the COVID-19 crisis calls for right brain thinking


We’re pleased to announce our next webinar, featuring Orlando Wood, Chief Innovation Officer of System1 Group and author of the book Lemon.

On April 30th, Orlando will outline what advertising is resonating most during this crisis – research that draws on hundreds of commercials tested for emotional response – and why right-brain creative is so critical at this time.

If you haven’t seen it already, check out Orlando’s fascinating talk on the differences between left- and right-brain thinking and the implications for advertising creative, presented at our Media, Marketing & Effectiveness event in November.

register now

Supported by:

Chief Innovation Officer, System1 Group

Orlando Wood is Chief Innovation Officer of the System1 Group and member of the IPA’s Advisory Board. Co-author of System1, Unlocking Profitable Growth, his research on advertising draws on psychology and how the brain works. His work has influenced thinking and practice in the research, marketing and advertising, winning him awards from the AMA, ARF, MRS, ISBA, Jay Chiat and ESOMAR. Orlando led the IPA’s Creativity and Effectiveness research for Effectiveness Week in 2018 and 2019, and is the author of a new IPA publication on changes in advertising styles, Lemon.

Check out Orlando’s latest article: “What Should Ads Look Like in the Time of Recession?”