Rory Sutherland, the Vice-Chairman of Ogilvy Group UK, current President of the Institute of Practitioners in Advertising (IPA) and past TED speaker, gave an incredibly inspiring lecture to all Creative Advertising students on Wednesday last week.
His main theme was Behavioural Economics and how understanding a person's behaviour can be the most potent force to create lasting change and break down perceptual barriers in communication. Rory was keen to champion the ideas from John Kay’s forthcoming book ‘Obliquity’ (March 2010), which explores ways of solving problems by looking at 'WHY people do the things they do' rather than 'TELLING people what they SHOULD do'.
The talk was full of anecdotes and examples drawn from his twenty years in advertising and a lifetime observing how people go about their business, including:
- the real differences between caravans vs. yachts
- how to market coach travel and frozen food
- the way choice is framed affects decision making
- the curious relationship between scarcity and value
- the power of seduction vs. force
- how 'brand' is a psychological extended warranty
- how intangible value can be more important than real value
- why banks have marble pillars
Rory really is a truly inspiring speaker and he gave us all much food for thought showing us that the best result does not always come from the most obvious route.
Thank you so much for coming to visit us, Rory - we look forward to seeing you in Lincoln again very soon.
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