Rory Sutherland | |
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| Born | Roderick Henry Sutherland 12 November 1965 |
| Education | Christ's College, Cambridge |
| Occupation(s) | Advertising executive, copywriter, speaker, author |
Rory Sutherland (born 12 November 1965) [1] is a British advertising executive. He is the vice chairman of the Ogilvy & Mather group of companies. He 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]
Sutherland was born in Llanbadoc, near Usk, Monmouthshire, Wales. [1] He attended Monmouth School, a private Haberdasher's school in Monmouthshire, and studied classics at Christ's College, Cambridge, starting in 1984. [4]
Sutherland joined Ogilvy & Mather as a graduate trainee planner in 1988, having been inspired to join the advertising industry by British TV advertising of the 1980s. [5] He worked briefly in account management before switching to copywriting and became the creative director in 2001. From 2008 to 2012 he served as President of the Institute of Practitioners in Advertising (IPA).
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 shape customer desires through conventional advertising. [6] [7]
In 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. In May 2019 Sutherland published his second book called Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformity, [8] in which he argues that great marketing ideas are often built around a core that is profoundly irrational. [9] In November 2021 he followed it up with Transport For Humans: Are we nearly there yet? [10] co-authored with Department for Transport behavioural scientist, Pete Dyson.
Sutherland is married to Sophie Sutherland, who is a Priest at Bromley Parish Church. They have twin daughters. [11] [12]
"1984" is an American television commercial that introduced the Apple Macintosh personal computer. It was conceived by Steve Hayden, Brent Thomas, and Lee Clow at Chiat/Day, produced by New York production company Fairbanks Films, and directed by Ridley Scott. The ad was a reference to George Orwell's noted 1949 novel, Nineteen Eighty-Four, which described a dystopian future ruled by a televised "Big Brother". English athlete Anya Major performed as the unnamed heroine and David Graham as Big Brother. In the US, it first aired in 10 local outlets, including Twin Falls, Idaho, where Chiat/Day ran the ad on December 31, 1983, at the last possible break before midnight on KMVT, so that the advertisement qualified for the 1984 Clio Awards. Its second televised airing, and only US national airing, was on January 22, 1984, during a break in the third quarter of the telecast of Super Bowl XVIII by CBS.
Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors. It is different from the concept of brand awareness. In order to position products or brands, companies may emphasize the distinguishing features of their brand or they may try to create a suitable image through the marketing mix. Once a brand has achieved a strong position, it can become difficult to reposition it. To effectively position a brand and create a lasting brand memory, brands need to be able to connect to consumers in an authentic way, creating a brand persona usually helps build this sort of connection.
Slate is an online magazine that covers current affairs, politics, and culture in the United States. It was created in 1996 by former New Republic editor Michael Kinsley, initially under the ownership of Microsoft as part of MSN. In 2004, it was purchased by The Washington Post Company, and since 2008 has been managed by The Slate Group, an online publishing entity created by Graham Holdings. Slate is based in New York City, with an additional office in Washington, D.C.
David Mackenzie Ogilvy was a British advertising tycoon, founder of Ogilvy & Mather, and known as the "Father of Advertising." Trained at the Gallup research organisation, he attributed the success of his campaigns to meticulous research into consumer habits. His most famous campaigns include Rolls-Royce, Dove soap, and Hathaway shirts.
J. G. Sandom is an American businessman and author, who co-founded the nation's first digital advertising agency, Einstein and Sandom Interactive (EASI), in 1984.
Ogilvy is a New York City-based British advertising, marketing, and public relations agency. It was founded in 1850 by Edmund Mather as a London-based agency. In 1964, the firm became known as Ogilvy & Mather after merging with a New York City agency that was founded in 1948 by David Ogilvy.
