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      Make Your Ideas, Products and Brands Triumph | with Rory Sutherland in London


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      October 3, 2019

      Thursday   6:45 PM

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      Make Your Ideas, Products and Brands Triumph | with Rory Sutherland

      By Popular Demand the Legendary Rory Sutherland is back. An unmissable talk by Rory Sutherland, the acclaimed Behavioural Economist and – with 6.5m views – a TED Talk superstar, on how your ideas, products and brands can triumph in defiance of logic   Why is Red Bull so popular – even with the usual taste? How did a major fast-food outlet double its sales, by putting prices … up? And why do we prefer stripy toothpaste?   In our data-driven age, businesses usually try to use logic, algorithms and theory to drive sales and solve problems. But there’s a problem with this rational approach: humans are innately illogical, and make unconscious decisions based largely on our emotions. What if there was a deeper, underlying logic to explain our irrational selves? How can leaders tap into it to drive their brands, products and businesses to global success? Ogilvy Vice Chairman Rory Sutherland’s has the answer. His inimitable flair and polymath’s curiosity has made him a TED Talk superstar with over 6.5 million views, a globally sought-after keynote speaker, and a Radio 4 regular with two acclaimed radio series under his belt. Now he joins the How To: Academy to present his ground-breaking theory of creative alchemy. In this talk, Rory will blend cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, to show why the demand for logic – from so-called economists, technocrats, managers, analysts and spreadsheet-tweakers – is stifling our ability to solve problems and find creative solutions. Using real case studies from his work and research with the world’s biggest brands and influencers, Rory will reveal how we must learn to identify and understand the basics of ‘psycho-logic’, to get ahead in the modern world. Discover the science of knowing what economists are wrong about, and how our biggest breakthroughs may lie not in logic and more data, but in the equally important skill of knowing when and how to abandon it. And, in today’s algorithmically-obsessed age, why alchemy is more valuable than ever.         In Association with Penguin Live.     Rory Sutherland Rory is the Vice Chairman of Ogilvy in the UK. He works with a consulting practice who look for ‘unseen opportunities’ in consumer behaviour - these are the very small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act. Before founding Ogilvy Consulting’s behavioral science practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day, and Alchemy, The surprising Power of Ideas which don't make Sense, to be published in the UK and US in March 2019. Rory is married to a vicar and has twin daughters of 17. He lives in the former home of Napoleon III - unfortunately in the attic. He is a trustee of the Benjamin Franklin House in London and of Rochester Cathedral.

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