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Advertising has lost its power to persuade, entertain and make people feel. How did we lose this power and how can we get it back?

This ground-breaking new book by Orlando Wood, Chief Innovation Officer of System1 Group, shows how a shift in thinking styles is undermining creativity and making advertising less effective.

The way our brains see and process the world affects our whole approach to work and creativity.

Using neuroscience, cultural history and advertising research, Lemon.’ describes how abstract, left-brain thinking has swept across business and popular culture.

In advertising, this has led to a flatness and a drive for authenticity that work against producing great creative campaigns. It is stripping communications of humanity, and turning advertising sour.

Drawing on the IPA Effectiveness Databank and System1 Group’s advertising database, Lemon.’ lays out an alternative approach to creativity that can restore advertising’s impact and effectiveness.

It will challenge how you think about advertising.  It could change how you think, full stop.

Download a Slice of Lemon presentation or watch Orlando’s presentation from EffWeek 2019 here.

Do you know your thinking style? Take this quiz to find out.

Copies of the full report are available from www.ipa.co.uk priced at £25 + P&P for IPA members, £50+P&P for non-members.

You can also buy it at the non-member price from Amazon.

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA