Rory Sutherland

Rory Sutherland: Alchemist and Behavioural Science Impresario

A lifetime spent working on the creative side of Advertising Agency Ogilvy has provided Rory with the perfect environment for developing a fascination with the vagaries of human decision making – indeed he sees the world of Advertising and Marketing as a sort of Galapagos Island for behavioral science. It’s this same passion that inspired him to found Ogilvy’s Behavioural Science Practice, a team of psychology graduates who look for unseen opportunities in consumer behaviour, and to write his Book Alchemy: the Surprising Power of Ideas that don’t quite make sense (Penguin 2018). Rory has also co-written Transport for Humans (with Pete Dyson) and has a regular column in the Spectator Magazine. His 12 week CPD accredited Madmasters course helps marketers make sense of accelerated disruption and use a tried and tested mix of creativity, innovation and behavioural science to their competitive advantage