‘I woke up and found myself famous’: Rory Sutherland on his TikTok success

Advertising executive, 58, shares old-school tricks of the marketing trade, enjoyed by millions of viewers

Rory Sutherland is reaching for an analogy to describe his newfound status as one of the UK's most viral TikTokers. It's a bit like Lord Byron, I woke up and found myself famous."

That he conjures up the name of a 19th-century romantic poet tells you a lot: Sutherland is not your average social media influencer.