Has advertising gotten weaker over the past 15 years, focusing less on creative and more on performance-based ads?
This Insights Studio will host 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 will present 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 will also reveal 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 will detail what it takes to build brands online.
The presentation will be 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 is co-presented by IPA.