Rory Sutherland (advertising executive)

Rory Sutherland
Born	Roderick Henry Sutherland (1965-11-12) 12 November 1965 (age 59) Usk, Monmouthshire, Wales
Education	Christ's College, Cambridge
Occupations	Advertising executive copywriter speaker author
Children	2

Roderick Henry Sutherland (born 12 November 1965) ^[1] is a British advertising executive. He is the vice chairman of the Ogilvy & Mather group of companies. Sutherland writes a fortnightly column in The Spectator ^[2] and has written several books, including Alchemy: The Power of Ideas That Don't Make Sense. ^[3]

Early life and education

Sutherland was born in Llanbadoc, near Usk, Monmouthshire, Wales. ^[1] He attended Monmouth School, a private Haberdashers' school in Monmouthshire, and studied classics at Christ's College, Cambridge, starting in 1984. ^[4]

Career

Sutherland joined Ogilvy & Mather as a graduate trainee planner in 1988, having been inspired to join the advertising industry by the British television advertising of the 1980s. ^[5] He worked briefly in account management before switching to copywriting and became the creative director in 2001. Sutherland worked on Ogilvy's American Express and Dove soap accounts. ^{[6] [7]}

From 2008 to 2012, Sutherland was president of the Institute of Practitioners in Advertising (IPA). ^[8] In 2012, Sutherland founded the behavioural science practice within the Ogilvy Group, whose goal is to develop marketing techniques inspired by the fields of psychology and economics, rather than shaping customer desires through conventional advertising. ^{[9] [10]}

Sutherland has been noted for his popularity on TikTok, ^[11] and described by The Guardian as "one of the most unlikely TikTok sensations of the day." After a fan started uploading clips of Sutherland's talks, interviews and podcast appearances, Sutherland and Ogilvy eventually took over running the account. ^[12]

Books

• 2011: Sutherland published his first book, The Wiki Man, and since publication he has regularly written a column that has the same title in The Spectator magazine.
• 2019: Sutherland published his second book called Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformity, ^[13] in which he argues that great marketing ideas are often built around a core that is profoundly irrational. ^[14]
• 2021: He followed it up with Transport For Humans: Are we nearly there yet? (co-authored with Department of Transport behavioural scientist Pete Dyson). ^[15]

Personal life

Sutherland is married to Sophie Sutherland, a priest at Bromley Parish Church. They have twin daughters. ^{[16] [17] [18]}

References

1. "SUTHERLAND, Roderick Henry, (Rory)" . Who's Who . Vol. 2024 (online ed.). A & C Black.(Subscription or UK public library membership required.)
2. Rory Sutherland biography, Creativebrief.com; accessed 6 October 2015.
3. Gwinn, Simon (21 March 2019). "Rory Sutherland: it's not logical". Campaign .
4. "The Diary of a CEO with Steven Bartlett: E165: The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland on Apple Podcasts".
5. Caffyn, Grace (24 March 2017). "Ogilvy's Rory Sutherland on playing the long game in advertising". DigiDay.
6. Billen, Andrew (30 April 2019). "Meet Rory Sutherland, the Don of modern advertising". www.thetimes.com. Retrieved 18 February 2025.
7. Sutherland, Rory (23 August 2023). "What I learned from being debanked". The Spectator. Retrieved 18 February 2025.
8. "Rory Sutherland". wwf.panda.org. Retrieved 18 February 2025.
9. Bunelle, Tim (28 May 2019). "The future of advertising is rooted in the behavioral sciences". Medium.
10. Timba, Smits. "Rory Sutherland Knows How to Save Marketing". Wired .
11. Emma Vernon; Stephen Lepitak (23 July 2024). "Why Rory Sutherland Has Become an Unlikely TikTok Influencer". creative.salon. Retrieved 7 February 2025.
12. Keenan, Rachel (28 October 2024). "'I woke up and found myself famous': Rory Sutherland on his TikTok success". The Guardian. Retrieved 7 February 2025.
13. Sutherland, Rory (2019). Alchemy : the surprising power of ideas that don't make sense. London. ISBN   978-0-7535-5137-0. OCLC   1091689287.
14. Keogh, Olive. "Bringing the magical back into business". The Irish Times .
15. Dyson, Pete (2021). Transport for Humans Are We Nearly There Yet?. Rory Sutherland. La Vergne: London Publishing Partnership. ISBN   978-1-913019-37-2. OCLC   1285170131.
16. Billen, Andrew (1 May 2019). "Meet Rory Sutherland, the Don of modern advertising". The Times .
17. TED biography of Rory Sutherland, ted.com; accessed 6 October 2015.
18. "Relative Values". paulstuart.co.uk. Retrieved 3 May 2025.

External links

• Wiki Man columns in The Spectator .
• Sutherland discussing his book on EconTalk
• "Rory Sutherland: Alchemy: The Surprising Power Of Ideas That Don't Make Sense" on YouTube