HOME Seville, Spain // 8-10 October 2018
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Speakers

Rory Sutherland

Vice Chairman, O&M Group UK

Rory is the Vice Chairman of Ogilvy, a role that has seen him co-found a behavioural science practice within the agency. He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour - these are the very small contextual changes which can have enormous effects on the decisions people make, such as tripling the sales rate of a call centre by adding just a few sentences to the script. Where lots of agencies will talk about "bought, owned and earned" media, Ogilvy Change also looks for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act.

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 has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact and occasional pieces for Wired. He is also the author of two books: The Wiki Man and Alchemy, The Surprising Power of Ideas Which Don't Make Sense, to be published in the UK and US in March 2019.


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