A lifetime spent working on the creative side of advertising agency Ogilvy has provided Rory with the perfect environment for developing a fascination with the vagaries of human decision making – indeed, he sees the world of Advertising and Marketing as a sort of Galapagos Island for behavioural science. It’s this same passion that inspired him to found Ogilvy’s Behavioural Science Practice, a team of psychology graduates who look for unseen opportunities in consumer behaviour, and to write his Book Alchemy: the Surprising Power of Ideas that don’t quite make sense (2019). He has variously been President of the IPA, Chair of the Judges for the Direct Marketing Jury at Cannes, and has spoken at TED Global. Rory has also co-written Transport for Humans (with Pete Dyson) and is the technology correspondent of the Spectator Magazine. His 12-week CPD accredited Madmasters course helps marketers make sense of accelerated disruption and use a tried and tested mix of creativity, innovation, and behavioural science to their competitive advantage. He is the proud driver of a Lotus Eletre.