Addressing the Crisis in Creativity - Edinburgh

Orlando Wood, Chief Innovation Officer of System1 Group, speaks about his ground-breaking book, Lemon.

Advertising has lost its power to persuade, entertain and make people feel. How did we lose this power and how can we get it back?

Join us to hear Orlando Wood, Chief Innovation Officer of System1 Group, speak about his ground-breaking book, Lemon. How the Advertising Brain Turned Sour, that shows how a shift in thinking styles is undermining creativity and making advertising less effective.

The way our brains see and process the world affects our whole approach to work and creativity. Using neuroscience, cultural history and advertising research, Lemon. describes how abstract, left-brain thinking has swept across business and popular culture. In advertising, this has led to a flatness and a drive for authenticity that work against producing great creative campaigns. It is stripping communications of humanity, and turning advertising sour.

Drawing on the IPA Effectiveness Databank and System1 Group’s advertising database, Lemon. lays out an alternative approach to creativity that can restore advertising’s impact and effectiveness.

It will challenge how you think about advertising. It could change how you think, full stop.

Orlando Wood is also speaking in Newcastle on 25 February, 4.00pm-5.30pm.

Last updated 21 January 2022