Podcast appearances and mentions of orlando wood

Sir John Hegarty or Jon Evans? What if you had to pick between two of your closest industry friends… ..on camera?That's exactly the dilemma we threw at Orlando Wood, CIO at System1, in his Fast & The Curious.

Why modern marketing is broken and how you can fix it, as a leader.Orlando Wood, Chief Innovation Officer at System1 and author of Lemon, Look Out, and Advertising Principles Explained, reveals why advertising has lost its soul and how the shift from right-brain to left-brain thinking is hurting creativity, leadership, and human connection. If you've felt that marketing is becoming more mechanical, and leadership more rigid this episode will make it click.We Cover: 00:46 – Why today's marketing is losing impact01:04 – The bold idea behind Lemon and why it shocked the industry06:42 – Why advertising lost its human touch13:27 – How grief changes your leadership lens19:30 – The truth about creativity: how it really happens22:03 – Small habits that activate your creative thinking22:54 – Leadership today: why emotional connection matters25:56 – Will AI revive creativity or kill it?30:02 – The hidden value of learning from the past35:57 – How to push bold ideas through doubt and resistance40:18 – What Orlando would tell his younger self41:46 – Final thoughtsDon't miss out on this powerful episode.

For a special Christmas edition of the Uncensored CMO, we've recorded a bonus episode of the Never Mind the Adverts podcast, featuring our good friend Orlando Wood. We talk about some breaking news, have some festive drinks and review some of the best Christmas Ads this year (yes, including that Coke ad). Enjoy.Timestamps00:00 - Intro01:10 - The news03:53 - Orlando's Christmas Stocking Fillers09:06 - Drinks trolley12:38 - Review of the 2024 Christmas Ads16:45 - A break from the ads21:03 - Name that ad

A two part episode coming from Radiocentre featuring Andrew Tindall and Steve Keller.Andrew Tindall is Senior Vice President of Global Partnerships of System1, where he works with the world's largest brands, creative agencies and media owners to put marketing effectiveness at the core of their businesses.. He is a prolific author, posting on LinkedIn every day & writing for the Drum whenever he gets a chance it seems. With access both to a huge effectiveness database and colleagues like Orlando Wood and Jon Evans he is able to offer great value to his legion of followers, often talking about OOH advertising.Steve Keller is Sonic Strategy Director at Studio Resonate/SiriusXM Media and is widely regarded as the leading expert in the field of sonic branding. With over two decades of experience at the intersection of sound, branding, and behavioural science, Steve combines creative expertise with a deep understanding of the psychology of sound to craft audio identities for some of the world's most recognisable brands.Part OneAndrew and Conor chat about their shared a deep passion for radio as a medium with immense storytelling power and efficiency. They discuss the concept of 'Theatre of the Mind,' emphasising audio's potential for creating long and short-term effects. We talk about this Weetabix ad & how it is a great example of creative effectiveness and how enduring ideas can come to life across various channels and in this instance not need branding up front. The discussion also covers the intricacies of fame in branding, emphasising the importance of brands creating their own iconic figures rather than relying on external celebrities. We talk about left-brain and right-brain advertising and finally talk about the recent research on creative consistency.Part TwoSteve joins Conor to delve into fascinating audio insights, likeas how hip-hop music can affect the flavour of cheese, which was part of a Cheez-It promotion that highlights the power of sound. Steve talks through the importance of having a robust sonic strategy for brands, noting the ubiquity and resilience of audio in everyday life. We talk about how brands should consider the 'universe of sound' beyond traditional radio or sonic branding, emphasising the importance of intentional sound use in creating brand memory and distinctiveness. The discussion also touches on the potential and challenges of AI in audio branding, considering implications such as regulation and the need for human involvement. Steve concludes with six key parameters for successful sonic branding.03:12 The Power of Radio Advertising04:34 Creative Storytelling in Ads08:04 The Fame Factor in Branding11:51 Understanding Left and Right Brain Advertising19:57 The Love for Irish Radio20:49 The Power of Local Radio22:29 Creative Consistency in Advertising23:43 The Launch of Compound Creativity26:06 The Importance of Consistency in Branding27:11 The Role of Metrics in Marketing29:26 The Debate on Gated Content31:08 The Viral Marketing Stunt31:41 The Fashion Collaboration Offer35:00 Introduction and Setting the Scene35:26 A Memorable New Year's Eve in Ireland37:20 The Science of Sound and Cheese40:16 Exploring the Universe of Sound43:31 The Power of Sonic Branding44:48 Crafting a Sonic Identity57:35 The Role of AI in Audio Advertising61:26 Regulation and the Future of AI Voices65:27 Six Parameters for Successful Sonic Brands71:23 Conclusion and Reflections on Audio's Impact Hosted on Acast. See acast.com/privacy for more information.

Welcome to the 150th edition of the Uncensored CMO podcast. To celebrate, I'm joined by Orlando Wood, my colleague at System1 and author of Lemon and Look Out, with the legend that is Sir John Hegarty, iconic founder of BBH. Today we're talking about why they believe a creative revolution is necessary for the industry and why they are collaborating on a new course "Advertising Principles Explained" as the antidote.Timestamps00:00:00 - Intro00:02:22 - Have Oasis created the most effective ad of all time?00:16:13 - What can we learn from the history of advertising?00:22:43 - The advertising landscape when John started BBH00:28:04 - The next creative revolution - Advertising Principles Explained00:32:32 - The scientific evidence for emotional advertising00:38:38 - Who is doing the best, most effective advertising today?00:41:58 - BBH work with Lynx / Axe00:44:55 - Why we need more humour in advertising00:49:32 - Advice to CMOs for selling in this approach00:51:44 - When does Advertising Principles Explained launch?00:54:42 - Campaigns that didn't go well for Sir John Hegarty00:57:11 - What role do planners have in the success of the creative00:57:33 - How did they sell in flat Eric to Levi's00:58:34 - How to challenge clients to think differently00:59:13 - What emerging trends will shape the future of advertising01:00:05 - What skills will the CMO of the future need?01:02:58 - What trend needs breaking today?

