Orlando Wood
Opinion
04 November 2021
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How do you create effective and memorable advertising in a world that seems to be turning inwards?
Opinion
24 June 2020
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Orlando Wood, Chief Innovation Officer of System1, describes the change in creative style that’s occurred over the last 15 years and how it has undermined effectiveness. With advertising spend moving to online channels, what features drive long-term brand growth online? What work is connecting today and how should advertisers think about creativity as we emerge from the crisis.
Opinion
02 March 2010
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What is the route to advertising effectiveness? Research and Marketing functions have long believed that the delivery of a well-branded and persuasive message with ‘impact’ is the answer. What many people don’t realise, however, is that this ‘persuasion’ or ‘information-processing’ theory of how advertising works actually has its origins in early face-to-face selling manuals, which were translated into a framework for print advertising well before the advent of TV, and when the internet was but a far-off dream.
