November 13, 2014 Released 13 November 2014: Rory Sutherland Hon F IDM, Vice-Chairman of Ogilvy & Mather UK and one of the marketing profession’s most celebrated orators, is to give the IDM Annual Lecture 2014. Well known for his knowledge and eloquence on the subject of behavioural economics, Rory will deliver "The System One Business" in London’s Marble Arch on 27 November. In it, he will go beyond the position that instinctive, emotional reactions (our System One thought process) have more influence over customer buying decisions than deliberate, rational and considered ones (System Two). Rather, Rory’s newest address puts the case for the System One Business, where the power for business decision-making will be less in the hands of the “arithmocrats”, and more with the people who have a greater understanding of human behaviour. IDM Membership Director, Caroline Robertson commented: “I’m delighted Rory has agreed to give the IDM Annual Lecture this year. He is a firm favourite with the IDM audience and never fails to entertain, impress, enthuse and inspire. Anyone who attends will be guaranteed not only a compelling topic but a speaker whose brilliance is legendary.” The agenda includes the main address and audience Q&A, followed by a lively drinks reception and networking, sponsored by MBN Solutions.