This week's guest is Orlando Wood - Advertising Effectiveness Author, Researcher and Chief Innovation Officer at System1. Orlando's research and publications have helped shape the advertising space for many years and has garnered numerous awards. Orlando is also the co-host for the advertising podcast “Never Mind The Adverts” which discusses the biggest news and the opinions on advertising.

This week, we posed as a wide receiver to catch ad land's premier Super Bowl pundit, Andrew Tindall, to tell us which of this year's cohort of cost-the-earth commercials were MVPs…and which fumbled the ball.    A man who hadn't slept in days, we snared Andrew straight from System1's Super Bowl “war room”. After spending the past week testing the ads our industry can't help but get sweaty about year on year, he's here to tell us what “won” the Super Bowl and why.  An award-winning marketer with a commercial background at some top notch FMCGs, Andrew leads System1's global partnership strategy and growth, seeking out the world's best ads and why they work to unlock the potential of their world-leading effectiveness database. He talks to us on Young Apprentice being a way of "getting out of Huddersfield'', studying medicine for 3 years, wanting to work in alcohol, how System1 predicts creative potential and effectiveness, his mentor, colleague and friend Orlando Wood, why effectiveness is relative; outperform your category, the hierarchy of evidence, the brilliant Jenni Romaniuk, creativity as the UK's greatest export, and lots more. Plus, of course, the Super Bowl winners and losers, including Michelob Ultra, Messi, using celebs, mayo cat, T-Mobile and Pfizer.  Touch down on the play button. You won't be disappointed.  ///// Follow Andrew on LinkedIn  Find out more about System1 and their ad effectiveness predictors  The only four slides you need for Super Bowl 2024 ad insights from System1 Here's Andrew's Super Bowl piece in The Drum  And his personal favourite Super Bowl ad of 2024, Foot Washing Plus Mr P by Pringles  And if you haven't seen them, watch 2024's top scoring Super Bowl ads here:  Dunkin' Donuts, Hellmann's, Reese's, Oreo, State Farm, Popeyes, T-Mobile, NFL, Michelob ULTRA, Booking.com, and Budweiser. Timestamps (01:50) - Quick fire questions (03:45) - First jobs, BBC's Young Apprentice, and going from med school to marketing (07:40) - How he ended up testing marketing effectiveness at System1  (13:12) - How System1 predicts creative potential and effectiveness (17:50) - Which ads “won” the Super Bowl? (21:15) - What Michelob ULTRA did right  (27:14) - His favourite Super Bowl ad of 2024 (and it's one no one is talking about) (30:45) - Efficiency and effectiveness  (36:35) - Listener questions  (42:00) - What US marketers can learn from the UK  (46:30) - 4 pertinent posers  Andrew's book recommendation is:  Building Distinctive Brand Assets by Jenni Romaniuk  /////

How can we manage people who are doing creative work? On the one hand, letting someone do what they want feels incredibly risky. On the other hand, creativity requires a degree of freedom, experimentation and agency. That's a particular problem in the creative fields, but it's also a broader challenge. In the 21st century, the jobs people are doing are increasingly ones that require some element of creativity. Creativity is that it doesn't always lend itself to being managed in traditional ways. Unlike setting someone a task where they slavishly need to follow instructions, creative tasks require a different form of supervision. The challenge with that is that as organisations try to mitigate the risk of creative activities, it's very easy to end up in situations where responsibility is transferred for the creative task, but the requisite amount of control to deliver it isn't. My guest is David Meikle. He's a consultant to the advertising market, where he helps companies to be more effective at hiring and managing advertising agencies. To learn more about David and his books visit https://tuningup.co.uk/ Links to topics we discuss: The podcast where Jon Evans interviews Dr Ian McGilchriest: https://www.youtube.com/watch?v=tY89D1UC9Dw Iain's website: https://channelmcgilchrist.com/ The Hamlet cigar advertisements (14:55) https://www.youtube.com/watch?v=hJqN7RNeitw The Sainsbury's Mog The Cat advertisement (18:15): https://www.youtube.com/watch?v=kuRn2S7iPNU The Cadbury gorilla advertisement (18:18): https://www.youtube.com/watch?v=La7B8mBnTXs The Ocean Spray advertisement (19:28): https://www.thedrum.com/news/2020/10/07/ocean-spray-finally-reacts-viral-skateboarding-tiktok Orlando Wood of System One Group: https://system1group.com/team/orlando-wood Anthony Bourdain's Kitchen Confidential: https://en.wikipedia.org/wiki/Kitchen_Confidential_(book)Blair Enn's Win Without Pitching Manifesto: https://www.winwithoutpitching.com/the-manifesto/

Dr Iain McGilchrist is a psychiatrist, writer, and former Oxford literary scholar. McGilchrist came to prominence after the publication of his book The Master and His Emissary, subtitled The Divided Brain and the Making of the Western World. His work formed the basis of Orlando Wood's books on advertising, Lemon and Look Out.Timestamps00:00 - Intro01:09 - Iain McGilchrist background06:05 - Hasn't the myth of the right and left brain been debunked12:48 - The changes in society based on right brained dominance16:36 - Are we seeing a left to right brained shift in society today?22:10 - How are the big discoveries made?24:39 - How understanding attention could change the world26:34 - How the left and right brains do things differently29:19 - Is attention crested by us or the world around us?31:18 - Can we train ourselves to be more right-brained?35:13 - AI asks Iain a question37:13 - How did Orlando Wood connect with Iain McGilchrist45:02 - Orlando's most profound piece of Iain's work

