Rory Sutherland, born Roderick Henry Sutherland in 1965, is a British advertising executive and behavioral economics expert. He is currently the Vice Chairman of Ogilvy & Mather Group UK, a position that allows him to explore the application of behavioral science within the agency. Sutherland studied classics at Christ's College, Cambridge, a background he credits with honing his storytelling abilities and providing insights into human behavior.
Sutherland is known for his work in applying psychology and behavioral science to marketing, seeking "unseen opportunities" in consumer behavior. This involves identifying small contextual changes that can significantly influence decisions. He co-founded a behavioral science practice within Ogilvy to further this approach. Beyond his role at Ogilvy, Sutherland is a sought-after keynote speaker and has gained popularity on TikTok, where clips of his talks and interviews are shared. He is also a regular columnist for The Spectator and has written several books, including "Alchemy: The Surprising Power of Ideas That Don't Make Sense" and "Transport for Humans". A recent YouTube session from January 2026 featured Sutherland discussing the irrationality of B2B buyers and its implications for marketing.
