RAISE YOUR STATUS IN YOUR ORGANISATION WITH RORY SUTHERLAND'S MAD//MASTERS
Now enrolling for 2025 course dates
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UPCOMING COURSE INTAKES:
- Introduction: How we can raise the status of marketing
- Beware marcomms! Why we need to change the perception of what marketing is and how it works
- Getting to know how your brand smells, heuristics and why you need to learn to talk to the elephant
- Should you trust data? Why we need to experiment + embrace discovery if we want to get lucky
- Finding your competitive advantage + gain theory: why failing fast can be a risky strategy
- Dare to be different + annoying! The importance of creativity + diversity in elevating your offering
- Herd behaviour - How behavioural economics can help you speak to your board + help you become a better marketer
- Maximising your relationship with your consumers - why it pays to understand your customers
- Mind readers - How behavioral science can create better + more exciting innovation
- How to reassert the influence of marketing within your organisation + think like a human, not a consultant
PLUS...
- Drop-in session with Herdify’s CEO & Founder, Tom Ridges, to enhance the perspective on applying behavioural science in the day-to-day
- Inside the mind of the challenger: Shamil Thakrar, Co-founder, Dishoom
- Inside the mind of the challenger: Alexandra Depledge MBE, Founder and CEO, Resi
- Rory Sutherland meets Ritchie Mehta, CEO, School of Marketing: How to get ahead in marketing
- MAD//Masters Masterclass with Rory Sutherland, live at MAD//Fest London
- + more...
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.
Rory works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour – these are the often 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 + earned” media: we also look for “invented media” + “discovered media”: seeking out those unexpected (+ inexpensive) contextual tweaks that transform the way that people think + 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 did not know they had.
Before founding Ogilvy Change, Rory was a copywriter + creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, + has spoken at TED Global. He writes regular columns for the Spectator, Market Leader + Impact, + also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon (at prices between £1.96 + £2,345.54, depending on whether the algorithm is having a bad day), + the best-selling Alchemy: The surprising Power of Ideas which don’t make Sense, published in the UK + US in May 2019.