Rory Sutherland is the Vice Chairman of Ogilvy UK, one of the oldest and most prolific advertising and marketing companies in the world.  Rory’s approach to creating original and impactful campaigns puts human behaviour and psychology ahead of data.  He believes that data that’s based on the past should be used with caution when making decisions that are designed to attract, acquire or keep customers.  In this episode, Rory speaks to Alex and Joe about his latest book 'Transport for Humans', his psychology-first, data-second approach and how he applies this to build impactful marketing campaigns. If you’re needing a creative boost or you need to reframe your approach to an upcoming campaign - this is the episode for you. Follow Rory @rorysutherland on Twitter and keep up with Campfire @campfireagency_