the playbook for effective advertising


How do marketers create advertising with wit, charm and vitality in a world that’s turning inward?

In his latest research, Orlando Wood, Chief Innovation Officer at System1 Group, reveals how society’s attention has narrowed in the digital age. Advertisers must now capture the “broad-beam attention” of audiences if they want to create effective, creative and meaningful advertising that builds brands.

If you missed him before, or simply want a refresher, tune in to this updated presentation that has Orlando sharing evidence, guidance and inspiration to help grow brands in a technologically-disrupted world.

In partnership with The Global TV Group and egta.

register now



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.