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Orlando Wood

10 Podcast Episodes

Latest 28 Aug 2021 | Updated Daily

Weekly hand curated podcast episodes for learning

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Episode #44: Orlando Wood - Advertising and Behavioral Science Expert, Author, Watercolorist

Rock n' Roll Research Podcast

You may know Orlando Wood as the Chief Innovation Officer at System1, a foremost thought leader on behavioral science and advertising, or the author of the acclaimed book on advertising, “Lemon: How the Advertising Brain Turned Sour.” For those who’ve enjoyed “Lemon,” he has another book due out this October.You may not know that Orlando is a studious and talented watercolorist. He draws keen, common lessons among the disciplines of research, advertising, writing and art (“It’s important to respect spontaneity . . . and mistakes that you think are mistakes but might actually turn into something really interesting.”).Orlando shares his insights on why advertising’s creative devices have changed in recent years, how art reflects broader societal trends and the authors, media and music that inspire him.

32mins

13 Aug 2021

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Uncensored CMO - Achtung! How to create and sustain attention - Orlando Wood

Feel More Buy More

Here's what we covered in this episode: Who is Orlando and what is Lemon all about? Have the insights in Lemon changed on the back of the Coronavirus crisis? How emotion plays out in online video Why emotion is imperative online when you only have 6 seconds to capture people's attention Why you don't just need to be rational because your ads are targeted Brands should be using online advertising not only for activation, but also for brand building Examples of brands and ads doing this well How advertising is similar to writing a novel and art Why we've lost some humility in our advertising What the vital ingredients are to make online advertising work effectively

30mins

2 Nov 2020

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Achtung! How to create and sustain attention - Orlando Wood, System1

Uncensored CMO

Here's what we covered in this episode: Who is Orlando and what is Lemon all about? Have the insights in Lemon changed on the back of the Coronavirus crisis? How emotion plays out in online video Why emotion is imperative online when you only have 6 seconds to capture people's attention Why you don't just need to be rational because your ads are targeted Brands should be using online advertising not only for activation, but also for brand building Examples of brands and ads doing this well How advertising is similar to writing a novel and art Why we've lost some humility in our advertising What the vital ingredients are to make online advertising work effectively Follow me: Twitter | @uncensoredCMO LinkedIn

30mins

18 Oct 2020

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Creative effectiveness in a crisis - Orlando Wood

Uncensored CMO

Orlando Wood is the chief innovation officer at System1, and author of the IPA's best-selling book, Lemon. He also happens to be my colleague.What we cover: What is Lemon all about? How right-brained attributes in advertising can help long term brand building What impact will the Coronavirus have on the left-right brained way we think of the world? Should you continue doing the 'Covid-Ads' or should you stick to what you know? Can old Ads really be effective? Should brands go into the archives? Follow me: Twitter | @uncensoredCMO LinkedIn Contact me: Website | www.uncensoredcmo.com Email – jon@uncensoredcmo.com

31mins

13 May 2020

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Wax Lyrical, Business as Unusual | right brain thinking and creativity, with System1's Orlando Wood

The Marketing Society podcast

The Wax Lyrical podcast team are joined by System 1’s Chief Innovation Officer Orlando Wood, who explains how applying right brain thinking to creativity produces better results. Drawing from his fascinating book “Lemon”, he discusses why there might be a post COVID creative renaissance; why some new low budget, low production value, user-generated COVID-aware ads are performing better than Cannes winners; and has tips for brands making new ads using UGC on staying distinctive. Orlando dissects his favourite right-brain ad of all time, and reviews new campaigns from Aldi, Virgin Media, and Bold.