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. Copywriting is aimed at selling products or services. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
In Confessions of an Advertising Man, David Ogilvy shares his lessons from advertising consumer brands worldwide in the fifties and sixties in an eleven-chapter playbook of more than two hundred rules that cover corporate and subject matter aspects, the latter focused on the copywriting and illustrations of advertising campaigns for printed media. Two editions were released, in 1963 and 1988.
Incredible India is the name of an international tourism campaign launched by the Government of India in 2002 to promote tourism in India. The "Incredible India" title was officially branded and promoted since 2002. The exclamation mark forms the 'I' of India. The exclamation used creatively across several visuals complements the concept behind the word "Incredible".
Apple Inc. has had many notable advertisements since the 1980s. The "1984" Super Bowl commercial introduced the original Macintosh mimicking imagery from George Orwell's 1984. The 1990s Think Different campaign linked Apple to famous social figures such as John Lennon and Mahatma Gandhi, while also introducing "Think Different" as a new slogan for the company. Other popular advertising campaigns include the 2000s "iPod People", the 2002 Switch campaign, and most recently the Get a Mac campaign which ran from 2006 to 2009.
The Curwen Press was founded by the Reverend John Curwen in 1863 to publish sheet music for the "tonic sol-fa" system. The Press was based in Plaistow, Newham, east London, England, where Curwen was a pastor from 1844.
Credos is an advertising think-tank established in early 2010 by the Advertising Association, as part of their mission to re-build public trust in advertising and maintain the freedom to advertise responsibly in the UK. It is funded by the advertising industry and overseen by an advisory board to assure the quality of its work. Credos' mission is to 'understand advertising': its role, how it works, how it is perceived and its value to UK society and the economy.
Piyush Pandey is a living legend of the advertising industry and the Chief Creative Officer Worldwide (2019) and Executive Chairman India of Ogilvy (agency). He is the recipient of the LIA Legend Award (2024), and the Padma Shri award (2016). Pandey is also credited with shaping a distinct indigenous influence on Indian advertising that was earlier under the influence of western advertising and ideas.
Ken Sutherland is a composer, lyricist, playwright and artist who has written songs and scores for a number of movies, including the award-winning Savannah Smiles.
S. H. Benson Ltd was a British advertising company founded in 1893 by Samuel Herbert Benson. Clients of the company included Bovril, Guinness and Colmans. S. H. Benson was born on 14 August 1854 in Marylebone.
Martin A. Nisenholtz is an American businessman and educator who has been active in the advancement of digital media and marketing.
Bernard Russ Alben was an American advertising executive and composer. He served as the Vice President and Creative Director of Ogilvy & Mather from the early 1970s until his retirement in December 1981. Alben is credited with writing the Good & Plenty's Choo Choo Charlie jingle and creating the Timex watch advertising slogan, "It takes a licking and keeps on ticking."
Eicoff is one of the top ten advertising agencies in Chicago. It specializes in direct response television (DRTV) advertising. It is known as the firm that popularized 1-800 call numbers and claims to have coined the "… or your money back" catchphrase.
Peter Miles Young is a British former businessman and the incumbent Warden of New College, Oxford. Until September 2016, he was worldwide chairman and CEO of the international advertising, marketing, communications, consulting and public relations agency Ogilvy & Mather.
"Christmas Bells" is an American television commercial produced by the Hershey Company promoting Hershey's Kisses. The advertisement, originally produced with stop-motion animation and later being redone with CGI animation, features Hershey's Kisses, fashioned as a handbell choir, playing the Christmas carol "We Wish You a Merry Christmas". It debuted in December 1989 and is shown in the United States and Canada each holiday season; as such, it is the longest-running television commercial for the Hershey brand. In 2012, the ad was redone with a new recording of the audio and the graphics being redone entirely in CGI animation. Since then, that version had been the version playing each year up until October 2019, when the slogan in the video was slightly updated from "Happy Holidays from Hershey's Kisses" to "Warmest Holidays from Hershey's Kisses", in addition to having the red Kiss that makes the last note pulse red upon finishing.
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