About MAD//Masters

There's a hell of a lot going on in marketing today. The pandemic has supercharged disruptive marketing trends, shifted the balance of power + created a new hierarchy of players, people + platforms. But look past the scary stuff + there's huge opportunity for savvy brands + marketers.

MAD//Fest + legendary adman Rory Sutherland have joined forces to help marketers adapt, make sense of accelerated disruption + use the tried-and-tested recipe of using creativity, innovation + behavioural science into competitive advantage.

MAD//Masters by Rory Sutherland is a 12 week CPD-accredited personal development programme. It’s created, hosted + assessed by Rory - one of the most influential + charismatic leaders in the global ad industry.

Of course you can expect plenty of Rory’s lateral thinking, creative genius + unique brand of observational humour. You’ll also get access to live seminars with Rory + guest interviews with leaders + disruptors. You’ll also get feedback on your work from Rory if you take the optional assessment task at the end of the course.

But this isn’t just any old online course. Participants will join a digital + physical network with live tutorials + meet-ups at MAD//Fest London, making MAD//Masters a vibrant year-round community for current + future industry leaders.

How does it work?

1. Get booked in Choose when you’d like to do the 12 week course. The next course kicks off in mid November, with a further intake in spring 2023.

2. Get online Each week we’ll broadcast a module of the course + every fortnight you can put your questions to Rory in a live seminar. Can’t make a session? No problem, you can take in all of the content on-demand wherever you are in the world.

3. Get inspired MAD//Masters is packed with content, high level discussion + real world insights to help you think creatively about your marketing challenges, priorities + career.

4. Get assessed As you approach the end of the course, we’ll give you a juicy challenge to get stuck into. You’ll get support + personal feedback from Rory. Your work will be marked + you’ll get CPD points for completing the course.

5. Get connected When you sign up for the MAD//Masters, you join a global marketing community. You’ll get-to-know the most forward-thinking marketers, current + future leaders, + exciting disruptors. Better still, sign up for the course + you’ll also get to meet Rory + your fellow students over lunch at MAD//Fest London!

6. Get clued up You’ll graduate with the confidence, clarity + connections to own your marketing strategy + achieve your career ambitions. Sorted!

Who is the course for?

Industry leaders, rising stars + intellectually curious marketers, commercial leaders + founders with an appetite for challenging conventional thinking, bold innovation + understanding what drives human behaviour. The course is aimed at B2C, B2B, agency +not-for-profit professionals who want to keep their brands + career on-track in the face of fast-paced change.

The content, feedback sessions + tutorials are designed to help marketers of all levels adapt, survive + thrive as traditional marketing models are disrupted by emerging technology, innovation + behavioral shifts. You don't need any formal qualifications - just bring an open mind + an enthusiastic attitude!

Meet Rory

Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency.

Rory works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour – these are the often 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 + earned” media: we also look for “invented media” + “discovered media”: seeking out those unexpected (+ inexpensive) contextual tweaks that transform the way that people think + act.

It is a hugely valuable activity – but, alas, not particularly lucrative. This is because clients generally do not have budgets for solving problems they did not know they had.

Before founding Ogilvy Change, Rory was a copywriter + creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, + has spoken at TED Global. He writes regular columns for the Spectator, Market Leader + Impact, + also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon (at prices between £1.96 + £2,345.54, depending on whether the algorithm is having a bad day), + the best-selling Alchemy: The surprising Power of Ideas which don’t make Sense, published in the UK + US in May 2019.

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