“May I have your attention please?” - how many times did you hear this ask? When you look at the screen of your smartphone, tablet or computer, nobody is asking for your attention, companies just fight for that precious 10-15 seconds of your attention when it comes to ads in Instagram Reels or like 43 minutes when it's about an TV show episode on Netflix. I know you can't answer me now but I'm going to ask this question anyway - do people pay attention to ads they see on the screen? So we invited Mark to answer this question and talk about winning attention of mobile audiences. Today's Topics Include: Mark Slade's background What is Digital Turbine today The industry KPI measuring transition: viewability to attention Digital ads concessions The cooperative model on TV Mobile gaming as a mobile example of the cooperative model The takeaways Links and Resources: Mark Slide on LinkedIn Digital Turbine company Google may have misled dozens of advertisers and violated its own guidelines - report Business Of Apps - connecting the app industry Quotes from Mark Slade: “I think they do pay attention to advertising. I think they pay attention to advertising that's creative, emotive, uses sounds, uses storylines, tells stories. The best advertising has been proven by people like Orlando Wood and System One. It's the one that has all of those components built into the advertising network, and that's what gets people to remember the ads and you get all of that brand uplift.” “Viewability by the definition of  IAB is fifty percent in view. So fifty percent on screen for two seconds. So this is kind of where the foundation of the problem starts.” “So it makes it even worse. And then the advertiser really makes the ultimate concession in digital video because they're having very little audio, very little completion and very little remote screen real estate. ” Follow the Business Of Apps podcast Linkedin | Twitter | Facebook | YouTube

The first of three daily episodes of the WARC Podcast from EffWorks 2023. Catherine Driscoll, WARC's Commissioning Editor EMEA, is joined by Laurence Green, Director of Effectiveness at the IPA to introduce the day alongside three effectiveness experts. Dr Grace Kite from Magic Numbers shares what brands need to know managing price rises and planning for inflationary times, and Tom Roach, VP Brand Strategy at Jellyfish, shares insights from his masterclass on excellence in digital creative. The final guest, Orlando Wood, Chief Innovation Officer at System 1, looks back to enduring creative principles and discusses what they mean for attention and digital channels today. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

Marketing waste is one of the biggest issues facing our industry. So when marketing legends Peter Field and Adam Morgan reached out to me to talk about their new work on the impact of dull advertising on brands, I immediately got them on the podcast.In this fascinating episode we discuss why you really can't afford to bore your audience with your ads anymore. What have Adam and Peter learnt over 40 years about the actual cost of dull marketing to businesses, to brands and even to your career?And for those marketers really hellbent on safety, we discuss the role of danger and a new upcoming mastersclass in how to make the dullest ad ever.Links https://thechallengerproject.com/lets-make-this-more-interesting www.orlandonadvertising.com https://theexaminedlife.org/ - Stephen Grosz https://business.linkedin.com/marketing-solutions/b2b-institute Timestamps 00:00 - Intro 01:13 - Who is Adam Morgan? 02:38 - The best challenger brands 03:08 - Has being a challenger changed? 06:25 - The legacy of the long and short of it 11:01 - Who had the higher ranked Uncensored CMO podcast? 11:45 - How Adam and Peter met 12:26 - The inspiration for the extraordinary cost of dull 15:24 - How are there effective, yet dull campaigns (big budgets is the answer) 19:13 - The System1 Data on the cost of dull 22:41 - Why is advertising so dull? 26:21 - Why are the best marketing organisations trending towards more dull? 27:29 - Making demonstratably unskippable ads 30:55 - The role of danger and constraints in getting to great work 33:05 - The % of B2B ads that are dull and the work The LinkedIn Institute is going to reverse this 35:06 - How dull is approached in different categories 39:01 - Orlando Wood's current research 41:48 - How will AI affect dullness 45:27 - Which categories are doing a good job of being interesting? 53:57 - Why we need a masterclass for dull

Long time returning guest Orlando Wood is back in the hot seat, talking all things advertising. We look back on his two IPA bestselling books, Lemon and Look Out, to discuss how the two sides of the brain attend to the world differently and how this impacts advertising both on TV and digital. We also discuss some of Orlando's favourite recent adverts and why he likes them.Timestamps:00:00 - Intro01:32 - Who is Orlando Wood02:50 - Orlando's latest work03:54 - Is Orlando only talking about digital?05:18 - How to build brands through digital07:55 - How can advertisers achieve an effective message10:26 - "moto e azione"13:35 - Why Ian McGilchrist's work was so profound for Orlando14:25 - Right-brain vs left-brain in advertising21:00 - Trends with left and right brained advertising22:24 - Is the change in advertising due to social media?24:13 - The impact of creativity on attention26:29 - How the choice of media can impact ESOV27:22 - Is humour making a comeback?31:32 - Fluent devices35:13 - Orlando's favourite ads39:31 - Jon's favourite recent ad43:31 - Orlando's new course

In this episode I'm joined by three more effectiveness titans in my Cannes special coverage. Karen Nelson-Field, Rob Brittain and fan favourite Orlando Wood join me to talk about the triple opportunity of attention.

