HOME Ponta Delgada, The Azores // 9-11 October 2017
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Speakers

Rory Sutherland

Vice-Chairman and Executive Creative Director, Ogilvy Group

After a spell teaching at a grammar school (and finding his colleagues far more challenging than the pupils), Rory applied to a number of advertising and marketing agencies and was offered a planning role by Ogilvy & Mather. He was asked to leave the Planning Department and moved to the Creative Department instead as a junior copywriter. He worked on accounts including American Express, Royal Mail and the relatively obscure software company Microsoft.

Despite approaching Microsoft with the idea of a system whereby people could share Office documents over the nascent internet and being roundly rejected, Rory went on to help found OgilvyOne, the group’s dedicated digital and direct agency, and he remains an advocate of so-called ‘360 Degree Branding’ ensuring brands have a coherent, joined-up presence in all relevant media areas.

Rory was appointed Head of Copy, and shortly afterwards Creative Director of Ogilvy. He has also served as the president of the Institute of Practioners in Advertising (IPA) - the first ‘creative’ to do so. Ogilvy is now part of the massive WPP ad and media group and counts Ford, Unilever, IBM, American Express, BP, and British Airways amongst their top accounts. 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.


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