the COVID-19 crisis calls for right brain thinking
In this fascinating talk, Orlando Wood outlines the differences between left- and right-brain thinking and how that impacts advertising effectiveness, and he provides 3 key lessons gleaned from the most recent research out of System1:
- There has been no reduction in advertising’s ability to connect with people during this crisis
- You don’t need to address the crisis to make an impact: On aggregate, ads from January and February 2020 are connecting just as strongly today as they did pre-crisis
- Creative based on “right-brain” thinking are performing even better now than they were before: Ads that show connection – to other people, to places, to the past – are resonating much better than ads that focus on things over people, are aggressive or competitive in nature, or indulge in vanity.
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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?”