The Big Interview: Rory Sutherland

Rory Sutherland is one of the most influential men in modern day advertising.

As president of the Institute of Practioners in Advertising (IPA), Rory Sutherland is now also the ad industry’s most important ambassador. The vice-chairman of Sir Martin Sorrell’s ad agency network Ogilvy Group UK and executive creative director of its direct marketing company, OgilvyOne London, Sutherland succeeded the M&C Saatchi chief executive, Moray MacLennan, at the head of the IPA in April.

I saw Rory speak at the Mobile Advertising UK event in June, and he is a truly passionate individual, who is becoming a solid supporter of mobile as a marketing channel. And here he is answering questions on mobile advertising for Mobsessed.

• When you hear the words ‘mobile marketing’, what is the first image that pops into your head?

The first image…a smartphone, significantly. Not an ordinary phone.

• There is a vast amount of hype surrounding mobile, but what are the obstacles between now and it becoming a mainstream marketing channel?

There is far too much obsession with creating “advertising” nowadays – there is not enough thought being given to improving customer experience.

• Whats been the best mobile marketing campaign of 2009?

Our own (Ogilvy) work for Fanta is one of them, he says self-interestedly; others would include the Ocado iPhone app and BT’s use of Twitter for customer care. But, gratifyingly, there are many great examples of intelligent use of mobile: far more than a few years ago.

• The Future of Mobile is without a doubt a promising one, but what kind of technology do you hope to see on your handset in the future?

The widgetisation of the mobile internet will continue – and the mobile web will continue to diminish. The ability to hail and pay for taxis using a GPS-enabled mobile is high up on my personal wishlist.

• There is still some reluctance from agencies and brands to employ mobile. You have been placed in charge of convincing them to take the leap. What do you say?

I would just tell them that channel preference often trumps brand preference. If your competitor offers mobile engagement and you don’t – are you prepared to risk losing that 10-30% of your customers who prefer to transact on mobile? Think about it.

• Why would you consider yourself mobsessed?

I am obsessed with what Stanford’s BJ Fogg calls “Persuasive Technology” – the extent to which new interfaces completely transform what people will do and what they will pay for. I agree with BJ Fogg that the mobile is the most important Persuasive Technology ever invented (below video courtesy of WPPStream sees Rory talk in more detail about Persuasive Technology).

Thanks again to Rory for taking the time to talk to Mobsessed.

Why not go follow Rory on Twitter?