Rory Sutherland

Joe Whyte of Mediacontact.ie caught up with Rory Sutherland, vice-chairman of Ogilvy One at Thinking Digital 2010 in Newcastle last week.

Rory shares his thoughts on the future of advertising, mobile and who will win the battle between Google and Apple. (I apologise for the shaky camera, 3rd interview in a row and no tripod). Enjoy!

As far as his talk at the conference it was similar to his famous "Life lessons from an ad man" TED talk. (Where it gets really exciting around 11:20 until 15:30, although watch the whole thing and I defy you not to laugh at least once.)

One comment - not in the TED version - that resonated for me was that "the interface has greater influence on the action than the consequences of making the decision". An example given, you'd get a better response from customers by making a credit card sign-up form more usable than by dropping the card's APR. Essentially the quality of the 'interface' can be more important than the quality of the 'product'. As a pure argument this makes sense - Apple rules the consumer device market, not because their devices are 'better' in any technical sense, but because they make the experience of using them a delight.

I was also lucky enough to have a brief chat with Rory and got his thoughts on the future of advertising, mobile and who will win the battle between Google and Apple. (I apologise for the shaky camera, 3rd interview in a row and no tripod). Enjoy!

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• Rory Sutherland
• Ogilvy
• Mediacontact.ie
• Joe Whyte

[kirkusobscura]

If you liked this one you'll need to check out Mr. Sutherland's other TEDtalk videos on YouTube or directly at TED. He has a marvelous take on sales and marketing that is a lesson we can all learn from. Thank you Mr. Sutherland for your concise, articulate and enlighting take on the world around us.