The advertising brain has stopped working properly. It has lost its power to persuade, its ability to make people feel, and its talent to entertain. How has this happened? And is there anything we can do about it?
The latest publication from the IPA, written by Orlando Wood, Chief Innovation Officer, System1, argues that a golden age for advertising technology has been far from a golden age for advertising creativity.
He shows how today's analytical culture has sent the industry's admired reputation for creativity into reverse. In place of a creative Renaissance, he maintains, we are now witnessing nothing less than a creative Reformation, a 'stripping of the altars'. Reducing what was once dazzling art form to dreary science. So how should agencies and clients correct the wrong turn we have taken?
Lemon. chronicles the decline in creative effectiveness, identifies why it has happened and provides tangible solutions to reverse it.
See what the industry's leading minds think of Orlando's latest effectiveness work.
Lemon. will be released at various events throughout the next few months.
Orlando will be presenting his findings live at EffWeek 2019.
A special screening of the inspiration behind the book, The Divided Brain.
We'll be launching the book at an exclusive event at the Renaissance Hotel in St. Pancras.
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