Rory is the Vice Chairman of Ogilvy in the UK, an attractively vague job title. He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour – these are the very 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. Before founding Ogilvy’s behavioral science practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988.