Rory is the Vice Chairman of Ogilvy in the UK, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency.He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour - these are the very small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call centre by adding just a few sentences to the script.Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act.Before founding Ogilvy’s behavioral science practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. We were all going through a similar situation. So for what happened to me, those seven weeks on a trainer was exactly what I needed coming back from the injury I had. We had little goals and targets along the way.

Rory Sutherland. It’s my thinking time. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. In Spain we had seven weeks in a general quarantine, so I was seven weeks on the trainer. I have been improving, and I could not fail because I was going in only one direction. The kids said we’re not in a rush anymore. My wife and I figured out that this is the longest time we’ve been together without my travel in the past 20 years. And then in the afternoon we would spend time together as a family. It’s almost too much time now, because I am nearly ready to go, and we still have to wait until August.I haven’t raced since Paris-Tours (in October), so it’s been a while. There are so many questions, who can come, who’s in Europe?

He is a trustee of the Benjamin Franklin House in London and of Rochester Cathedral. It’s an incredibly difficult puzzle to put together. Rory Sutherland is Vice Chairman at Ogilvy Group. Luckily, my wife has a double master’s degree in education, so that’s been a great help. I’m in a Zoom meeting next week with the sport directors, trainers, and doctors to talk about the medical side, what is it going to look like for us, and how are we going to approach things. Also, the medical staff in the team, friends in the medical world, everyone has come out to help as much as they could.The latest in cycling news, analysis, tech, and gear, curated for your inbox© 2020 Pocket Outdoor Media Inc. All Rights Reserved.An all-access membership to VeloNews for less than $2/week.

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