London-based Daivid uses technologies including facial coding, machine learning and computer vision to inform brands’ creative and media strategies. The company’s clients include EssenceMediacom and Omnicom.

Sutherland (pictured) began his career as a graduate trainee at Ogilvy in 1988. In 2012, he co-founded Ogilvy’s behavioural science practice. He is a former president of the IPA (Institute of Practitioners in Advertising) and chair of the judges for the Direct Jury at Cannes Lions.

Sutherland is also the author of several books including Alchemy: The Surprising Power of Ideas That Don't Make Sense and writes regular columns for Impact, The Spectator and Management Today.

Sutherland said: “I am both terrified and excited by the prospect of AI – in that bitter experience tells me that technology which could be used to inform and enhance creative work is often eagerly deployed by penny-pinchers to make it cheaper, faster and ultimately worse. As a counter to this, I believe Daivid’s approach to emotional measurement – not just of blockbuster commercials but of every brand contact – comes as a gift to creative people fighting against the trend for using technology to quantify and optimise the wrong things.”

Sutherland joins Rob Sherlock, a former chief creative officer at FCB and ex-chief executive and global chairman of ADK, and Carolyn Taylor, former chief executive of culture consulting firm Walking the Talk, on Daivid’s advisory board, which meets once a quarter to discuss the company’s growth strategy. 

Ian Forrester, chief executive and founder, Daivid, said: “Rory and Daivid are a perfect fit. We are totally aligned on the core driver of advertising success: the evocation of intense emotions. Rory’s knowledge, experience and passion will be crucial as we grow the company.”