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March 9, 2011 / davebirss

An interview with Rory Sutherland

I’ve been doing quite a number of interviews recently – so I thought I’d write some posts to give you a taste of what’s coming up in the forthcoming podcasts. Last week I interviewed Kevin Duncan (the author of many, many business books) and the advertising legend Billy Mawhinney. But I’ll start with yesterday’s victim – Rory Sutherland.

I’ve known Rory for nearly 15 years. He was my first Creative Director when I moved to London and was most recently a colleague at Ogilvy. He’s currently the outgoing president of the IPA, a celebrated TED speaker and a bloody lovely bloke.

I popped into the Ogilvy offices yesterday morning to capture his thoughts on the future of the advertising industry. And, if you’ve ever heard him talk, you’ll understand there were plenty of them. In fact, he had so much to say that I’ll probably be splitting it over two podcasts!

Here are a few of the things he covers:

  • The tricky transition from creative to creative director
  • Why it’s a bad idea for many brands to simply shift their advertising spend from TV to digital
  • Why Apple bother to spend any money on advertising at all
  • The nonsense of colour-coordinating your clothes
  • Why the amount of thinking we put into a marketing job shouldn’t necessarily correlate to the media spend.
  • Why the advertising industry should be 3 times as big and 10 times as influential
  • Why advertising has massively damaged its fortunes by limiting itself to brand work
  • The similarities between advertising and shoe repairs
  • Why lawyers and accountants are more respected than marketers
  • The difference between real experience and remembered experience
  • What he’s going to be doing after he steps down from the IPA
  • And, of course, there’s plenty of stuff about Behavioural Economics

I’ll hopefully have the podcast up towards the end of next week. And if you haven’t heard the first episode yet – featuring an interview with Dave Trott – you can download it here.

The podcasts will hopefully be in the iTunes store very soon. But for now, you’ll just need to keep returning to the blog to see if there’s a new one.

And, if you’ve got an hour and a half to spare, you could do worse than watch this film of Rory speaking at the Oxford Union.

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