Has advertising gotten weaker over the past 15 years, focusing less on creative and more on performance-based ads?
This Insights Studio hosted one of the industry’s brightest minds, Orlando Wood, Chief Innovation Officer at System1 Group and author of the best-selling book Lemon (IPA, 2019). Wood presented a unique combination of neuroscience, cultural history and advertising research to describe a change in advertising style that has occurred over the last 15 years and link this to falling advertising effectiveness.
Wood also revealed how an attentional shift in the 21st Century — in society, business and advertising — has led to flatter, more abstract and devitalized work; an advertising style that is diametrically opposed to effectiveness, that no longer moves people, that no longer attracts or sustains attention. He detailed what it takes to build brands online.
The presentation was followed by a moderated discussion with Janet Hull, OBE, Director of Marketing Strategy at IPA and Scott McDonald, Ph.D., CEO and President of the ARF.
This event was co-presented by IPA.