Rory Sutherland, the Master of Madfest, on why behavioural science should get awards

Live from Cannes, third time returning guest Rory Sutherland gives us his views on just how good this year’s Festival of Creativity is, what should be awarded, AI vs AI, what we should be looking for as marketeers in current trends and the value that behavioural science brings to creativity.He also talks about what he is looking forward to on the road to another great festival – Madfest, and why he is doing his Mad Masters course.What we covered in this episode:Why Rory thinks this Cannes Lions Festival is the most wonderful ever.The backbone that Rory thinks System1 and WARC bringThe Campaign for a new Behavioural Science AwardFestival of creativity or advertising?The brilliance of ABInbev brewers for bread campaignRory on re-writing the advertising rulesJon’s 5 most creative momentsWhat excites Rory about behavioural scienceRory’s definition of creativityThe story at the heart of Crocs growthShould there be a Cannes Lion for zero budget campaigns?Fashions in psychologyThe problem with chat GPT is……Outlier vs average impact on creativityThe value Artificial Inquisitiveness and Interestingly wrongPeople’s value in business vs automationSystem1’s learnings on AI creativity and innovationWhy brand partnerships should be awarded.Encouraging people to think more widely about what they should be testing.Does Rory think the world needs Apple Vision?Should Google have persisted with Google Glass?Why all Europeans report to distain automatic cars.Rory’s ideas for the tech world innovationWhen are people happy being happy cut off from fellow men?The most important economic thing about Zoom meetings.How Rory is plotting to get more cash for creative peopleWhy Rory keeps coming back on The Uncensored CMOThe value of “crap creativity” – why the obvious solution could sometimes be betterRory’s Road to Madfest  - what he is looking forward to and why he is doing Mad MastersLinksFollow JonWatch UCMO on YouTube