Orlando Wood is Chief Innovation Officer of System1 Group and Honorary Fellow of the Institute of Practitioners in Advertising. He is also a member of the IPA’s Effectiveness Leadership Group. Author of Lemon (IPA, 2019), co-author of System1, Unlocking Profitable Growth (2017), his research on advertising effectiveness draws on psychology and a study of the creative arts.
Orlando’s work has influenced thinking and practice in the research, marketing, and advertising, winning him awards from the ARF (Great Minds Distinction Award), the AMA (4 under 40), Jay Chiat (Gold Award for Research Innovation), ISBA (Ad Effectiveness Award), MRS (Best Paper and Research Effectiveness Awards) and ESOMAR (Best Methodology).
Orlando led the IPA’s Creativity and Effectiveness research for Effectiveness Week in 2018, 2019 and 2020. He has repeatedly worked with Peter Field and the IPA’s DataBank to demonstrate the long and broad effects achieved by emotional advertising, including the performance of fluent devices, a term he coined.
Orlando is a frequent conference speaker and has been published in The Journal of Advertising Research, Admap, and Market Leader.
What we covered in this episode:
Why digital disruption means we need to start ‘looking out’His last book was a Lemon but it did rather wellHow Prof Iain McGilchrist inspired OrlandoWhat history can tell us about what is happening todayHow understanding the brain helps us capture & sustain attentionThe left brain argument for right brain creativityHow our culture lost its vitalityThe separation of writing a book during lockdownOrlando reads his own introduction to the bookIts rude to stare. How the stare has been used throughout historyHow advertising is starting to reflect art from periods of disruption & conflictFake news isn’t new. How the printing press created a publishing revolutionHow the industrial revolution created a loss of communityThe rapid rise of anxiety and the loss of humourThe different modes of attention and why they matterWhy we can’t see the wood for the treesWe watch what interests us and sometimes that’s advertisingHow emotion orientates our attention, encodes in memory & aids decision makingThe role of digital to support brand building ‘broad beam’ advertisingWhy brand building becomes more important for online businessesHow emotion drives more viewing of advertising in digital environmentsThe trap of using digital style ‘narrow beam’ advertising on TVWhat features in advertising holds attention and drives business effectsThe swordfish strangler called Wilford. Why uniqueness creates believability.Yorkshire Tea and creating connectionsPoking fun at rigidity and the serious case for humour What’s too silly to be said can be sungHow colour grading can change our mood and how effective an Ad will beThe pandemic and why we need a right-brained reactionThe story of a dog and cone and the inspiration for this bookLook Out for the book o Amazon and via the IPA’s website
