Success in advertising...It's all about luck - Rory Sutherland, Vice-chairman, Ogilvy

1. On Alchemy

2. !2
Maps & models
Over time, and with overuse, the failings of
models may become more important than their
strengths.

3. !3
The doorman illusion
An automatic door does not replace a doorman

4. 4

5. 5

6. TWO MODELS OF ADVERTISING.

10. Ed Sheeran

12. The science of
knowing what
economists are
wrong about.

13. lies in taking the human
perspective, not the
spreadsheet perspective.
The value of the Marketing Mindset

15. 15

18. £60 billion,10 years
Or £2,500,000 and six months.

19. !19
Why....
….were rising house prices
always
A "good news" story?

20. Even maths is contextual.
£100
Heads, win 50%
Tails, lose 40%
£100
Heads, win 50%
Tails, lose 40%
£100
Heads, win 50%
Tails, lose 40%
£100
Heads, win 50%
Tails, lose 40%
From the work of Ole Peters & Alex Adamiou, London
Mathematical Laboratory

21. One bet, four people
£150
H
£60
T
£150
H
£60
T
Starting with £100 each, rises to £420

22. Two bets, four people
£225
HH
£90
HT
£90
TH
£36
TT
Starting with £100 each, rises to £441

23. © From the blog of Lars P Syll

24. 1 × 7 ≠ 7 × 1
2x2x2x2x2x2 > 3x1x3x1x1x3

26. !26

27. !27

29. 6 months
and
counting.

30. 30

40. !40
McGurkFilm

41. “There is no sensible distinction
to be made in a restaurant
between the value created by
the man who cooks the food
and the value created by the
man who sweeps the floor.”
Nationalökonomie: Theorie des Handelns und Wirtschaftens – Ludwig von Mises

42. If you have a creative suggestion,
you have to present it to rational
people for approval.
Note, this rule never applies
the other way round.

43. Thank you:
@rorysutherland
@ogilvyconsulting