Ogilvy UK’s vice-chairman Rory Sutherland has joined global creative effectiveness platform Daivid as a strategic advisor, to help grow the firm’s international profile.
One of the British ad industry’s biggest names of the past 30 years, Sutherland will now sit on the platform’s advisory board, helping Daivid roll out its effectiveness solutions at scale.
Powered by a suite of advanced insight tools, Daivid uses AI technology to help predicts how people will feel about an ad, without brands resorting to audience panels.
“I am both terrified and excited by the prospect of AI – in that bitter experience tells me that technology which could be used to inform and enhance creative work is often eagerly deployed by penny-pinchers to make it cheaper, faster and ultimately worse,” Sutherland said.
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“As a counter to this, I believe Daivid’s approach to emotional measurement – not just of blockbuster commercials but of every brand contact – comes as a gift to creative people fighting against the trend for using technology to quantify and optimise the wrong things.”
In his new role, Sutherland will join former chief creative officer at FCB and ex CEO and global chairman of ADK, Rob Sherlock and former CEO of culture consulting firm Walking the Talk, Carolyn Taylor on Daivid’s advisory board.
Daivid founder and CEO, Ian Forrester added: “I am so excited to have someone of Rory’s incredible experience and standing within the industry join us at Daivid. Rory and Daivid are a perfect fit; we are totally aligned on the core driver of advertising success: the evocation of intense emotions. Rory’s knowledge, experience and passion will be crucial as we grow the company to become an essential part of the marketing toolkit.
“With brands creating more content than ever before, it’s no surprise that some marketers are feeling lost in the ad avalanche. Our ground-breaking solutions help advertisers cut through the noise, allowing them to ditch the guesswork and measure and optimise their creative at scale, across any platform.”