When life gives you Lemon, make lemonade. So, this week, we catch and squeeze a glass full of tasty topics from creative super brain, Orlando Wood. Chief Innovation Officer at System 1 group and author of Lemon and Look Out, Orlando is dead set on delving deep into the links between advertising, psychology, and the creative arts. He talks to us on interviewing unsuspecting passengers on the Eurostar, advertising as a barometer to society, art history, how a dazzling artform became a dreary science, left and right brain hemispheres, whether advertising is changing for better or worse, legends like Gossage, Bernbach, and Bullmore, humour, his favourite painting, what he thinks of ‘content', and more. ///// Follow Orlando on LinkedIn Get your mitts on his books Lemon and Look Out And, if you're an IPA member you can get a wedge off by buying directly from them (Lemon and Look Out) This month we're supporting the award-winning School of Communication Arts to make the very best creative education available to all. They've launched a huge sale across their best-selling courses for agency creatives to fuel diversity in the industry - 20% of sales will go to Brixton Finishing School, all further profits will feed into SCA's scholarship programme for 2023. Head here to see the courses for sale from only £150 per person. Timestamps (01:57) - Quick fire questions (03:29) - First ever job and first proper job in marketing  (07:40) - Advertising doesn't exist in a vacuum (09:52) - The parallels between art and advertising  (12:30) - Studying history and how it helps with advertising (14:39) - His books Lemon and Look Out   (23:05) - The left and right hemispheres of the brain  (25:40) - Advertising in the 1950s  (33:24) - “Humour gets in under the door while seriousness is still fumbling at the handle” (38:42) - Listener questions  (49:39) - 4 pertinent posers  Orlando's book recommendations are:  Madison Avenue USA by Martin Mayer  When Advertising Tried Harder by Larry Dobrow  Methods of the Mad Men by Mike Everett /////

As the curtain falls on the first season of the Sleeping Barber Podcast, Marc and Vassilis reflect on the many conversations with their guests over the year and highlight their key “uh huh” moments. This is a shorter podcast (by our standards), so sit back and enjoy this conversation with a cup of egg nog beside a crackling fire. Seasons greetings to all our listeners! We are looking forward to 2023. ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Follow or get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Timestamps 0:46 - Show Intro 2:14 - Mary Kyriakidi customers are serial adulterers 5:10 - Chris Walker B2B and B2C customers are more similar than we'd like to believe 7:05 - Nicole Hartnett media reach is more important than frequency 8:12 - Roger Martin, the relentless focus on the consumer 10:26 - Roger Martin disruption is not an equal opportunity event 11:40 - Jennifer Riel creates great choices by falling in love with ideas that aren't ours 14:50 - Dave Bunce why marketers need to learn the language of finance 18:34 - Hermann Simon Profit = Price x Volume - Costs 25:22 - Sandeep Dayal, the ethics of marketing 28:24 - Orlando Wood and Jon Evans broad-beam attention 30:14 - Jon Mowatt creating emotional video content for the context of consumption 31:25 - Ty Heath, Faisal Sidiqqui and Ian Barnard performance branding on big or small budgets 31:56 - Tom Goodwin challenging the trends & creating innovative pilot projects 36:22 - Dan White, the importance of continuous learning for your marketing career 39:22 - Where the Sleeping Barber's name came from ____________ Where to Listen Apple Podcasts: https://podcasts.apple.com/us/podcast... Spotify: https://open.spotify.com/show/4v0kaM3... Google Podcasts: https://podcasts.google.com/feed/aHR0... Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2022 Sleeping Barber

The most returned guest in Uncensored CMO history, Orlando Wood, is back. He made a brief cameo last episode but I wanted to dive deeper into creative styles that work in difficult times and if you should re-use old creative.What we covered in this episode: How Hovis proved the power of wear-in with an almost 5 Star Creative inspiration from an ad that is almost 50 years old How the romantic era is reflected in the Hovis ad The role of the right-brain in capturing attention What covid taught us about creative wear-in vs wear-out The accidental creative experiment that occurred during covid Proof that ‘wear-out' is a marketing myth The difference in campaign length between the US and UK How right-brained features perform better in recession Why Christmas 2022 Advertising is the best yet The role of nostalgia in difficult times How Kevin the carrot delivers consistent 5 Star success Great creative shouldn't just be for Christmas The power of fluent devices in advertising and re-using old work Orlando's top 3 tips for investing in a recession How good advertising can support price increases in recession How brand building helps you come out of recession better Orlando's top 3 tips for making creative work in a recession Why focussing on character, incident and place make effective creative The role of humour in difficult times

In this episode we're joined by Jeff Greenfield, founder of Provalytics. Jeff joins us to share his thoughts on how marketers can more effectively measure Google Ads performance.In the episode we discuss:What really is forecasting in marketing?Why do you need to look outside of Google Ads to find the data you need to produce better advertising?Is the AIDA marketing model still relevant?What is incrementality?The importance of upper-funnel marketingREFERENCED ON THIS EPISODE:[Book] Lemon by Orlando Wood: https://amzn.to/3tE70XF[Book] Little Bets by Peter Sims: https://amzn.to/3tCsmVhCONNECT WITH JEFF:https://provalytics.com/CONNECT WITH SCOTT:scott.colenutt@sitevisibility.comhttps://www.linkedin.com/in/scottcolenuttCONNECT WITH SITEVISIBILITY:https://www.sitevisibility.co.uk/https://www.youtube.com/user/SiteVisibilityhttps://twitter.com/sitevisibilityhttps://www.facebook.com/SiteVisibilityhttp://instagram.com/sitevisibilityIf you have feedback, you'd like to be a guest, you'd like to recommend a guest or there are topics you'd us to cover, please send this to marketing@sitevisibility.com Hosted on Acast. See acast.com/privacy for more information.

Televisionation: Friday Fireside, the #1 television industry Webcast, features Rick Howe, The iTV Doctor, in conversation with prominent figures from the advanced-TV/video industry.The Friday Fireside is pleased to welcome Orlando Wood, Chief Innovation Officer for the UK-based System1 Group. Orlando shares his perspective on the nature of human attention; how different advertising styles achieve different types of business effect; and how styles have changed and why this now undermines advertising's effectiveness. It's a fascinating discussion that has immediate applicability as streamers like Netflix look to not only introduce advertising, but to essentially re-invent the way advertising communicates with consumers.