36mins

20 Apr 2020

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Episode 2: Driving advertising effectiveness in lock-down: Orlando Wood, System 1

Wax Lyrical the scale-up marketing podcast

In our special Business as Unusual Wax Lyrical podcasts we chat about the ways our businesses can get through the crisis. Mark Runacus and Paul Jacobs speak to System 1’s Chief Innovation Officer Orlando Wood who explains how applying right brain thinking to our creativity will produce better results. Drawing from his fascinating book “Lemon”, he discusses why there might be a post COVID creative renaissance, why some new low-budget, low production value, user-generated COVID-aware ads are performing better than Cannes winners, and has tips for brands making new ads using UGC on staying distinctive. Orlando dissects his favourite right-brain ad of all time, and joins us in reviewing new campaigns from Aldi, Virgin Media, and Bold +++++ LINKS +++++ https://www.linkedin.com/in/orlando-wood-6a62946/ +++++ https://system1group.com/ +++++ Orlando’s Book “Lemon” https://www.amazon.co.uk/Lemon-advertising-brain-turned-sour/dp/0852941471/ +++++ Orlando’s Effweek presentation https://youtu.be/XUXYRf5O5T4 +++++ Download Mark’s Runacus’ summary of recent COVID-related consumer research https://bit.ly/WaxCOVIDresearch +++++ The Marketing Society https://www.marketingsociety.com/ +++++ Additonal music: Tomorrow's Times by Shane Ivers - https://www.silvermansound.com +++++ Funk In The Trunk by Shane Ivers - https://www.silvermansound.com +++++ Talk to us podcast@wearewaxon.com +++++ Please tell us what you think. Please leave us your review on iTunes. And subscribe. +++++ www.wearewaxon.com +++++ KEEP WELL AND STAY SAFE

36mins

19 Apr 2020

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Wishing for a Right Brained Future- Orlando Wood

Inspiring Futures

Orlando Wood is the Chief Innovation Officer of System 1. System 1 is a research company that has built its reputation in advertising testing and has a proven methodology that links emotional response to marketplace impact. Orlando is also the author of Lemon- published by the IPA, the book examines the world from left and right brain perspective and takes that learning into an evaluation of television advertising which Orlando proves and demonstrates has become a lot more left-brained in recent years. Building on the work of Peter Field and Les Binet, Orlando argues that this is leading to less memorable and less impactful advertising. In the episode, we explore the genesis of the idea, the research work that went into the book and Orlando's thoughts on why we have ended up with more left brain work and some thoughts on where all this might be heading. Sadly, Orlando's talk with the ARF at SXSW was canceled, so I am hoping those who planned to attend can listen to this and get and a very good idea of the great work that Orlando has done. The book Lemon can be found here.https://ipa.co.uk/knowledge/publications-reports/lemon

1hr 6mins

13 Mar 2020

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Creative Effectiveness Roundtable with Orlando Wood, Emily Willing, Rachel Patrick & Heather Hughes

Creativity 2.0 with Guy Vickerstaff

IPA Scotland Chair Guy Vickerstaff hosts a roundtable with System 1's Orlando Wood, The Union's Emily Willing, The&Partnership's Rachel Patrick, and Story's Heather Hughes. They discuss Orlando's book 'Lemon. How the advertising brain turned sour', the creative effectiveness crisis facing adland and what can be done to address it.

29mins

27 Feb 2020

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In conversation with Orlando Wood

IPA AdTalk Podcast

IPA Director General Paul Bainsfair talks to System1's Orlando Wood about the his new book 'Lemon: How the advertising brain turned sour', the #neuroscience behind it and what needs to be done to reverse the crisis in creative #effectiveness facing adland.Lemon is available to buy from ipa.co.uk/lemon 580583

33mins

24 Oct 2019

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Lemon. How the advertising brain turned sour - a chat with the author, Orlando Wood

Feel More Buy More

Today is the launch of 'Lemon. How the advertising brain turned sour', written by System1's Chief Innovation Officer, Orlando Wood.In this episode we go through each chapter and cover the following topics: A creativity crisis – what’s our evidence and how can we compare ad effectiveness when we don’t have financial data? The left and right brain – how does each side view the world? What this means for advertising and the core findings about left- and right-brain elements in advertising How the left brain has become more dominant over time How right-brain elements are more effective but getting rarer Examples of ads with strong elements of each kind Implications for the ad industry What should marketers do differently? The manifesto for change. You can learn more about Lemon here, where you can also pick up a copy of the book.

44mins

15 Oct 2019