The Famous Q&A with ~ Rory Sutherland

A long career at Ogilvy UK gave Rory Sutherland a front-row seat to the quirks of human decision making, which he treats as advertising’s own Galapagos for behavioural science.

A surprise TikTok hit as well as a sought-after speaker and writer, he blends wit with sharp psychological insight.

He founded Ogilvy’s Behavioural Science Practice, wrote Alchemy, co-authored Transport for Humans, and serves as technology correspondent for The Spectator.

He has chaired major industry juries, spoken at TED Global and created the CPD-accredited MAD//Masters course, helping marketers navigate rapid change through creativity and behavioural thinking.

What’s currently fascinating you most in your work — or in the world right now Rory?

Like Greg Hahn, my side-passion is true-life crime. There is a good reason for this, too. Detective work (not “science”, as we try to pretend) is the closest parallel to what we do.

Sherlock Holmes called it “reasoning backwards”. Technically it is called “abductive inference”.

How do you see creativity evolving in the age of A.I.?

If it’s directed towards value creation it could be fabulous. However it will inevitably be hijacked in the service of efficiency and cost reduction, which are all that passes for strategy in the modern corporation.

The best bit of advice you were ever given

“Serendipity – it doesn’t happen by chance” The title of a recent book by my brilliant friend David Cleevely.

A brand you’d love to experiment with — and why.

The American Democratic party (seriously, for fuck’s sake, guys!). And Amtrak.

As a kid, what did you want to be when you grew up?

My brother and I grew up fighting over the Sunday Times Colour Supplement, largely so we could read the ads, especially those from CDP. So, yes, I always wanted to do what I do.

When you hit a creative rut what do you do?

Three tips from my personal guru Roger L Martin. Seek out a contradiction, an analogy or an anomaly.

Share something surprising that people don’t know about you

I’m deeply introverted. I find social functions a bit like lesbian sex – I am sure the participants hugely enjoy the proceedings, but it all goes on a bit too long.

A favourite campaign, you didn’t work on?

Can I just say this? “Kamala is for they/them, President Trump is for you.” was a bloody brilliant campaign idea. Don’t expect to see it win any awards, mind.

Your last supper. What’s on the menu?

Haleem Akbari – from Salloo in Kinnerton St SW1.

A favourite campaign you worked on and a bit about it

I still miss working on American Express.

What’s your most guilty pleasure?

Uber Luxe. Tip to creatives: the receipt doesn’t say it’s an Uber Luxe, so you can pretend you took a Prius and got stuck in traffic.The only downside is that they once sent me a Bentley to visit a client, and I had to walk the last 300 yards.

If you could change one industry rule or habit overnight, what would it be?

Stop selling what we do. Instead start selling how we think.

Most challenging brief you ever worked on

We were asked to pitch for the AA to replace the line “To our members, we’re the fourth emergency service”. We should have refused to participate in an act of brandicide.

Your go-to karaoke song

A Little Bit of Soap by the Jarmels. Just the bass part in the middle, mind.

A person who inspires you is…

Nassim Taleb

All-time favourite movie?

The Big Short. (In 20 years time they will make a sequel about digital media).

What’s the weirdest brief you’ve ever been given?

Not me but a friend. To discourage budding pornstars from getting tattoos.

The best decision you ever made. …and the worst

Getting famous. Getting famous.

When the comedian Bill Murray hears someone say they want to be rich and famous, he replies “Try just getting rich first and see if that doesn’t do it for you”.

What’s your creative spirit animal?

Welsh Border Collie. Cunning and helpful at the same time.

Who was the biggest influence on your early career?

Drayton Bird & Steve Harrison.

One brand/marketing book that everyone should read?

Obvious Adams.

If you weren’t doing this job, what would you be doing instead?

To be honest, I’m only doing this to pay the bills while I’m waiting to break into K-Pop choreography.

you can read previous Q&A’s here

The Famous Q&A