로리 서덜랜드
Vice chairman of Ogilvy UK, author of Alchemy; behavioral science in marketing
14 records in all
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Inspired by 1980s British television advertising, Sutherland joined Ogilvy & Mather as a graduate trainee planner. He briefly worked in account management before finding his place in copywriting.
LessonEarly career shifts can help you find the specific creative role where you can provide the most value.
Sutherland established a new practice within Ogilvy focused on psychology and economics. The goal was to move beyond conventional advertising to influence customer behavior through scientific insights.
LessonCombining different fields like psychology and business can create a unique competitive advantage in marketing.
Sutherland became an unlikely sensation on TikTok after a fan began uploading clips of his talks and interviews. Eventually, he and Ogilvy took over the account to manage his growing digital presence.
LessonOrganic interest from fans can be a powerful catalyst for building a personal brand on new platforms.
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See membershipMarketing, brand and copywriting
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