Storm clouds continue to gather over the global economy. With the latest quarterly UK GDP figures released on November 11 and the US and other parts of the world also bracing for a recession, this special recording of System1's webinar dives into how brands can navigate tough times.However, tough times also bring opportunity. As the late great F1 driver Ayrton Senna once said, ‘You cannot overtake 15 cars in sunny weather… but you can when it's raining.'In possibly the most comprehensive study of recession, Nitin Nohria found that 9% of companies come out of a recession in better shape than they went in.We're joined by Professor Mark Ritson, brand consultant and creator of the Mini MBA in Marketing, and Orlando Wood, author of IPA best-selling books Lemon and Look Out, to understand how brands should approach this challenging period.WATCH: The ad Orlando referenced: Hovis - Boy on a BikeWhat we covered in this episode: Which brands won and lost during covid Why the CEO expects the CMO to step up in a crisis The 4 issues that hold businesses back in a crisis Why marketers must do their market orientation and get their strategy in place first The over-whelming evidence that supports investing in a recession What happens when brands go dark and why small brands suffer most How ESOV can be more achievable in recession and what it means for the long term The very strong business case for investment The role of operational efficiency and innovation to help come out strongly How to get your pricing strategy and communication right Whether you should be changing your communication Inspiration from a campaign that is as good today as it was 50 years ago How right brained creative features are connecting better in recession Why wear out is a myth based on thousands of ads on the System1 database What we can learn from the current Christmas Adverts The role of character fluent devices to make your advert more memorable Top 3 reasons to invest in creative right now Top 3 ways to make creative emotionally engagement and effective Mark and Orlando answer some tough questions Why marketing professors don't teach how marketing actually works

On this week's episode of the Sleeping Barber Podcast, we are delighted to have on the show two fantastic guests. Jon Evans, Chief Marketing Officer and 'Uncensored CMO' at System1 Group and Orlando Wood, Chief Innovation Officer at System 1 Group. We discuss the theory and practice of effective ads, the impact digital has had on advertising effectiveness while also spending time understanding why left-brain versus right-brain thinking is wrong. This is an episode you don't want to miss. Enjoy the show! ____________ Our Guests: Follow Jon Evans: https://www.linkedin.com/in/uncensoredcmo/ Follow Orlando Wood: https://www.linkedin.com/in/orlando-wood-6a62946/ Listen to the Uncensored CMO Podcast: https://uncensoredcmo.com/ Follow the System 1 Group: https://www.linkedin.com/company/system1-group/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ____________ Literature and Links: Lemon, the Book: https://www.amazon.ca/Lemon-advertising-brain-turned-sour/dp/0852941471/ Look Out, the Book: https://www.amazon.ca/Look-Out-Orlando-Wood/dp/0852941498/ Lemon Video: https://www.youtube.com/watch?v=XUXYRf5O5T4&t=1031s Look Out Video: https://vimeo.com/646872264 GoDaddy Ad: https://www.youtube.com/watch?v=5Z1nlSDcRSk Yorkshire Tea: https://www.youtube.com/watch?v=ulKeJYl0Hac Barclay Credit Card: https://www.youtube.com/watch?v=xsh0hlnDvKA Tide Ad Analysis: https://www.youtube.com/watch?v=MpyHVXNtOlw ____________ Timestamps 0:46 - Intro to Jon and Orlando 4:14 - The “purpose” of advertising 7:35 - Declining effectiveness of advertising 12:36 - Attention and why left v right Brain thinking is wrong 18:27 - The impact of digital on advertising effectiveness 22:54 - The correlation between Orlando's work, ad effectiveness and business outcomes 27:50 - The value of testing creative 32:32 - The negative impact of performance marketing 33:58 - Long-term versus long-lasting effects of brand building 36:19 - Differences between ads built for narrow versus broad beam attention 40:03 - The impact of excess Share of Voice (eSOV) and creative effectiveness 43:38 - Are there bad ads? 44:30 - Can ads have too many messages? 49:07 - Industries leading the adoption of testing creative 53:19 - Channel choices - the importance of attention and reach 57:05 - Do these principles and results apply to B2B? 1:01:49 - Why brand building is effective before Black Friday 1:04:21 - Postpod with V and Marc

On this week's inside marketing we talk to Orlando Wood, Chief Innovation Officer at System One Group and author of Lemon and Lookout, about whether advertising has been dominated by left brain thinking and what that means for long term growth.

Enjoy this episode from our vaults. Season 4 starts mid-September. This week, we're delving into a repair manual for the creativity crisis by author Orlando Wood, chief innovation officer at System1 Group in London, England. He joins John Roberts, CSO at Truth Collective in Rochester, New York, to share his revolutionary new book, “Lemon. How the advertising brain turned sour” – and what we can do about it. Join them as they dig into why fame, feeling and fluency are at the heart of what brands need to be doing, why they aren't, and what it means for agencies. Key takeaways: Why advertising sours and how we can sweeten our work through character, incident and place Connecting with the real world through the right brain Why left-brain dominance is driving more than it should and what to do about it Emotion doesn't just mean sentimentality Why the brief is broken and how to remedy it

For the 50th episode of Uncensored CMO, I'm live in Cannes to talk about the triple threat to creative effectiveness. Why effectiveness has been declining over the years, how attention has impacted mental availability and what we can do about it. Fresh off the stage at Cannes Lions 2022, Peter Field, Orlando Wood and Karen Nelson-Field talk us through what they're calling Triple Jeopardy.From Peter Field himself: "Triple Jeopardy is three things: the withdrawal of money from brand and putting it into performance marketing and the short-term on a massive scale. That has drained the mental availability fuel supply, if you like"What we covered in this episode Karen, Peter and Orlando's triple jeopardy Cannes panel How effectiveness has progressively declined throughout the years What's causing the decline? Is it a focus on short term activation vs long term brand building? Why are you calling this triple jeopardy? Why short term activation is damaging mental availability Measuring inwards vs outward Why we need to change attention metrics Active vs passive attention 85% of ads sit below the attention memory threshold Viewablity metrics are failing us How the elasticity of attention varies So how do we solve this? How do we sustain attention? Why we need more right-brained features in advertising What captures attention? Are you paying attention to this very message on this podcast? (and in these show notes?)

