DF #21for21 - #13 - Orlando Wood

Such an inspiring new episode of the #21for21 podcast again 🚀  🌏  with Orlando Wood, award winning Chief Innovation Officer of System1 Group and author of Lemon and Look Out.

Orlando talks with Marco and Carola about about technology, media, brands and the transformation of advertising.

🎤  The Internet has caused us to look inwards and downwards. The algorithms push us to the extremes and hollow out the center ground.
🎤  I am not against technology, I am just pro-human.
🎤  Detachment from each other will make us very vulnerable as a society.
🎤  How, in a left-brain dominated world, do we reconnect with meaning and our very own human nature?
🎤  We need to reconnect with the world and rediscover that sense of place, which for example in advertising has really disappeared over the last 20 years.
🎤  A bit of self-doubt is helpful at times and will help us get to a better place ultimately.
🎤  It is the right-brain that gives the world that bit of meaning, of togetherness.
🎤  We have to look back at times. Only by looking back, to the culture that has gone before, you will be able to find the energy to push things forward.

Listen to the episode below 👇 🎧

Orlando Wood is an advertising effectiveness expert and author of Look out (IPA, 2021), Lemon (IPA, 2019), and co-author of System1, Unlocking Profitable Growth (2017). His research on advertising effectiveness draws on psychology, cultural history and the study of the creative arts. Orlando’s work describes the features of advertising that capture attention, elicit an emotional response and so establish lasting business effects; his work also shows how these very same features have been disappearing from advertising in the digital age. Orlando has influenced thinking and practice in research, marketing and advertising, winning him awards from the ARF, AMA, Jay Chiat, ISBA, MRS and ESOMAR. Orlando is a frequent conference speaker and podcast guest.

Orlando is Chief Innovation Officer of System1 Group, Honorary Fellow of the Institute of Practitioners in Advertising and member of the IPA’s Effectiveness Leadership Group.