unlocking profitable growth through creative
There is a link between changes in creative style and falling advertising effectiveness. Referencing the brain and how it attends to the world, in this fascinating presentation Orlando Wood – author of the new IPA book LEMON – reveals how an attentional shift in the 21st Century has led to flatter, more abstract work: an advertising style that is diametrically opposed to effectiveness. But he also offers guidance on the type of advertising that moves and entertains audiences, creative that will drive profitable growth.
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.