Ogilvy UK Vice Chairman Rory Sutherland Joins Global Creative Effectiveness Platform DAIVID as Strategic Advisor
by on 17th Apr 2024 in News
Ogilvy UK Vice Chairman Rory Sutherland has joined global creative effectiveness platform DAIVID as a strategic advisor.
A leading figure within the ad industry for more than 35 years, Sutherland will take an active role in DAIVID’s advisory board, where his proven track record in innovation will be crucial in helping the UK-based company grow around the world.
In today's content-saturated, always-on world, DAIVID’s suite of solutions helps marketers cut through the noise, enabling them to evaluate and improve the effectiveness of their creative at scale. The platform empowers brands, agencies, and influencers to ditch the guesswork and measure the effectiveness of their content quickly and accurately across a range of different platforms, formats, and channels.
Powered by insights generated using the company’s suite of advanced technologies – which includes facial coding, computer vision, and machine learning – the company has also created a sophisticated AI-powered algorithm that predicts how people will feel about an ad, without the need for audience panels. Clients include EssenceMediacom, Omnicom, and Snapchat.
Sutherland said: "I am both terrified and excited by the prospect of AI – in that bitter experience tells me that technology which could be used to inform and enhance creative work is often eagerly deployed by penny-pinchers to make it cheaper, faster, and ultimately worse. As a counter to this, I believe DAIVID's approach to emotional measurement – not just of blockbuster commercials but of every brand contact – comes as a gift to creative people fighting against the trend for using technology to quantify and optimise the wrong things."
Sutherland, a former president of the IPA (Institute of Practitioners in Advertising) and Chair of the Judges for the Direct Jury at Cannes Lions, brings with him a wealth of knowledge and expertise to the role. In 2012, he co-founded Ogilvy’s behavioural science practice, which develops marketing techniques based on the fields of psychology and economics rather than shaping customer desires through conventional advertising.
He has authored several books, including “Alchemy: The Power of Ideas That Don't Make Sense”, and writes regular columns for The Spectator, Management Today, and also occasional pieces for Wired. His TED talks have generated over 6.5 million views. He also hosts the podcast OnBrand with ALF, and he has joined forces with MAD//Masters to lead a 12-week CPD-accredited personal development programme for marketers.
Before founding the behavioural science practice, Rory was a copywriter and creative director at Ogilvy for over two decades, having joined as a graduate trainee in 1988. The IDM (Institute of Direct and Digital Marketing) also awarded Sutherland an Honorary Life Fellowship in 2012.
Ian Forrester, CEO and founder of DAIVID, said: “I am so excited to have someone of Rory’s incredible experience and standing within the industry join us at DAIVID. Rory and DAIVID are a perfect fit; we are totally aligned on the core driver of advertising success: the evocation of intense emotions. Rory’s knowledge, experience and passion will be crucial as we grow the company to become an essential part of the marketing toolkit.
“With brands creating more content than ever before, it’s no surprise that some marketers are feeling lost in the ad avalanche. Our ground-breaking solutions help advertisers cut through the noise, allowing them to ditch the guesswork and measure and optimise their creative at scale, across any platform.”
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