Speaker: Rory Sutherland, Vice Chairman, Ogilvy
In this barnstorming opening keynote, Rory Sutherland – vice chairman at Ogilvy Group urges you to stop trying to quantify the value of your marketing, and start taking some risks.
Often unconventional, always inspirational, and never anything other than hugely entertaining, Rory’s keynote will tip your marketing thinking on its head:
To illustrate the point, Rory will highlight how a rational marketer might use a spreadsheet as a drunk might use a lamp post – for support rather than illumination. And that’s just for starters.
In this unmissable opening session you’ll be challenged, you’ll think again, you’ll laugh, and you’ll discover:
- Why B2B decisions are less rational than everyone thinks – and why B2B brands may be more important than we assume
- Why it pays to optimise backwards
- How to expose your marketing to positive asymmetric outcomes
- Why you don’t need a media budget to do great advertising
- Why your most sensible solution often isn’t the best!