The first of five daily episodes of The WARC Podcast from Cannes Lions 2022. Host David Tiltman, WARC's SVP Content, is joined in the Palais des Festivals by WARC editors Alex Brownsell, Lena Roland and Chiara Manco. They discuss new attention research from Peter Field, Professor Karen Nelson-Field and Orlando Wood, WARC's updated Anatomy of Effectiveness whitepaper, and preview the upcoming Effectiveness Show.

Three leading global authorities on advertising effectiveness are worried enough about the efficacy of advertising and the impact it has on business results that they have joined forces to present new data and observations in Cannes next week on why a triple jeopardy threat is a clear and present danger to the global industry. They go so far as to call for an overhaul in how advertising award shows like Cannes reward what is deemed the world's best work. Advertising effectiveness supremo Peter Field, attention economy pioneer Karen Nelson-Field and creativity maestro Orlando Wood warn that ad effectiveness, ESOV and mental availability created by advertising for a brand is crumbling. The ESOV principle – spending more than rivals to gain extra share of voice relative to market share to outplace competitor sales – no longer applies. Get the lowdown before it is presented to a global audience in Cannes next week. The trio argue there is a fix.  See omnystudio.com/listener for privacy information.

In this conversation, Philip talks with Orlando Wood, Chief Innovation Officer of System1 Group and author of Lemon and his most recent Look Out: The Advertising Guide for a World Turned Inwards. They discuss his latest work and how a data centric, left brain focused approach and diminished the impact and magic of advertising. The Drop – The segment of the show where Philip and his guest share tasty morsels of intellectual goodness and creative musings. Philip's Drop: Leonard Schlain (https://leonardshlain.com/about/) The Alphabet vs. The Goddess (lecture) (https://www.youtube.com/watch?v=2QQuD62RxrU) Art & Physics (lecture) (https://www.youtube.com/watch?v=cRgzRdFRXXk) Orlando's Drop: Iain McGilchrist (https://channelmcgilchrist.com/) Steven Harrison – Changing the World is the Only Fit Work for a Grown Man (https://www.amazon.com/Changing-World-Only-Work-Grown/dp/0957151500) Special Guest: Orlando Wood.

From skateboarding bulldogs to drumming gorillas, modern advertising is teeming with wacky characters and far-fetched fantasies, often with little relation to the product actually being promoted. But why? If you have found yourself wondering how mad marketing in all its forms actually works to get us to buy things, join us as we take a look at the science supporting the strategies of the world's biggest brands. We'll be talking to marketing experts to uncover what makes a successful campaign, and the techniques agencies use to test the tautness of our heart strings while viewing their ads.... Like this podcast? Please help us by supporting the Naked Scientists

‘I've just done a Volvo ad with no car in it, it doesn't get any better than that!'Those were the first I heard on day one at AMV/BBDO.It was the Art Director's way of saying 'it's good here'.I appreciated the intent, but thought it was weird.Who cares if the ad has a car in it? Is it a good ad?But that's how a certain group of creatives think.For them wins are - running an ad word-free, securing hot director X to shoot their ad, getting the word 'dick' approved in a headline, keeping a logo as small as it was on the initial rough, and yes, whether they can avoid showing the product.Those kind of things can be helpful, but they shouldn't be the goal.But, to them, they're just doing their job, which they see as being creative.Innovating.Breaking rules.Going crazy.‘Fucking around with shit'.Being lead by what's new, different and of course, their own instincts.Clients are viewed as obstacles. Research is for dullards.They often create interesting work, but not much of it runs.Why? ‘The client bottled it!' or ‘The agency rolled over'.Maybe if they were called 'Communicators' rather than 'Creatives' they wouldn't feel the need to appear so damned creative all the time?Instead of spending all their waking hours with their noses in Japanese animation, Dutch deconstructed typography or surrealist photography, maybe they'd offset if with subjects linked to communication? Rather than just look forward, maybe they'd look back at what worked, what didn't and why?Maybe they'd ask people outside the creative department what they thought?Maybe they'd see data, psychology and research as helpful?There are people in creative departments like this, I've worked with them.Tom & Walter, Rich & Andy, David Abbott, John Webster, they tend to do better work than the first group.But if you feel your gang is the first group, check out the trailer by South Korean animator Seunghee Kim for her film 'The Realm of Deepest Knowing'. It's cool.If you feel that second group is more you, you may enjoy this chat with Orlando Wood.He's the Chief Innovation Officer at System1, where he forensically observes links between advertising, psychology and the creative arts.We chat about his findings on what's working, not working and why (which have been published with the IPA in two volumes; 'Lemon' and 'Look Out').Hope it's useful.

In his new book, Look out, Orlando builds on the work of Jenni Romaniuk, Les Binet, Peter Field, Byron Sharp and others with his research on how we can better ensure we are producing work that works.

