The next revolution will be psychological not technological

The 2013 FFWD Advertising & Marketing Week Shaw Media Opening Lunch keynote was Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London and Vice-Chairman, Ogilvy & Mather UK. Innovation in the future won't be about continually making new iterations of products but about finding new ways to make people value and want. A better understanding of what people value, how they behave and how they choose could generate just as much economic value as the invention of a hovering car or some new form of electronics. Rory is known as a strong proponent of behavioural economics, Author of "The Wiki Man" (2011), and TED speaker. He stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.