Vice Chairman of Ogilvy & Mather UK, and co-founder of #ogilvychange

Rory is Vice Chairman of Ogilvy & Mather UK, a global advertising and marketing agency based in London. This attractively vague job title has allowed him to co-found #ogilvychange, the specialist behavioural economics practice within the Ogilvy group.

Rory co-heads a team of psychology graduates who look for “butterfly effects” in consumer behavior – these are the very small contextual changes which can have enormous effects on the decisions people make. For instance, tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about “bought, owned and earned” media. #ogilvychange also looks for “invented media” and “discovered media”, seeking out those unexpected (and inexpensive) nudges that transform the way that people think and act.

Before founding #ogilvychange, 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 (which is widely recognised as the world’s most influential professional body for practitioners in advertising and marketing communications), 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.

Rory is married to a vicar and has twin daughters of 14. He lives in the former home of Napoleon III – unfortunately in the attic. He is a trustee of the Benjamin Franklin House in London and of Rochester Cathedral.

Twitter: https://twitter.com/rorysutherland
LinkedIn: https://www.linkedin.com/in/rorysutherland/