Rory的文章
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The new equation: B2B minus F2F.
The new equation: B2B minus F2F.
Imagine for a second, you're in the midst of a military operation, and most of your communication lines were suddenly…
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Rory Sutherland 分享了此动态Should thinking like a marketer and behavioural science become philosophies adopted by entire businesses? Here’s the problem - corporates have a terrible habit of building silos where they need not exist. Take something as fundamental as customer behaviour. Confining an understanding of customer behaviour to the marketing department is effectively adding a self-imposed limit to value creation. That’s why encouraging non-marketers to think like marketers is a golden opportunity - particularly for businesses that want to drive value creation from psychological insights. Yes, understanding behavioural science will make marketers better at their jobs (it’s probably the most 'customer-centric’ thing they can do). But unshackled from the silos of corporate structures, entire organisations applying the marketers’ naturally curious mindset and need to understand psychological drivers is an opportunity to unlock growth hiding in plain sight. One thing that has pleasantly surprised me about MAD//Masters by Rory Sutherland is the number of non-marketers who have taken the course - CEOs, Commercial Directors and even forward-thinking CFOs (credit where credit is due!) In an efficiency-obsessed world, it gives me great hope to see diverse businesses adopt marketing and behavioural science as a philosophy (or mindset, if you prefer) for growth, value creation and differentiation. Want to change the way your organisation ‘thinks’ about value creation and build resilience in the face of AI-driven disruption? Get in touch with Leonard Kelly to explore our custom-made L&D programmes. Dan Brain Hugo Gomes Florence Ralston
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Rory Sutherland 分享了此动态SYDNEY/MELBOURNE ANNOUNCEMENT: I'm delighted to announce that I'm coming back to Sydney in March and also Melbourne, to host 'An Appetite For Alchemy.' Join me at these exclusive roundtable dinners, as we solve the business challenges you bring to the table, live! Ticket bookings are now open. See you at the table. https://lnkd.in/eVZ4bEbU #Behaviouralscience #crackingproblems #marketing Phil Rankine Anna Cairns
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Rory Sutherland 分享了此动态Every autumn, a familiar corporate ritual begins, finance departments excitedly flex their red pens, scouring budgets for another 0.3% of "efficiency improvements." Here is my suggestion for this planning and budgeting season - we have officially run out of road on cost-cutting. The problem is that if everyone uses the exact same algorithms to chase the exact same metrics, you end up with the exact same output. Total mediocrity. Stagnant growth. Staring at the bottom of the barrel. More positively, I think the intersection of psychology and AI will be a fascinating field of play in 2027. To unlock actual growth, AI must remain firmly in the hands of people who understand human psychology, perception, and the real value of marketing. Thankfully I’m lucky to work with such a diverse range of businesses who have done this via MAD//Masters by Rory Sutherland. These forward-thinking businesses have successfully pivoted from cost-cutting to value creation - with the help of a customised L&D programme. Do you want to avoid automating your business to mediocrity? Time to explore how behavioural science and creativity can transform your market position? Looking for a robust source of differentiation whilst your competitors fall into the efficiency trap? Then why not have it your way and let MAD//Masters create an L&D programme that tackles your challenges head on? https://lnkd.in/e8_2RHkS Contact Leonard Kelly to get ahead of the pack! Dan Brain Florence Ralston Hugo Gomes
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Rory Sutherland 转发了此动态Rory Sutherland 转发了此动态An odd thing happens when a business is acquired. The buyer pays for the whole thing. Then manages it in pieces. Finance has its model. Operations has its plan. Marketing has its budget. Procurement has its savings. Each can be rational on its own. And yet the business can become less valuable. The problem isn’t that private equity fails to understand the individual parts of a business. Quite the opposite. It can understand them with extraordinary precision. The problem is that greater analytical resolution does not necessarily produce greater understanding of the whole. That’s the subject of our new Aha Partners paper, The Diligence Gap. With Ian Whittaker’s analyst view, afterword by Rory Sutherland and review by Frank J C.. The asset is bought whole. The operating model manages it in pieces. https://lnkd.in/e2DTTWdm
