Advertising adds value to a product by changing our perception, rather than the product itself.
Rory Sutherland makes the daring assertion that a change in perceived
value can be just as satisfying as what we consider “real” value -- and his conclusion
has interesting consequences for how we look at life.
Rory Sutherland stands at the center of an advertising revolution in brand identities,
designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.
From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.
An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.
"Rory is the original advocate of '360-degree branding,' a persuasive and charismatic speaker and has a tremendous knack for making ideas come to life in an easily digestible way. He has been walking the walk longer than anyone."Gary Leih, Ogilvy Group Chairman