Behavioural Economics Pioneer
Getting an edge by thinking differently
Innovation & creativity
Described as “the worst graduate Ogilvy ever hired”, and by The Drum as a “legendary personality”, Rory Sutherland is known for pioneering the use of behavioural economics in advertising and marketing.
He is the Vice Chairman of Ogilvy in the UK and co-founder of the agency’s behavioural science practice, where he works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour. They seek out those unexpected (and inexpensive) contextual tweaks that transform the way people think and act - for instance tripling the sales rate of a call centre by adding just a few sentences to the script.
For his first 20 years at Ogilvy, Rory was a copywriter and creative director, 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.
He is the author of two books: The Wiki Man (2011), and Alchemy, The Surprising Power Of Ideas Which Don't Make Sense, to be published in the UK and US in March 2019.
Rory is one of those speakers who takes to the stage and instantly holds the audience in the palm of his hand.
A maverick who has built his career on his ability to challenge conventional wisdom, his insights into human decision-making are valuable to any business, whether to engage customers and employees or to drive innovation and creativity.