Rory Sutherland

Rory Sutherland is a British advertising executive and renowned speaker celebrated for his innovative insights into the interplay between creativity and psychology in marketing. As Vice Chairman of Ogilvy UK, he has become a leading figure in the marketing and advertising industry, blending behavioral science with creative strategy to uncover unconventional solutions to consumer challenges.

Rory leads a consulting team of psychology graduates dedicated to identifying “unseen opportunities” in consumer behavior—seemingly minor contextual tweaks that yield significant results. For instance, his team once tripled a call center’s sales simply by revising a few sentences in its script. He co-founded Ogilvy’s behavioral science practice, focusing on “invented” and “discovered” media—cost-effective, unexpected interventions that reshape perceptions and decision-making.

Before establishing this practice, Rory spent over two decades as a copywriter and creative director at Ogilvy, starting as a graduate trainee in 1988. His illustrious career includes serving as President of the IPA, chairing the Cannes Direct Jury, and delivering thought-provoking talks at TED Global. His work often highlights how small psychological adjustments can unlock major opportunities for businesses.

Rory is also a prolific writer, contributing regularly to The Spectator, Market Leader, and Impact, with occasional pieces in Wired. He is the author of The Wiki Man, Alchemy: The Surprising Power of Ideas That Don’t Make Sense, and Transport for Humans (co-written with Pete Dyson), which examines the behavioral science of transportation.

Living in Napoleon III’s former home—albeit in the attic—with his vicar wife and twin daughters, Rory is also a trustee of the Benjamin Franklin House in London and a Patron of Rochester Cathedral. A highly regarded keynote speaker, Rory offers businesses invaluable insights into creativity, customer perception, and the hidden forces shaping decision-making.