Creative effectiveness platform DAIVID has enlisted the services of Ogilvy UK Vice Chairman Rory Sutherland as Strategic Advisor.
Sutherland will take an active role on the company’s advisory board, joining Rob Sherlock, a former Chief Creative Officer at FCB and ex-CEO and Global Chairman of ADK, and Carolyn Taylor, former CEO at Walking the Talk.
“I am both terrified and excited by the prospect of AI – in that bitter experience tells me that technology which could be used to inform and enhance creative work is often eagerly deployed by penny-pinchers to make it cheaper, faster and ultimately worse,” said Sutherland. “As a counter to this, I believe DAIVID’s approach to emotional measurement – not just of blockbuster commercials but of every brand contact – comes as a gift to creative people fighting against the trend for using technology to quantify and optimise the wrong things.”
A former President of the IPA and Chair of the Judges for the Direct Jury at Cannes Lions, Sutherland has been a part of the ad industry for more than 35 years. In 2012, he co-founded Ogilvy’s behavioural science practice, which develops marketing techniques based on the fields of psychology and economics.
Before that, he was a Copywriter and Creative Director at Ogilvy for more than two decades, having joined as a Graduate Trainee in 1988.
“I am so excited to have someone of Rory’s incredible experience and standing within the industry join us at DAIVID. Rory and DAIVID are a perfect fit; we are totally aligned on the core driver of advertising success: the evocation of intense emotions. Rory’s knowledge, experience and passion will be crucial as we grow the company to become an essential part of the marketing toolkit,” said Ian Forrester, CEO and Founder of DAIVID.
