Marketing is a messy discipline and marketers should view their profession as a discovery process rather than an exact science, according to Ogilvy Vice-chair Rory Sutherland. 

Sutherland, who next month will kick off another MAD//Masters By Rory Sutherland 12 week course, said: “I like to think of marketing as a discovery process. And when you look at how messy, volatile and fast changing the world is in 2022, I think this approach is more relevant than ever.

“There really is no magic bullet and, IMHO, most 'models' are over-hyped. However, through a process of learning and discovery, we can evolve, innovate and become more effective as marketers,” he added.

Launched earlier this year, Sutherland created MAD//Masters By Rory Sutherland - a predominantly online course featuring live seminars, lectures and a MAD//Fest London lunch and masterclass - to help marketers and commercial leaders leverage creativity, innovation and behavioural science for competitive advantage. All the content is available on-demand and a full breakdown of modules is available here.

Speaking of the latest course, Sutherland said: “It gives me huge excitement that so many talented brand/agency/b2b marketers and entrepreneurs have signed up to join me on a discovery process via MAD//Masters By Rory Sutherland next month. Together we'll be exploring ingenious creative strategies, disruptive innovation and smart applications of behavioural science.

“MAD//Masters condenses what I’ve learned in my advertising career into a 12 week hybrid course for marketers who want to innovate, push boundaries and dare to go against the grain.

“Signing up for MAD//Masters is a shrewd move if you want to discover new wave thinking, ideas and strategies alongside some of the industry's brightest minds,” added Sutherland.

There are just 14 places on the course remaining for the November course - click here to reserve your place for £995 + VAT. You’ll also receive a complimentary MAD//Fest pass (worth £650), where you can attend a MAD//Masters masterclass and meet Rory and fellow students.