Advertising must look outward in times of change

Recent advertising aesthetics have been focusing on the wrong kind of attention, argues Orlando Wood, with profound implications for the effectiveness of creative campaigns.

Most advertising conferences feature tightly choreographed presentations in which the speaker toes a line, gives little away, and seeks to evidence a linear success story.

Not Orlando Wood, the mercurial presence who serves as research agency System1’s chief innovation officer. At EffWorks (October 2021), he treated the audience to paintings by Albrecht Dürer, Hieronymus Bosch, Giorgio de Chirico, Picasso, El Lissitsky

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