Rory Sutherland

Alchemist and Behavioral Science Impresario · Ogilvy UK

A lifetime spent working on the creative side of the advertising agency Ogilvy UK has provided Rory with the perfect environment for developing a fascination with the vagaries of human decision-making—he sees the world of advertising and marketing as a sort of Galapagos Island for behavioral science. An accidental TikTok star as well as a celebrated speaker and writer, Rory has found his blend of wit and behavioral insight resonates with audiences far beyond the boardroom. It’s this same passion that inspired him to found Ogilvy’s Behavioural Science Practice, a team of psychology graduates who look for unseen opportunities in consumer behavior, and to write his book Alchemy: The Surprising Power of Ideas That Don’t Quite Make Sense . Rory has variously been President of the IPA, Chair of the Judges for the Direct Marketing Jury at Cannes, and has spoken at TED Global. Rory has also co-written Transport for Humans (with Pete Dyson) and is the technology correspondent of the Spectator Magazine. His 12-week CPD accredited MAD//Masters course helps marketers make sense of accelerated disruption and use a tried and tested mix of creativity, innovation, and behavioral science to your competitive advantage.

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