Rory Sutherland is vice chairman of Ogilvy, where he has spent almost the entirety of his 30 odd years in advertising. He is also a Radio 4 regular and Ted TALK star. The 'Don Draper of the UK’ as some describe him is also one of the world’s most acclaimed behavioural economists, on which he consults for some of the world’s biggest brands. He is also now an author with his book "The surprising power of ideas that don’t make sense’ soon to be released. In this episode of the podcast Sutherland discusses what needs to be done to propel marketing up the value chain, the folly of trying to apply science to marketing, and the battle between effectiveness and efficiency.