In this episode, Orlando Wood, Chief Innovation Officer at System1 Group, took a dive in to the neuroscience behind what creates a successful advertising campaign in today's digital world. We explored System 1 thinking, brand awareness vs performance advertising, AI in ad development and the key ingredients for a successful campaign. This episode is not one to miss for anyone interested in marketing and advertising! Who is Orlando Wood? Orlando Wood is Chief Innovation Officer of System1 Group and Honorary Fellow of the Institute of Practitioners in Advertising. He is also a member of the IPA's Effectiveness Leadership Group. Author of Lemon (IPA, 2019), Look out (IPA, 2021), co-author of System1, Unlocking Profitable Growth (2017), his research on advertising effectiveness draws on psychology and a study of the creative arts. Orlando's work has influenced thinking and practice in the research, marketing, and advertising, winning him awards from the ARF (Great Minds Distinction Award), the AMA (4 under 40), Jay Chiat (Gold Award for Research Innovation), ISBA (Ad Effectiveness Award), MRS (Best Paper and Research Effectiveness Awards) and ESOMAR (Best Methodology)

Hoe heeft Sunweb Group twee jaar aan lockdowns overleefd? En zoekt de reisorganisatie nieuwe overnamekansen na de afgeblazen overname van Corendon? Topman Mattijs ten Brink is te gast in BNR Zakendoen. Kees de Kort Elke dag, even over twaalf, bespreekt presentator Thomas van Zijl met macro-econoom en commentator Kees de Kort de economische stand van zaken. Economenpanel De rijkste 1 procent van Nederland betaalt minder belasting dan de lage inkomens. Dat blijkt uit onderzoek van de CPB. En: de ECB wil het opkoopprogramma in het derde kwartaal stopzetten. Dat en meer bespreken we in het economenpanel met Martin Visser (De Telegraaf) en Menno Middeldorp (Rabobank). Luister | Economenpanel Inzicht De Britse reclameonderzoeker Orlando Wood luidt de noodklok. Volgens hem is de reclamewereld veranderd in ‘een vlakke, abstracte en mechanistische wereld.' Is dat zo? En waar ligt dat aan? Te gast is Dick van der Lecq, directeur van DDB Unlimited. Zakenpartner Jojanneke van 't Land werkte zich binnen detacheerder Experis Peak IT jarenlang op en is inmiddels managing director van het bedrijf. Ze weet als geen ander hoe je aan IT-professionals komt in een markt waar schaarste schering en inslag is. De zakenpartner deze week is Jojanneke van 't Land van Experis Peak IT. Contact & Abonneren BNR Zakendoen zendt elke werkdag live uit van 12:00 tot 14:30 uur. Je kunt de redactie bereiken via e-mail en Twitter. Abonneren op de podcast van BNR Zakendoen kan via bnr.nl/zakendoen, of via Apple Podcast en Spotify. See omnystudio.com/listener for privacy information.

Episode #64. Advertising is the technical skill discussed in this episode. Advertising style has changed significantly due to technology, our lifestyles and the increased understanding of how the brain works… and even more so since the pandemic as many brands increase their digital presence. But are we becoming less effective and if so, what can we as marketers do to create a greater emotional connection with our consumers? Joining Abby to discuss is award-winning advertising researching legend, Orlando Wood - Chief Innovation Officer of System 1 Group, IPA Fellow, speaker and author of Lemon and Look Out. In this episode Orlando, shares his views on effectiveness in advertising, the change in style, appealing to the left or right hemisphere of the brain and how marketers can get it right. This podcast is sponsored by Labyrinth Marketing  http://www.labyrinthmarketing.co.uk/ (www.labyrinthmarketing.co.uk)  Host: https://www.linkedin.com/in/abigailcdixon/ (Abigail Dixon FCIM/ICF | LinkedIn) Guest: https://www.linkedin.com/in/orlando-wood-6a62946/ (Orlando Wood | LinkedIn) The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to https://my.captivate.fm/www.thewholemarketer.com (www.thewholemarketer.com) 

Episode #64. Advertising is the technical skill discussed in this episode. Advertising style has changed significantly due to technology, our lifestyles and the increased understanding of how the brain works… and even more so since the pandemic as many brands increase their digital presence. But are we becoming less effective and if so, what can we as marketers do to create a greater emotional connection with our consumers? Joining Abby to discuss is award-winning advertising researching legend, Orlando Wood - Chief Innovation Officer of System 1 Group, IPA Fellow, speaker and author of Lemon and Look Out. In this episode, Orlando shares his views on effectiveness in advertising, the change in style, appealing to the left or right hemisphere of the brain and how marketers can get it right.

Since 2006, effectiveness in creative advertising has been on a steady decline. While the industry at large speculates as to why, this week's guest, Orlando Wood, in partnership with the Institute of Practitioners in Advertising (IPA), has completed two works of extensive research on the subject: Lemon, and Look Out. In this episode, Orlando reveals the visual trends causing audiences to detach, the styles and formats brands should adopt to remedy it, and all the data to back it up. Got a question or suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com.

Such an inspiring new episode of the #21for21 podcast again

This week WARC talks creativity and attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, and Orlando Wood, Chief Innovation Officer at System1 Group. While some organisations have done a huge amount to draw a link between attention and business outcomes in a media context, the creative side of advertising is comparatively under-explored. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

Here's my mini conversation with Orlando Wood, author of Lemon and Look Out where I ask him about 5 key insights from the new book: why it's rude to stare and how the fixed gaze took over art and advertising  whether you can actually build a brand online  the serious case for humour  how emotions capture our attention  the surprising power of the finer details  Listen to my longer conversation with Orlando: https://share.transistor.fm/s/9496c9ddBuy the book: https://ipa.co.uk/knowledge/publications-reports/look-out/

