Engaging with consumers is paramount for successful marketing, Rory Sutherland, Vice Chairman Ogilvy explains how to get it right through consumer insight.

“We provide consumer insight.  That’s what makes us unique.  Now, the reason I’m saying this is what we do is we turn – we use ideas to turn consumer insight into value – business value for our clients.  Or, if our clients are governments or charities, the consumer insight may provide social value.  We may be solving a social, rather than a commercial problem, equally valuable.”