Top Advertising Exec on the Tricks and Psychology Behind Good Marketing
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. He answered questions like “what makes people spend money on luxury goods? What personality traits make a great marketer? Can anyone learn marketing? How many projects can people work on at once? What is costly signaling? The psychology behind marketing 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.
[2:19] The Personality Traits That Make Someone More Adept at Marketing
[5:22] Can You Be Taught Marketing, or Is It an Innate Skill?
[12:49] The Patterns of Behavior and Mindsets You Can Adopt to Increase ‘Luck’
[20:07] Identifying the Absence of an Expected Data Point
[22:21] Is There an Optimal Number of Projects for Someone With a Mind for Marketing?
[27:18] How Luxury Companies Create Valuable Brands Through Costly Signaling
[44:07] The Ethics of Marketing
[52:13] Mandevillian Intelligence
[1:02:37] Marketing the Individual in the Dating Realm
[1:06:05] The Dark Patterns of Misleading Marketing
[1:16:20] The Scam of the University System
[1:28:25] The Rory Sutherland Scottsdale Tour