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Chief Innovation Officer, System1 Group
He is currently one of the most influential authorities in the field of effective advertising. He is the author of the landmark books Lemon and Look Out, published by the British IPA. According to Orlando, a key competence has been disappearing from business in recent years of technological development: the ability to build great brands.
Today's advertising is too left-brained and stops working in terms of attention, memory and efficiency. He advises what mistakes to avoid and what to focus on so that your brand goes against this current and is successful in the long term.
His research is a unique combination of neuroscience, cultural history and advertising research, which describes and explains a change in creative style that has occurred in today’s technologically-disrupted world – one that has undermined advertising effectiveness.
The Honorary Fellow of the IPA provides evidence and guidance to show how we might reverse this. Orlando led the IPA’s Creativity and Effectiveness research in 2017, 2018, 2019 and 2020, looking at the greater effectiveness associated with fluent devices, a term he coined, and the features of advertising that sustain attention and elicit an emotional response – and lodge brands in memory.
Orlando has repeatedly worked with Peter Field, and recently collaborated with both Peter Field and Karen-Nelson Field for a keynote presentation at Cannes Lions, 2022. His work has influenced thinking and practice in research, marketing and advertising, earning him recognition from the ARF, the AMA, Jay Chiat, ISBA, the MRS, ESOMAR and the IPA.