Why You Should Form an "Awkward Squad"v

Rory Sutherland
Speaker Rory Sutherland Vice Chairman, Ogilvy UK
UK

Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency.

He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour - these are the very small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act.

It is a hugely valuable activity - but, alas, not particularly lucrative. This is because clients generally do not have budgets for solving problems they have not noticed.

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