This white paper mixes some of the charts of the book "Lemon." by Orlando Wood with a written summary for a digest of the key points.
However, for the full Lemon experience we strongly recommend reading the book itself.
Lemon. opens with a focus on the “Crisis In Creativity” identified by analysts Les Binet and Peter Field (among others) and outlined in their recent work for the IPA.
Creative effectiveness is in decline. The “effectiveness multiplier” for creatively awarded work has fallen, and campaigns produce fewer large business effects.