Discover the power of changing perspectives in marketing with expert Rory Sutherland.
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Rory Sutherland is Vice Chairman of Ogilvy & Mather UK and an expert on consumer behaviour, trends and the influence of the internet. He supports the need for companies to change the perspective of customers and bring new and different views to different products. Sutherland's well-respected career is consistent with his academic background. After studying at Christ's College, Cambridge, he spent a year teaching at a school in Aylesbury. He later joined the Ogilvy team in 1988 where he began to immerse himself in the marketing and advertising industries. Sutherland's engagement with Ogilvy was successful from the start, and he began as a junior copywriter. His early projects dealt with the Microsoft brand, and he was one of the first in his field to promote the merging of marketing and Internet Technology. His expertise and forward-thinking approaches have continued to inspire his contemporaries, and he has conveyed this through his "The Wiki Man" column in The Spectator and through his blog with Campaign Brand Republic. He has worked with Amex, BT, Compaq, Microsoft, IBM, BUPA, easyJet, Unilever, winning a few awards along the way. He was appointed as Creative Director of OgilvyOne in 1997 and ECD in 1998. In 2005 he was appointed as Vice Chairman of the Ogilvy Group in the UK. By an amazing stroke of luck (his brother is an academic), Rory first used the Internet in 1987. Thus he had an advantage in 1994 of knowing what it was and what it could do a few years before many colleagues. Most people would have combined this knowledge of marketing and technology to make a fortune; not Rory. Instead, he became the first Briton to have his credit card details stolen online, losing £22.45. In his spare time, Rory collects self-aggrandizing job titles. He was president of the Direct Jury at Cannes in 2007 and was elected president of the Institute of Practitioners in Advertising in 2009 for two years. He is also the technology correspondent for The Spectator, the world's oldest English-language magazine.
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