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Rory Sutherland 分享了此动态It was a huge privilege for me to write the afterword to this astonishingly important piece of writing, which I think echoes a great deal of what Jeremy Bullmore was writing about late in life. His point was that the only way to discover the value of a brand was to sell your company. The point here is, to some extent, the natural corollary of that - which is that once you buy a brand, the natural tendency is to run it into the ground.Rory Sutherland 分享了此动态Private equity buys a business as a whole, then diligences and manages it in pieces. This creates a problem. Finance, operations, marketing, procurement and management can each be analysed precisely, while the coherent picture of what made the business valuable can be lost. Our new paper calls this The Diligence Gap. By Benedict Johnson, with the analyst’s view from Ian Whittaker, an afterword from Rory Sutherland, and review by Frank J C.. https://lnkd.in/ejn9w-yg
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Rory Sutherland 分享了此动态Nudgestock lands this Thursday, and we have a minuscule number of tickets still remaining.Rory Sutherland 分享了此动态ONE WEEK TO GO until Nudgestock lands ✈️ In the meantime, we’ve got a question. How do you gain trust from people at 40,000 ft?! Rory Sutherland takes to the simulated skies with one of this year's speakers Mark Farquhar, Chief Training Captain at easyJet, to talk gaining and maintaining trust when the stakes are (literally and figuratively) at their highest. Can our behavioural science legend land this plane? Grab your ticket here to find out: https://okt.to/GdwMPS 17th September. Woolwich Works. Trust we’ll see you there! Ogilvy UK | Ogilvy Consulting | WPP
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Rory Sutherland 分享了此动态Will Dyson’s £419 toothbrush be a hit? Honestly, I’m not sure (although I note it is currently sold out on Dyson’s website). When the news broke last week, I found myself in the studio with Richard Shotton and dentistry business expert Adrian Dray. This was an irresistible opportunity to talk about how psychology could decide the fate of this eye-catching launch. https://lnkd.in/ek6bvfxc Dyson’s high price anchoring is a good move (potentially paving the way for a more modestly priced version). I think a subscription model with a lower/no upfront cost and recurring revenue for high margin Dyson-branded consumables could work in the future (similar to coffee pods, leveraging the present bias, where we tend to fixate on what we have to pay today, not what's payable in the future). Reframing the unit price could work in Dyson’s favour. £419 is hard for most people to swallow in one go, especially for a toothbrush. But splitting the cost over three payments through providers such as PayPal and Klarna makes the upfront cost significantly less painful. On the flip side, mental price comparison and “extremeness aversion” (the human tendency to choose the middle option) could actually benefit Dyson’s competitors (£50 for a Phillips Sonicare feels very reasonable when positioned alongside a £419 option). One thing we all agreed on is that most people don’t buy things using a completely rational cost-benefit analysis. Psychological biases enable us to unconsciously replace difficult questions with simpler ones. Ignore these at your loss. What do you think? If you want to gain an edge from looking at the world through a psychological lens, don’t forget to secure your place for this December’s MAD//Masters by Rory Sutherland By Rory Sutherland course. Leonard Kelly can tell you everything you need to know to get started. Dan Brain Hugo Gomes Florence Ralston
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Rory Sutherland 分享了此动态"Consolidation at the top compresses opportunity at every other level of the ecosystem." As Martin Sorrell used to say, "A lot of value is destroyed in the pursuit of organisational neatness."Rory Sutherland 分享了此动态The Omnicom-IPG merger closed in November 2025. Nine months later the picture is becoming clear — and it's more complicated than the press release suggested. The combined entity now exceeds $25 billion in revenue — the largest agency holding company in history. Cost savings targets doubled from $750 million to $1.5 billion. And more than 20 agency brands have already been merged or sunsetted as part of the integration. I've spent 25 years selling into holding companies. Here's what this actually means from the sell side: → 4,000 jobs cut. 20+ agency brands eliminated. The human cost of this merger is real. Omnicom framed