Orlando Wood: Transforming the World of Creative Effectiveness in Advertising
In the modern world of marketing, where brands compete for mere seconds of attention, few voices have influenced the conversation on creativity and effectiveness as much as Orlando Wood. A scholar of the humanities turned advertising innovator, Orlando Wood has carved a unique place in the industry by combining neuroscience, behavioural science, and the arts with practical marketing insights. His work challenges conventional practices, revealing why much of today’s advertising fails to resonate, and how it can once again connect with human emotion.
Early Life and Academic Background
University Studies
Orlando Wood’s academic journey reflects his deep interest in culture, history, and human expression—foundations that would later shape his advertising philosophy.
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University of Exeter: He completed his Bachelor of Arts in French and German in 1996, immersing himself in languages and literature that honed his understanding of storytelling and cultural nuance.
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University of Oxford: He went on to earn a Master of Studies in Research Methods, focusing on 17th-century French literature. This postgraduate study nurtured his appreciation of historical context, symbolism, and artistic methods—skills that would resurface in his later analysis of advertising trends.
Professional Career
Early Career Foundations
Orlando Wood began his professional journey in the late 1990s, working with Simon Godfrey Associates (SGA Production Services). Over a period of seven years, he served as Associate Director, developing research expertise and building a foundation in client strategy.
In 2005, he briefly joined Research International as an Associate Director, sharpening his research methodology skills in a global context.
Joining System1 Group
The most defining chapter of Orlando’s career began when he joined System1 Group (then known as BrainJuicer). His career progression within the organisation shows both his influence and innovation:
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Client Director (2005–2010): He worked closely with major clients, bringing behavioural insights into marketing practice.
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Managing Director, BrainJuicer Labs (2010–2017): In this role, he led research and innovation projects, developing methods that challenged standard marketing testing.
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Chief Innovation Officer (2017–Present): As CIO, Orlando Wood has become one of the leading voices in shaping System1’s vision. He has steered the company’s approach to advertising testing alongside key figures such as Jon Evans, John Kearon, and Will Headley.
Over more than 20 years at System1, Orlando has pushed forward research rooted in psychology, neuroscience, and the creative arts.
Intellectual Contributions
Rooted in Neuroscience and the Arts
What sets Orlando Wood apart is his ability to connect scientific understanding with the timeless principles of art. He has argued that creativity in advertising must appeal to both left-brain and right-brain thinking, balancing logic with emotional storytelling. His research demonstrates that advertising which entertains, tells stories, and features human characters builds stronger memory structures and long-term brand equity.
The Concept of the Fluent Device
One of his most notable contributions to advertising theory is the Fluent Device. This term describes recurring characters or scenarios that brands use to embed themselves in culture and memory—think of mascots, jingles, or recognisable storylines. By coining this concept, Orlando offered marketers a practical tool to achieve consistency and familiarity, crucial ingredients for advertising effectiveness.
Publications
Lemon: How the Advertising Brain Turned Sour (2019)
In Lemon, Orlando Wood explored how modern advertising has become overly rational, literal, and stripped of emotion. Drawing from neuroscience, he demonstrated that this left-brain dominated approach reduces the power of advertising to connect with audiences. The book served as both diagnosis and warning, urging brands to rediscover creativity and emotion.
Look Out (2021)
Building on Lemon, Look Out presented solutions. It highlighted the value of attention, storytelling, and broad cultural connection. By drawing parallels between advertising and art history, Orlando showcased how brands can once again make advertising entertaining, humane, and memorable.
Both books became highly influential within the Institute of Practitioners in Advertising (IPA) and beyond, cementing his reputation as one of the leading thinkers of his generation.
Advertising Principles Explained (a.p.e.)
To bridge research and practice, Orlando Wood developed Advertising Principles Explained (a.p.e.), a course designed to guide marketers, agencies, and brands in creating advertising that works. The course distils insights from his books, combining evidence with actionable principles.
Delivered at industry events such as Cannes Lions, the IPA, and The Marketing Academy, the a.p.e. programme has become an essential resource for professionals seeking to create campaigns that not only capture attention but also drive long-term growth.
Media and Thought Leadership
Never Mind the Adverts
Orlando Wood also co-hosts the Never Mind the Adverts podcast with Jon Evans. This platform allows him to explore topical issues in advertising, blending industry analysis with creative insight. Through this, he continues to influence practitioners and students of marketing alike.
Collaborations and Influence
He has worked with some of the most respected names in advertising effectiveness, including Sir John Hegarty, Peter Field, and Karen Nelson-Field. His collaborations ensure that his research not only challenges theory but also guides practical application in leading agencies and brands.
Recognition and Awards
Orlando Wood’s contributions have been widely recognised:
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Honorary Fellow of the IPA (2020): A prestigious honour acknowledging his impact on advertising practice.
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4 Under 40 Marketing Research Emerging Leader Award (2011): Awarded by the American Marketing Association.
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ARF Innovation Award for Research Distinction (2011).
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David Winton Research Effectiveness Award (2010).
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MRS Best Paper Award (2010).
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ISBA Advertising Effectiveness Award (2007).
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ESOMAR Best Methodology Paper Award (2007).
These accolades underscore his reputation as both an innovator and thought leader.
Philosophy and Legacy
Diagnosing the Decline
At the core of Orlando Wood’s research lies a stark diagnosis: modern advertising has lost its ability to capture attention, stir emotion, and create lasting cultural impact. By focusing too narrowly on data, metrics, and immediate sales, the industry has overlooked the human need for narrative, humour, and empathy.
Offering Solutions
Unlike critics who stop at diagnosis, Orlando Wood offers practical solutions. Through his books, courses, and talks, he encourages brands to:
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Use characters and recurring devices to build familiarity.
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Tell stories that connect emotionally with audiences.
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Re-embrace the artistic, cultural, and entertaining aspects of advertising.
Conclusion
Orlando Wood is not only a Chief Innovation Officer and author but also a cultural thinker whose influence extends far beyond the boardroom. His career demonstrates how deep knowledge of history, literature, and neuroscience can revolutionise modern marketing.
Through his books Lemon and Look Out, his a.p.e. programme, his podcast, and his collaborations with industry leaders, Orlando Wood has transformed how we understand creative effectiveness. His central message is both timeless and urgent: for advertising to work, it must entertain, engage, and connect with the human spirit.
In a world where so much advertising fails to leave an impression, Orlando Wood continues to provide the principles and vision needed to restore creativity to its rightful place at the heart of brand building.
