Speaking at his inaugural lunch on Wednesday, Sutherland proposed that agencies work with the Advertising Association to develop multi-discipline teams to come up with positive alternatives to banning or restricting advertising to tackle social issues.
He said he wanted the IPA to engage in more research and development on how advertising works and added that the advertising body will be more involved in areas such as consumer psychology and behavioural economics.
"In promoting what we do we should never underestimate the value our thinking can bring to wider society," Sutherland said.
He also indicated that one of his first acts would be to create a cross-disciplinary group to discuss how different sectors within the industry can work together better.
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