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Keynote: Creative Revolution
13.03.2025 13:00:00
13.03.2025 13:50:00
Over $1trillion was spent on advertising worldwide last year; perhaps only 6% of it is truly effective. A golden age for advertising technology has not been a golden age for creative effectiveness. We find ourselves in an age of salesmanship. And advertising – once a dazzling artform – has now become a dreary science. A return to showmanship is needed. We need a new creative revolution. Hear from Orlando Wood, creator of a.p.e. (advertising principles explained), author of Lemon and Look out (IPA), to understand 5 principles for showmanship advertising and how they can put you on the path to growth and profit.
Orlando Wood has spent his career studying what makes advertising work—and why so much of today’s advertising doesn’t.
Chief Innovation Officer at System1 and an Honorary Fellow of the IPA, Orlando’s research is transforming the industry’s understanding of creative effectiveness. He has steered the development of System1’s advertising testing approach, working closely with John Kearon and Jon Evans, with whom he co-hosts the Never Mind the Adverts Podcast.
Orlando’s work is rooted in neuroscience, the creative arts, and advertising history. He has collaborated with some of the most respected names in effectiveness, including Sir John Hegarty, Peter Field and Karen Nelson-Field. His research has shaped practices in marketing; ideas such as the Fluent Device, a term he coined, are now widely used across the industry.
But his research reveals a problem: that modern advertising has lost its ability to capture attention, stir emotion, and create lasting impact.
To solve this, he has created Advertising Principles Explained—a course designed to help brands, agencies, and marketers create more effective, more memorable, and more commercially successful advertising.
His course, a.p.e., distils years of research, drawing on his best-selling publications Lemon (2019) and Look Out (2021), and principles he has shared at Cannes, the IPA, The Marketing Academy and with leading brands worldwide.
Advertising Principles Explained is the essential guide for anyone looking to create advertising that doesn’t just get noticed – but gets remembered.
Orlando Wood Chief Innovation Officer System1 Group
Orlando Wood has spent his career studying what makes advertising work—and why so much of today’s advertising doesn’t.
Chief Innovation Officer at System1 and an Honorary Fellow of the IPA, Orlando’s research is transforming the industry’s understanding of creative effectiveness. He has steered the development of System1’s advertising testing approach, working closely with John Kearon and Jon Evans, with whom he co-hosts the Never Mind the Adverts Podcast.
Orlando’s work is rooted in neuroscience, the creative arts, and advertising history. He has collaborated with some of the most respected names in effectiveness, including Sir John Hegarty, Peter Field and Karen Nelson-Field. His research has shaped practices in marketing; ideas such as the Fluent Device, a term he coined, are now widely used across the industry.
But his research reveals a problem: that modern advertising has lost its ability to capture attention, stir emotion, and create lasting impact.
To solve this, he has created Advertising Principles Explained—a course designed to help brands, agencies, and marketers create more effective, more memorable, and more commercially successful advertising.
His course, a.p.e., distils years of research, drawing on his best-selling publications Lemon (2019) and Look Out (2021), and principles he has shared at Cannes, the IPA, The Marketing Academy and with leading brands worldwide.
Advertising Principles Explained is the essential guide for anyone looking to create advertising that doesn’t just get noticed – but gets remembered.
Orlando Wood Chief Innovation Officer System1 Group
Orlando Wood has spent his career studying what makes advertising work—and why so much of today’s advertising doesn’t.
Chief Innovation Officer at System1 and an Honorary Fellow of the IPA, Orlando’s research is transforming the industry’s understanding of creative effectiveness. He has steered the development of System1’s advertising testing approach, working closely with John Kearon and Jon Evans, with whom he co-hosts the Never Mind the Adverts Podcast.
Orlando’s work is rooted in neuroscience, the creative arts, and advertising history. He has collaborated with some of the most respected names in effectiveness, including Sir John Hegarty, Peter Field and Karen Nelson-Field. His research has shaped practices in marketing; ideas such as the Fluent Device, a term he coined, are now widely used across the industry.
But his research reveals a problem: that modern advertising has lost its ability to capture attention, stir emotion, and create lasting impact.
To solve this, he has created Advertising Principles Explained—a course designed to help brands, agencies, and marketers create more effective, more memorable, and more commercially successful advertising.
His course, a.p.e., distils years of research, drawing on his best-selling publications Lemon (2019) and Look Out (2021), and principles he has shared at Cannes, the IPA, The Marketing Academy and with leading brands worldwide.
Advertising Principles Explained is the essential guide for anyone looking to create advertising that doesn’t just get noticed – but gets remembered.
