Marketing as R&D: Rory Sutherlands persuasive arguments on the unseen value of marketing [Video]

In a compelling lecture at The Drum Labs for the School of Communication Arts, the Ogilvy UK vice chairman challenged the traditional views of marketing with insightful examples and sharp critiques of modern economic assumptions.

Rory Sutherland kicked off his lecture by delving into the evolution of Netflix, a company that epitomizes the transformative power of marketing. Before becoming the streaming giant we know today, Netflix struggled to attract customers as a DVD rental service. In the pre-streaming era, it innovated not through technology initially but through a marketing pivot – introducing a subscription model that allowed unlimited DVD rentals without late fees.