Orlando Wood

Orlando’s research is a unique combination of neuroscience, cultural history and advertising research, which describes and explains a change in creative style that has occurred in today’s technologically-disrupted world – one that has undermined advertising effectiveness. Importantly, Orlando’s work also provides evidence and guidance to show how we might reverse this. Orlando led the IPA’s Creativity and Effectiveness research in 2017, 2018, 2019 and 2020, looking at the greater effectiveness associated with fluent devices, a term he coined, and the features of advertising that sustain attention and elicit an emotional response. In 2022, Orlando collaborated with Peter Field and Karen Nelson-Field to present ‘Triple Jeopardy’ at The Cannes Lions Festival, describing the three threats to advertising effectiveness. Orlando’s work has influenced thinking and practice in research, marketing and advertising, earning him recognition from the ARF, the AMA, Jay Chiat, ISBA, the MRS, ESOMAR and the IPA.