NABS Nationwide Screening: Rory Sutherland
Type: Tuesday Club Talks
Time: 6.00pm - 8.30pm
“Creativity, or the science of knowing what logic is wrong about”
In this talk, you will learn why 1 x 7 doesn’t equal 7 x 1; you’ll learn why sometimes the opposite of a good idea is also a good idea; and why your television is permanently hacking your brain – in a good way. You’ll learn, in short, why nothing is quite as logical as we like to think – including the way we think.
Rory is Vice Chairman, an attractively vague job title which has allowed him to co-found Ogilvychange, a behavioral science practice.
Rory co-heads a team of psychology graduates who look for “butterfly effects” in consumer behavior – 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) nudges that transform the way that people think and act.