HUNGRY. Rory Sutherland: Billion Dollar Marketing Secrets Revealed
Mar 31, 2025
Join Rory Sutherland, vice chairman of Ogilvy Group and behavioral economics expert, as he dives into the wild world of marketing. He shares insights on the importance of long copy, the 'Peak End Rule' in restaurants, and the surprising psychological impact of toilets on customer experience. Learn why Jesus is considered the first behavioral economist and explore the nuances of street food versus fine dining. With a blend of humor and sharp observations, Sutherland reveals how psychological principles shape our perceptions and consumer behavior.
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Ogilvy on Billboards
- David Ogilvy believed billboards broke the implicit contract between advertisers and consumers.
- Consumers receive no benefit and only experience an uglier environment.
Long-Form Copy
- Use long-form copy in ads where dwell time is high, like on the tube.
- This turns a short exposure into a longer engagement, especially for the most valuable audience subset.
Restaurant Psychology
- Limiting booking windows increases anticipation and reduces the risk of unmet expectations.
- Bringing the card machine with the bill improves the customer experience by reducing wait times.
