Episode 32 with RORY SUTHERLAND: The Alchemist's Mix of Behavioral Science


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By Nick Hobson. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.
Rory is the Vice Chairman of Ogilvy, and has co-founded a behavioural science practice within the agency. He works talented 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 - for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Before this, Rory was a copywriter and creative director at Ogilvy for over 20 years. Before his life-changing (for many of his fans) career at Ogilvy, Rory has been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He is also an author. having written: 'The Wiki Man', and the newly published 'Alchemy: The Surprising Power of Ideas That Don't Make Sense.'

74 episodes