Medium.
- ↑ Timba, Smits. "Rory Sutherland Knows How to Save Marketing". Wired.
- ↑ Keogh, Olive. "Bringing the magical back into business". The Irish Times.
Assuming people behave rationally is fraught with danger. If they did, then why would they pay more for perfumed soap when cheaper unscented soap does the job just as well, or buy a designer vacuum cleaner when one half the price is as effective, or pay a premium for food that trumpets its provenance on the label?
- ↑ Billen, Andrew (2019-05-01). "Meet Rory Sutherland, the Don of modern advertising". The Times.
Liquid lunches and bunking off work on Fridays? Rory Sutherland thinks the industry would be better if it returned to the bad old days
- ↑ TED biography of Rory Sutherland, ted.com; accessed 6 October 2015.
External links[edit]
Category:Businesspeople in advertising
Category:Advertising theorists
Category:Advertising people
Category:Marketing theorists
Category:Marketing people
Category:Branding theorists
Usk
Category:People from Usk
Category:Alumni of Christ's College, Cambridge
Category:The Spectator people
Category:1965 births
Category:Living people
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