Orlando Wood is Chief Innovation Officer of System1 Group and Honorary Fellow of the Institute of Practitioners in Advertising. He is also a member of the IPA's Effectiveness Leadership Group. Author of Lemon (IPA, 2019), co-author of System1, Unlocking Profitable Growth (2017), his research on advertising effectiveness draws on psychology and a study of the creative arts.Orlando's work has influenced thinking and practice in the research, marketing, and advertising, winning him awards from the ARF (Great Minds Distinction Award), the AMA (4 under 40), Jay Chiat (Gold Award for Research Innovation), ISBA (Ad Effectiveness Award), MRS (Best Paper and Research Effectiveness Awards) and ESOMAR (Best Methodology).Orlando led the IPA's Creativity and Effectiveness research for Effectiveness Week in 2018, 2019 and 2020. He has repeatedly worked with Peter Field and the IPA's DataBank to demonstrate the long and broad effects achieved by emotional advertising, including the performance of fluent devices, a term he coined.Orlando is a frequent conference speaker and has been published in The Journal of Advertising Research, Admap, and Market Leader.What we covered in this episode: Why digital disruption means we need to start ‘looking out' His last book was a Lemon but it did rather well How Prof Iain McGilchrist inspired Orlando What history can tell us about what is happening today How understanding the brain helps us capture & sustain attention The left brain argument for right brain creativity How our culture lost its vitality The separation of writing a book during lockdown Orlando reads his own introduction to the book Its rude to stare. How the stare has been used throughout history How advertising is starting to reflect art from periods of disruption & conflict Fake news isn't new. How the printing press created a publishing revolution How the industrial revolution created a loss of community The rapid rise of anxiety and the loss of humour The different modes of attention and why they matter Why we can't see the wood for the trees We watch what interests us and sometimes that's advertising How emotion orientates our attention, encodes in memory & aids decision making The role of digital to support brand building ‘broad beam' advertising Why brand building becomes more important for online businesses How emotion drives more viewing of advertising in digital environments The trap of using digital style ‘narrow beam' advertising on TV What features in advertising holds attention and drives business effects The swordfish strangler called Wilford. Why uniqueness creates believability. Yorkshire Tea and creating connections Poking fun at rigidity and the serious case for humour  What's too silly to be said can be sung How colour grading can change our mood and how effective an Ad will be The pandemic and why we need a right-brained reaction The story of a dog and cone and the inspiration for this book Look Out for the book o Amazon and via the IPA's website

You may know Orlando Wood as the Chief Innovation Officer at System1, a foremost thought leader on behavioral science and advertising, or the author of the acclaimed book on advertising, “Lemon: How the Advertising Brain Turned Sour.” For those who've enjoyed “Lemon,” he has another book due out this October.You may not know that Orlando is a studious and talented watercolorist. He draws keen, common lessons among the disciplines of research, advertising, writing and art (“It's important to respect spontaneity . . . and mistakes that you think are mistakes but might actually turn into something really interesting.”).Orlando shares his insights on why advertising's creative devices have changed in recent years, how art reflects broader societal trends and the authors, media and music that inspire him.

Heard in the show:Lemon, by Orlando Wood: https://www.amazon.com/Lemon-advertis...Addressing the Crisis in Creativity https://youtu.be/XUXYRf5O5T4Achtung! https://youtu.be/6RU0WzFkhJgSystem 1 Group: https://www.system1group.comIPA: https://www.ipa.co.uk

Welcome to Planner Parley, a show where we come together under a flag of truce to talk about small agency planning. Planner Parley is brought to you by the 4A's (The American Association of Advertising Agencies). This week, we're delving into a repair manual for the creativity crisis by author Orlando Wood, chief innovation officer at System1 Group in London, England. He joins John Roberts, CSO at Truth Collective in Rochester, New York, to share his revolutionary new book, “Lemon. How the advertising brain turned sour” – and what we can do about it. Join them as they dig into why fame, feeling and fluency are at the heart of what brands need to be doing, why they aren't, and what it means for agencies. Key Takeaways: Why advertising sours and how we can sweeten our work through character, incident and place Connecting with the real world through the right brain Why left-brain dominance is driving more than it should and what to do about it Emotion doesn't just mean sentimentality Why the brief is broken and how to remedy it

Welcome to Planner Parley, a show where we come together under a flag of truce to talk about small agency planning. Planner Parley is brought to you by the 4A's (The American Association of Advertising Agencies). This week, we’re delving into a repair manual for the creativity crisis by author Orlando Wood, chief innovation officer at System1 Group in London, England. He joins John Roberts, CSO at Truth Collective in Rochester, New York, to share his revolutionary new book, “Lemon. How the advertising brain turned sour” – and what we can do about it. Join them as they dig into why fame, feeling and fluency are at the heart of what brands need to be doing, why they aren’t, and what it means for agencies. Key Takeaways: - Why advertising sours and how we can sweeten our work through character, incident and place - Connecting with the real world through the right brain - Why left-brain dominance is driving more than it should and what to do about it - Emotion doesn’t just mean sentimentality - Why the brief is broken and how to remedy it

Part 2 with Orlando Wood, Chief Innovation Officer, System 1In part 2 of the conversation with Orlando Wood, we continue to explore why the advertising brain has turned sour through Orlando's recently published book Lemon. In this episode, we spend time discussing long term solutions and alternatives to the current advertising environment. Orlando's Drop: The Range: Why Generalists Triumph In a Specialized WorldPhilip's Drop: The Alphabet Vs. The Goddess – Leonard Schlain

Part 1 with Orlando Wood, Chief Innovation Officer, System 1In this week's episode Philip talks with Orlando Wood, Chief Innovation Officer, System 1 and author of Lemon: How The Advertising Brain Turned Sour. Philip and Orlando dissect the findings in Lemon discussing advertising effectiveness, the dynamics of left brain/right brain thinking and why it matters so much toward creativity and how culture has flattened and what that means for brands. Orlando's Drop: The Range: Why Generalists Triumph In a Specialized WorldPhilip's Drop: The Alphabet Vs. The Goddess – Leonard Schlain