It may seem that big problems require big solutions, but ad man Rory Sutherland says many flashy, expensive fixes are just obscuring better, simpler answers. To illustrate, he uses behavioral economics and hilarious examples.
Sweat the small stuff
About Rory Sutherland
From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather’s planning department in 1988, and became a junior copywriter, working on Microsoft‘s account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.
“Rory is the original advocate of ‘360-degree branding,’ a persuasive and charismatic speaker and has a tremendous knack for making ideas come to life in an easily digestible way. He has been walking the walk longer than anyone.”
Gary Leih, Ogilvy Group Chairman
An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland’s meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign’s Brand Republic site, his column “The Wiki Man” at The Spectator and his busy Twitter account
via Rory Sutherland: Sweat the small stuff | Video on TED.com.
