Top Advertising Exec on the Tricks and Psychology of Good Marketing | Rory Sutherland

The Mikhaila Peterson Podcast

Mikhaila Peterson

Society & Culture

4.6 • 2.1K Ratings

🗓️ 24 October 2023

⏱️ 91 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode, I spoke with Rory Sutherland, Vice Chairman of Ogilvy, the massively successful advertising company behind brands like American Express, Sears, Ford, IBM and more. We spoke about what makes people spend money on luxury goods, the personality traits that make a great marketer, whether people can learn marketing, how many projects people can work on at once, the concept of costly signaling and much more.

Rory is the Vice Chairman of Ogilvy UK, and has co-founded a behavioral science practice within the agency. He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behavior - these are the often small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call center by adding just a few sentences to the script. He is the host on the podcast OnBrand with ALF and he has joined forces with MAD//Masters to lead a 12 week CPD accredited personal development program to help marketers adapt, make sense of accelerated disruption and use the tried and tested recipe of using creativity, innovation and behavioral science to their competitive advantage.

Rory’s Business Book ‘Alchemy’ can be found and purchased here - https://a.co/d/dvErPtW

His 12 week CPD-accredited personal development programme can be found here - https://www.madfestlondon.com/masters/about

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Transcript

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0:00.0	How do luxury companies get to the point that those products are so valuable?
0:05.6	It intrigues me actually because there are two kind of mindsets in the world,
0:11.6	which is if anything's very good it should be made abundant and everybody should have.
0:16.0	The French tend to have a mindset that anything that's any good has to be unbelievably scarce.
0:21.0	There will always be some very rich people who wish to practice costly singling.
0:25.6	What are your thoughts on the ethics of marketing?
0:28.8	There's a kind of game which apparently happens in luxury goods stores where you get extremely attractive women to actually be slightly rude to the customers
0:36.7	and then the older slightly less attractive women are so keen to make their point that they buy something really expensive.
0:44.0	That's funny.
0:45.0	It is just really, really interesting when you understand the extent to which of course human behavior is
0:49.8	mediated by the imagined opinions of others.
0:55.0	Rory Sutherland, welcome to my podcast.
0:59.0	That's pleasure.
1:00.0	Thank you very much for inviting me on.
1:02.0	Thank you very much for taking the time to come on.
1:05.0	I have so many questions about marketing for you and psychology I think this could be a very interesting conversation, hopefully.
1:11.0	I hope so, yes, I think it's some to be honest I think the fundamental observation
1:18.8	that goes through all my books my writing is fundamentally quite banal of what is interesting to me is that it comes as so much as a surprise that most people reading it.
1:30.0	The idea that actually, you know, at some fundamental level, perception is reality in that we behave in response to what we perceive rather than what is factually or objectively accurate.
1:44.2	And therefore, you know, there are certain aspects
1:47.1	of problem solving in human behavior
1:49.2	where some marketing-led approach is inescapable.
	...

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