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Rory Sutherland

Co-Founder, Ogilvy Change
Vice-Chairman, Ogilvy & Mather UK

Although they don't have much else in common, marketers seem to have made the same mistake as neo-classical economists. They have become so preoccupied with a model of "how people should decide" that they have completely neglected to ask the question how do people actually decide.

Before founding Ogilvy Change, Rory was a copywriter and Creative Director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988.

As IPA President, he made the introduction of Behavioural Economics the central platform of his two-year presidential agenda from 2009 to 2011. He is now putting these ideas into practice. Contact: Rory.Sutherland@ogilvy.com

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