Title: Less Logic. More Magic.
Time + Date: 2:00 pm ET | Wednesday, April 21, 2021
Speaker: Rory Sutherland - Vice Chairman @ Ogilvy UK | Author of Alchemy: The Surprising Power Of Ideas That Don't Make Sense
Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency.
He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behavior - these are the very small contextual changes that can have enormous effects on the decisions people make - for instance tripling the sales rate of a call center by adding just a few sentences to the script. Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act.
It is a hugely valuable activity - but, alas, not particularly lucrative. This is because clients generally do not have budgets for solving problems they have not noticed.
Rory was previously a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has 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 also occasional pieces for Wired. He is the author of two books: 'The Wiki Man', available on Amazon at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day, and 'Alchemy: The Surprising Power of Ideas That Don't Make Sense', to be published in the UK and US in May 2019.
Rory is married to a vicar and has twin daughters of 17. 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.
Format:
Brigadoon Monthly Calls are 45-minute moderated discussions led by a subject matter expert in an emerging issue shaping commerce and culture.
The guest speaker makes opening remarks for ten minutes and takes questions for the balance of the call.
All calls happen using Google Meet.
Just like all Brigadoon gatherings, Brigadoon House Rules govern the session. The call is powerpoint free, the recording is private, and participants are free to use data from the discussion but are not allowed to reveal who made any comments or participated.
Cost:
Brigadoon Monthly Calls are free to all Brigadoon Members in good standing and their guests or $25.00 for other participants.