the deal as a "data-led AI transformation" — using AI for targeting, measurement, and creative testing. What that means in practice: fewer humans doing more work with more technology. The efficiency gains accrue to shareholders. The disruption lands on people. → Scale doesn't automatically mean better service. Omnicom's media buying power expands 50-60% with IPG. But bigger buying power means independent publishers, multicultural media companies, and community-driven platforms have less leverage in every negotiation. Consolidation at the top compresses opportunity at every other level of the ecosystem. → The margin pressure is real and clients will feel it. Operating margin declined from 12.3% to 10.4% in the first full quarter post-merger. When holding companies are under margin pressure, the first thing rationalized is the non-essential spend. Multicultural media and independent publishers are almost always categorized as non-essential. → The AI framing is doing a lot of work. Every holding company deal in 2026 is being sold as an AI transformation play. The pitch is the same: scale plus data plus AI equals competitive advantage. What none of them are saying clearly: competitive advantage for whom? The holding company or the client? Here's my read after 25 years on the sell side: Scale alone won't buy culture. Creativity, risk, community, and voice will. The new Omnicom is the most powerful media buying entity in history. Whether it uses that power to serve clients — or extract from them — is the question the industry should be asking right now. Is your agency relationship built on partnership — or just on the size of the check? #OmnicomIPG #MediaSales #AdSales #HoldingCompanies #MulticulturalMedia #MediaStrategy #AdTech
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4 天前
You can purchase tickets here - www.anappetiteforalchemy.com
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2 周
Paul Feldwick the cigarette brand Peter Stuyvesant was named in a bet between the marketing guy at BAT and an advertising guy. The former argued that you could pick any name at random and turn it into a brand. To illustrate his point, he opened the in-flight magazine on a random page on the plane on which they were both travelling, where there happened to be an article about Peter Stuyvesant, "the man who founded New York."
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2 周
Andrew Tindall personally, I'd use an UberLuxe heat map if one were available
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Rory Sutherland 赞了此动态Rory Sutherland 赞了此动态Reading to be a better marketer I always share my reading list in January but I've been lost in books recently so I'm resharing my updated marketing reading list. A decade ago, you'd have to do an MBA to get near the level of knowledge these books share. Now, we can become killer marketers for a couple quid. I've bothered to link them all on Amazon this time! NEW ENTRY: Robert Heath - Seducing the Subconscious - How ads really influence https://amzn.to/4xC2xDd NEW ENTRY: James Hurman - Future Demand - Ads don't create sales. https://amzn.to/4dQbbXG Les Binet & sarah carter - How Not To Plan - Planning gold https://amzn.to/4ybUSg0 AG Lafley - Playing To Win - After reading this, most strategies look like guff https://amzn.to/3V9fnvk Byron Sharp - How Brands Grow - Obviously https://amzn.to/3V9fnvk Phil Barden - A proper grounding in a lot of marketing thinking https://amzn.to/4iEUNwF The Copy Book and The Mirror Markers - Humbling reads which made me appreciate advertising more. This is 'additional reading' that will make you respect creatives. Daniel Kahneman - Thinking, Fast and Slow - Nobel-winning thinking that underscores everything System1 does https://amzn.to/4joQaa6 Adam Morgan - Eating The Big Fish - How challenger brands can win https://amzn.to/4joQaa6 Will Guidara - Unreasonable Hospitality - How to put the customer first https://amzn.to/4iJI7ES Sam Tatam - Evolutionary Ideas - How to win in innovation https://amzn.to/4d1MDuC Rory Sutherland - Alchemy - Think differently https://amzn.to/4iJIgIq Richard Shotton - Three must-reads! The first marketing books I read https://amzn.to/4rxlxSg Les Binet & Peter Field - Long and Short Of It - Core reading. Find on the IPA (Institute of Practitioners in Advertising) Orlando Wood - Lemon and Look out - How creativity and media can work together, also on the IPA's website. Paul Feldwick - Why Does The Pedlar Sing - Ad thinking and planning Why Does The Pedlar Sing https://amzn.to/3TGEKUS Jenni Romaniuk - Both books are a masterclass in brand measurement https://amzn.to/4xKC7Q3 Let me know if I need to get any to complete the collection... I share #advertising and #marketing insights daily, follow for more.
