Orlando Wood is Chief Innovation Officer of System1 Group and member of the IPA Effectiveness Advisory Board. Co-author of System1: Unlocking Profitable Growth (2017), and author of Lemon: How the Advertising Brain Turned Sour (2019) his research on advertising effectiveness draws on psychology and how the brain works.

His work has influenced thinking and practice in research, marketing and advertising, winning him awards from the ARF (Great Minds Distinction Award), the AMA (4 under 40), Jay Chiat (Gold Award for Research Innovation), ISBA (Ad Effectiveness Award), MRS (Best Paper and Research Effectiveness Awards) and ESOMAR (Best Methodology).

Orlando led the IPA’s Creativity and Effectiveness research for Effectiveness Week in 2018 and 2019. He has repeatedly worked with Peter Field and the IPA Effectiveness Databank to demonstrate the long and broad effects achieved by emotional advertising.