03/06/2010Behavioural Economics Site: Home

Home page for the Behavioural Economics initiative.

Rory Sutherland, IPA President and Vice-Chairman of Ogilvy Group UK.

Find out more about the man and his Behavioural Economics (BE) agenda here.

Rory Sutherland was elected President of the IPA in April 2009 and is the first creative and direct marketer to hold the post. A longstanding champion of new media and of the 360-degree approach.

He joined Ogilvy in 1988, was Head of Copy of OgilvyOne in 1995, Creative Director in 1997, Executive Creative Director in 2002 and is now Vice-Chairman of the Ogilvy Group UK. He was President of the Direct Lions Jury at Cannes in 2007 and was awarded the Andi Emerson Award at the New York Caples Awards for services to direct marketing in 2009.

He has been an active member of the IPA for many years as a member of Council, as Chairman of the Creative Forum (2005-7) and Chairman of Judges for the IPA Best of Health Awards (2006). He is expected to serve a two-year term and succeeds Moray MacLennan of M&C Saatchi (2005-7).

In this ten minute video, Rory Sutherland explains why he is championing behavioural economics as President of the IPA. “We need to broaden the definition of what we do to reflect the new reality of the market place because if we don’t create a new model based on human understanding, then we are in danger of using 1950’s packaged goods persuasive techniques to solve today’s communications problems! With behavioural economics we can align ourselves to a recognizable science and not be held hostage to the media budget. It gives us a framework that will refresh our thinking and our talent pool and with it we can use ideas to turn human understanding into business and social advantage.”

Follow Rory:
An avid blogger and twitter, with his own column in The Spectator, Rory’s manifesto as President is to grow the value of advertising and to champion emotional intelligence.