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Rory Sutherland 回应了此动态Rory Sutherland 回应了此动态Ever clocked yourself on the self-checkout screen? That's not an accident - seeing ourselves in a mirror-like camera creates the feeling we're being watched. In turn, this makes us behave in line with social expectations (i.e. scanning all items even when no one is around). Evidence for this effect comes from a 1998 study by Stacey Sentyrz and Brad Bushman from Iowa State University. They gave 320 participants some bagels and a choice between full-fat or lower-fat cream cheese. But half of the participants ate in front of a mirror, half just sat in front of a plain wall. The presence of a mirror did not significantly affect how much lower-fat cream cheese people ate. But for full-fat cheese, those in front of the mirror room consumed 3.8g, whereas those in the no-mirror room ate 5.6g. Essentially, the mirror (and the reminder that others might see our actions) increased the probability people behaved in the way they ought to, rather than the way they wanted to. So if you ever want to increase certain ethical behaviours make sure to use a mirror... *** I'm running a training session on applying behavioural science for better B2B marketing on Tuesday 13th October. For more details, see the link in the comments.
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Rory Sutherland 赞了此动态Rory Sutherland 赞了此动态Some partnerships don’t end. They just find a new shape. I’m incredibly excited about what Anna Cairns and i have been building with The Illuminari. And perhaps even more excited about the people who have been there from the start, cheering us on, helping us to build it…..and some of the people who might just be part of what comes next ;) New chapter. Familiar faces. Different possibilities. Watch this space. Jon Evans Rory Sutherland Orlando Wood
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Rory Sutherland 赞了此动态Rory Sutherland 赞了此动态Yesterday I spent the day hearing about 'Trust' at Nudgestock and I spotted a theme running through the day (aside from trust of course!) Real-life and real people. Michael Muthukrishna kicked things off and mentioned trust being the product of a collective brain. Dr Eliza Filby talked about the declining trust in institutions, particularly with the young, and the renewed trust in real life moments and their ability to provide safety and trust. We heard about how conspiracy theories are driven, in part, by a need to belong. And Suresh Balaji told how Lloyds are rediscovering their local-communities. Community. Real Life. Belonging I posted last week after the Meta ruling that I think we're going to see the next wave of entrepreneurs start local first, global scale businesses built on a no-social strategy. And the conversation yesterday totally reinforces it (and yes, I'm aware of conformation bias for those heckling from the back!) Business grow with trust. Society functions with trust. Real life is a huge part of both. And therefore from our research and work in social contagion, to the points made yesterday it's clear that real-life isn't just a commercial opportunity, it's an opportunity to heal society. Happy Friday y'all 🤙
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Rory Sutherland 赞了此动态Rory Sutherland 赞了此动态Immersed myself in the world of behavioural science at Nudgestock yesterday. What a day! I could listen to Rory Sutherland all day long. I have pages of notes that I’ll spend some time organising and reflecting on as I travel back up to Dundee later this afternoon. When we setup Ashton McGill one of our core pillars was to learn from outside our industry. Every year I try to find an event that will take me out of my comfort zone and where I’ll learn stuff that I can take back and use to make AM better. We’re on a mission to change accounting to make it a better experience for everyone, and it’s days like yesterday that make that possible. #nudgestock #nudge #behaviouralscience
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Ingenuity+
The latest CMO Pulse, by The Ingenuity Group, has been released uncovering powerful insights into brand leaders’ buying intentions for agencies. The report, which survey’s 500 UK-based CMOs and marketing directors from leading brands, reveals two in three are definitely planning to hold a pitch for some or all of their marketing in the next 12 months. Commenting on the findings, Executive Director of Ingenuity+, Richard Robinson🔥 said, “What we’re seeing is a recalibration of agency needs and expectations from senior marketing leaders. CMOs are becoming more selective, seeking partners who will match creative excellence with operational discipline. The opportunity for agencies, whether network or independent, is to demonstrate adaptability and true value through accountability, agility and cultural fit. Those which strike a balance will not just survive this reshaping of partnerships, they’ll come to define it." Read the full article in the comments. #connectingthemarketingworld --------------------------------------------------------------------------------- Ingenuity+ is one part of The Ingenuity Group, the UK's largest connector of brands with agencies, and agencies with brands. Feel free to connect with MAD//FEST MAD//Masters by Rory Sutherland, Future Factory, Reg&Partners, Pearlfinders | The Sales Intelligence Platform, Ingenuity or just connect with us direct.
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