Addressing the crisis in creativity. 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?
Will Goodhand, Head of Advertising Research at System1 PLC, will be sharing the ground-breaking thinking from the new book Lemon. by Orlando Wood, Chief Innovation Officer of System1 Group, showing 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.
Will Goodhand heads Communications Research globally for System1 PLC, the leaders in long-term advertising effectiveness. Will leads teams in applying these approaches for the world’s consumer marketers, providing guidance in how to optimise creative and campaigns for maximum effectiveness.
Will was recently part of the British Government mission to the South by South West Conference in Austin, Texas, pointing the way to more entertaining, effective and trusted advertising. He is also fresh from the ESOMAR Global Market Research Congress, where he delivered a paper on Long & Short-term effectiveness in the field of Not For Profit advertising.
In his spare time, Will’s own cultural excursions include creative writing, stand-up comedy and performing in musical theater.
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