Orlando

Wood

Chief Innovation Officer | System 1

Orlando Wood is Chief Innovation Officer of System1 Group, a published author, Honorary Fellow of the Institute of Practitioners in Advertising (IPA) and member of its Effectiveness Advisory Board, where he has run their creative effectiveness projects since 2018. His landmark book Lemon, published by the IPA, pinpoints a change in creative style that is responsible for falling advertising effectiveness; it also offers solutions for a more effective advertising style. Orlando’s pioneering research has won recognition from the ARF, the AMA, Jay Chiat, ISBA, MRS, ESOMAR and the IPA.

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