#OgilvyDS

Blazing New Trails

Rory SutherlandVice-Chairman, Ogilvy & Mather Group UK

#OgilvyDS

Problems

agencies might

solve

Problems

agencies

are asked to

solve

#OgilvyDS

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Over the next fifty years, the

greatest source of new value

may consist in finding choices

we didn’t know we already

had, and by noticing value

where we never knew it

existed.

#OgilvyDS

#OgilvyDS

#OgilvyDS

This is

not a

map of

London

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MARKETING:

“The science of knowing

what economists are wrong about.”

#OgilvyDS

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SCARF: DAVID ROCK’S MODEL

● Status

● Certainty

● Autonomy

● Relatedness

● Fairness

#OgilvyDS

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“Thus, the conventional view that

natural selection favors nervous

systems which produce ever

more accurate images of the

world must be a very naive view

of mental evolution”

(Trivers 1976/2006)

#OgilvyDS

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“TEST COUNTERINTUITIVE

THINGS, BECAUSE NO-ONE

ELSE WILL.”

@RORYSUTHERLAND

#OgilvyDS

“Dare to be trivial.”

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Thank You

@rorysutherland