About
AboutMAD//MASTERS
Are you the type of person who likes to ask ‘why?’
Do you want to discover a goldmine of untapped behavioural science thinking?
Does homogenous mediocrity, following the herd + playing it safe make you feel blue?
If you answered ‘yes’ to these questions, you’ll love MAD//Masters By Rory Sutherland.
Drawing on Rory’s incredible career in advertising, his work as a best-selling author + his incredible creative, sometimes contrarian brain, MAD//Masters has been created to distil Rory’s knowledge, experience + view of the world into a unique hybrid CPD-approved course.
From understanding how you can use behavioural science to power innovation to taking a creative leap + understanding the strengths + limitations of your data, MAD//Masters By Rory Sutherland is packed full of inspiring content to help you think + solve problems more effectively. In other words, it’s not your textbook conventional course that will teach you to do exactly what everyone else is doing!
Not only is the content of MAD//Masters unique, you’ll also find the learning format a cut above the rest with on-demand lectures, live Q&A drop in sessions, video assessments, practical bonus content, an in-person meet-up at MAD//Fest London + an alumni network for you to tap into any time you’re in need of inspiration!
How doesIt Work?
1. GET BOOKED IN
We’ll have intakes in April, July and November 2024. Whichever intake you join, you will have access to the platform for 12 months!
2. GET ONLINE
At the start of each intake we’ll make all 10 modules + bonus content sessions available for you to view on demand in a Netflix series style format. We will also host a live, virtual drop in session with Rory each month where you can discuss topics with Rory + other participants.
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 video 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. There’s also an alumni network offer so you can pick Rory’s brain long after you complete the course!
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 you boost differentiation, adapt to change, and exploit the relatively untapped world of behavioural science to address your business challenges.
You don't need any formal qualifications - just bring an open mind + an enthusiastic attitude!
Ready to take the next step? Download Rory’s made-for-you video guide
Meet Rory
Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioural 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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