Orlando Wood, Chief Innovation Officer, System1 Group
Honorary Fellow of the IPA and author of Lemon (IPA, 2019) and Look out (IPA, 2021). 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.
Importantly, Orlando’s work also 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.