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IDM Annual Lecture 2014: Rory Sutherland Hon F IDM


Think Rory Sutherland and think entertaining, hilarious, charming, compelling, engaging, convincing influential, persuasive, significant, celebrated, outstanding… the list goes on. One thing is absolutely for sure. Attend this year’s IDM Annual Lecture and you’re guaranteed content of unequalled substance and a speaker of legendary brilliance.

Date and time Location Member Non-member Places left Book
27 Nov 2014
Thistle Marble Arch, central London (W1H 7EH) £25 £50 10 +

* All prices exclude VAT

The speaker at this year’s IDM Annual Lecture is exercising his prerogative to keep the detail of his session under wraps until the event itself, so be prepared for anything. Here are some of our favourite quotes and opinions from the inimitable Rory Sutherland Hon F IDM, Vice-Chairman - Ogilvy & Mather UK.

On objectivity
Objectivity as an ideology forgets that a thing’s value is defined, not by an innate quality, but by our emotional relationship to it.

On imagination
In a world where the last thing we need is more stuff, wouldn’t it be better to raise the imaginative potential of what we’ve already got?

On simplicity
Many flashy, expensive fixes are just obscuring better, simpler answers.

On bad customer service
We accept appalling products or services simply because we have become inured to them.

On direct marketing
Clients - especially senior clients - are absolutely fascinated by direct marketing.... measurement, audience definition, segmentation, all that stuff. Just so long as you never, ever call it direct marketing.

On a marketer's job
Your job is not only to be good at what you do, but to be better at it than you were last year.


Guest Speaker

r suthweb gifRory Sutherland Hon F IDM, Vice-Chairman - Ogilvy & Mather UK.

Born in Usk, Monmouthshire in 1965, Rory read Classics at Christ’s College, Cambridge, before joining Ogilvy as a Graduate Trainee in 1988.

After 18 months spent as the world’s worst account handler (as a desperate remedial measure he was once booked onto a time management course, but got the date wrong) Rory became a copywriter in June 1990.

He has worked on Amex, BT, Compaq, Microsoft, IBM, BUPA, easyJet, Unilever, winning a few awards along the way. He was appointed Creative Director of OgilvyOne in 1997 and ECD in 1998. In 2005 he was appointed Vice Chairman on the Ogilvy Group in the UK in recognition of his improved timekeeping.

By an amazing stroke of luck (his brother is an academic) Rory first used the Internet in 1987. Hence he had the advantage in 1994 of knowing what it was and what it might do a few years ahead of many colleagues. Most people would have combined this knowledge of marketing and technology to make a fortune; not Rory. Instead he became the first Briton to have his credit card details stolen online, thereby losing £22.45.

In his spare time, Rory collects self-aggrandising job titles. He was President of the Direct Jury at Cannes in 2007, and was elected President of the Institute of Practitioners in Advertising in 2009 for two years. Rory is also a visiting professor of Warwick University and was awarded an honorary doctorate (D. Litt) by Brunel University in 2012. He is also the Technology Correspondent of the Spectator, the world’s oldest English language magazine.

Rory is married with twin daughters of 12 (Hetty and Millie) and lives in the former home of Napoleon III in Brasted in Kent. Unfortunately in the attic.


18.30Arrival, registration, refreshments
19.00IDM Annual Lecture 2014: Rory Sutherland Hon F IDM
20.00Drinks Networking Reception



feedbackLast year 93.8% of evaluations rated the lecture "excellent" or "very good". Here’s what some of our audience said last year:

"IDM is a class apart from the rest.  A brand that has no peers worth comparing to "IDM you rock" - keep leading us and we will happily follow."

"I always enjoy the Annual Lecture, my mind is full of ideas to take forward "

"The whole event has been brilliant.  The lecture itself was extremely interesting and everyone has been very helpful"


Continuing Professional Development (CPD)

Attending this event contributes two hours under the "Event participation" category towards your annual IDM CPD Award. This event also qualifies towards CIM, IPA and other CPD schemes and we are happy to provide supporting evidence for your records. Contact the membership team on +44 (0)20 8614 0277 or email membership@theidm.comafter attending the event.

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