Rory Sutherland, Vice Chairman Ogilvy, discusses why marketers can’t ignore the context of advertising in their sales communication and advertising
“I think there’s a developing stage where consumers are starting to actually treat context as a heuristic for good marketing, proof of efforts and commitment, rather than just content. See, I’ll give you a small example in the UK, the fact that Ocado, and it’s a tiny little thing. The fact that Ocado sends me the text message saying in three hours time, your groceries are delivered in lemon van, registration number so and so. Driver’s name is so and so. You have no substitutions or missing items. Is just proof to me that these people know their shit.”
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.