27th February 2024

Where does innovation really come from?

Rory Sutherland on how agencies can get beyond the brief to be more creative and deliver greater value to clients.

Episode 1

Rory Sutherland

Vice Chairman, Ogilvy UK

In this episode, Robin is joined by acclaimed advertising guru Rory Sutherland. Known for his innovative thinking, particularly in applying principles of behavioural economics to advertising and consumer behaviour, he and Robin explore the barriers to innovation in modern agencies.

From accidental innovations like Viagra, to the value of inefficiency, as well as the alignment of briefs to organisational needs, rather than those of the consumer, this far-reaching conversation offers a wealth of inspiration for having a different kind of conversation with your clients.

They also share ideas on commercial innovation – like why agencies don’t adopt models from other industries, and how to avoid being hampered by a default to convention.

Rory also shares a powerful observation about annual reports that you can never unhear.

This is a fascinating perspective on the future of agencies and the cultural shifts required for meaningful progress.

Chapters: 

02.18 Why advertising is like the 1920s fashion industry.

04.20 We only solve the problems we’re asked to solve.

06.08 Innovation happens in reverse.

06.52 Proactive creativity is seen as a cost.

09.54 The danger of AI in creative thinking.

13.38 Most problems aren’t clear until we try to solve them.

18:12 Why Cannes should be about buying ads not awarding them.

21.10 Most of the wealth of creativity is stolen by the advertising bureaucracy.

24.05 Agencies sell like bad estate agents.

26.10 We can’t innovate when we’re paid by the hour.

35.20 How media and creative agencies differ on entrepreneurialism.

38.25 Improving profit through ‘network effects’.

45.52 Reinventing incentives for innovation.

47.36 Why annual reports hamper Marketers.

Previous episodes

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Episode 33

Michael Olaye

EVP, Huge

AI and the pursuit of happiness

Episode 32

Matt McNeany

Ex-Chief Transformation Officer, Omnicom

Knowing the people behind the creds

Episode 31

Lisa Colantuono

President, AAR Partners

Creativity as a process

Episode 30

Eric Zuncic

Global MD & CPO, Forsman & Bodenfors

A human-first future for agencies

Episode 29

Holly Maguire

Global Chief Growth Officer, Design Bridge & Partners

Leading with culture

Episode 28

Michael Lebowitz

Founder & Executive Chairman, SPCSHP

A unique perspective on agencies

Episode 27

Marla Kaplowitz

CEO, 4A's

Challenging the global market

Episode 26

James Townsend

CEO, Stagwell EMEA

Every moment is a chance

Episode 25

Nils Leonard

Co-Founder, Uncommon Creative Studio

Making a promise to the market

Episode 24

Conrad Persons

President, Grey London

Nurturing creative cultures

Episode 23

Toby Southgate

Global CEO, We Are Social

Breaking the burnout cycle

Episode 22

Bianca Best

Global Growth Officer, Performics

How audacious ideas get made

Episode 21

Trevor Guthrie

Co-founder, Giant Spoon

The quest for agency simplification

Episode 20

Ruud Wanck

CEO, Candid

From phoney to fearless: building an agency ‘for the culture’

Episode 19

Omid Farhang

Founder & CEO, Majority

Honest leadership in times of change

Episode 18

Josh Krichefski

CEO, GroupM EMEA

The risks of malicious obedience

Episode 17

Greg Hahn

Co-founder, Mischief

Why creativity relies on diversity

Episode 16

Jo Wallace

Global ECD, Jellyfish

The business case for differentiation

Episode 15

Anthony Freedman

CEO, Common Interest

When change becomes transformation

Episode 14

Neil Perkin

Founder, Only Dead Fish

How to maintain entrepreneurialism at scale

Episode 13

Tim Ringel

CEO, Meet The People

How AI is changing the agency business model

Episode 12

Chris Johnson

CEO, TomorrowToday

The secrets of successful client relationships

Episode 11

Alex Lubar

Global CEO, DDB

The recipe for agency swagger

Episode 10

Natalie Graeme

Founder, Uncommon Creative Studio

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Our regular newsletter helps your agency stand out and grow faster. Packed with new thought pieces and our latest podcast episodes.