27th February 2024
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
Leading the next phase of digital
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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