#OgilvyDS
Blazing New Trails
Rory SutherlandVice-Chairman, Ogilvy & Mather Group UK
#OgilvyDS
Problems
agencies might
solve
Problems
agencies
are asked to
solve
#OgilvyDS
Insert Kraft Film Here
#OgilvyDS
Insert Saatchi Ad Film Here
#OgilvyDS
Over the next fifty years, the
greatest source of new value
may consist in finding choices
we didn’t know we already
had, and by noticing value
where we never knew it
existed.
#OgilvyDS
This is
not a
map of
London
#OgilvyDS
MARKETING:
“The science of knowing
what economists are wrong about.”
#OgilvyDS
SCARF: DAVID ROCK’S MODEL
● Status
● Certainty
● Autonomy
● Relatedness
● Fairness
#OgilvyDS
Insert Two Monkeys Film Here
#OgilvyDS
Insert McGurk Film Here
#OgilvyDS
“Thus, the conventional view that
natural selection favors nervous
systems which produce ever
more accurate images of the
world must be a very naive view
of mental evolution”
(Trivers 1976/2006)
#OgilvyDS
“TEST COUNTERINTUITIVE
THINGS, BECAUSE NO-ONE
ELSE WILL.”
@RORYSUTHERLAND
#OgilvyDS
“Dare to be trivial.”
#OgilvyDS
Thank You
@rorysutherland