Rory Sutherland

Profile

Rory Sutherland is widely regarded as one of the most original thinkers in European marketing. As Vice Chairman of Ogilvy UK, he has championed the application of behavioural economics to advertising and brand strategy, arguing that perceived value is often more important than objective value. His TED talks have accumulated tens of millions of views, and his book 'Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life' has become essential reading for marketers across the continent. Sutherland's core thesis — that logic is not the primary driver of human decision-making — has fundamentally shifted how leading European brands approach their customers. He has consulted for governments, financial institutions, and consumer brands alike, bringing a rigorous yet counterintuitive perspective to every engagement. His influence extends far beyond advertising into public policy, product design, and organisational behaviour.