Orlando Wood

Orlando Wood is System1’s Chief Innovation Officer, Honorary Fellow of the IPA and one of the world’s foremost authorities on advertising and creative effectiveness. A pioneering thinker, Orlando wrote the IPA publications Lemon and Look out, which blend neuroscience, behavioural science and cultural history with System1 data and the IPA Databank to reveal how the digital age has reshaped advertising and its effectiveness. Through his groundbreaking research, Orlando has redefined how the industry understands creative impact, highlighting the role of ‘showmanship’ in building brands, profit and growth. His work has set a clear benchmark for what makes advertising effective in today’s attention economy.

His course, a.p.e. (advertising principles explained), produced by Sir John Hegarty and The Business of Creativity, in association with System1 and the IPA, explores the history of the two schools of advertising - "showmanship" and "salesmanship" - and describes the creative principles that drive connection with audiences and so also advertising effectiveness. 

Orlando’s insights have been shared on global stages including Cannes Lions, 4As, WARC, MAD//Fest and the IPA. He regularly collaborates with the industry’s most influential figures, including Peter Field, who appears alongside him in System1’s latest film, Measuring the Magic. It explores the origins of System1’s Star Rating and its role in predicting creative effectiveness, while also capturing the broader story of creative effectiveness to have emerged in advertising today.

Orlando has won recognition from the ARF, AMA, ESOMAR, MRS and the IPA for his contribution to the industry.