Orlando Wood
Understand what makes advertising actually work with Orlando Wood, creative effectiveness expert and Chief Innovation Officer at System1. Orlando helps brands create emotionally resonant campaigns through right-brain thinking principles. Author of three influential books, recognised by ARF, AMA, and ESOMAR, and creator of the Advertising Principles Explained course.
London, United Kingdom
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Chief Innovation Officer at System1 and Honorary Fellow of the Institute of Practitioners in Advertising, Orlando has authored three influential books: Lemon, Look Out, and Hold Me Tight. He co-hosts the Never Mind the Adverts podcast and has received recognition from the ARF (Great Minds Distinction Award), AMA (4 under 40), and ESOMAR (Best Methodology), amongst others, for his research on creative effectiveness and emotional impact in advertising.
Orlando's work helps brands solve a critical problem: modern advertising has lost its ability to capture attention and create lasting impact. Drawing on neuroscience, advertising history, and the creative arts, he reveals how right-brain thinking drives emotional connection and, in turn, commercial success. He also coined the term Fluent Device, which is now widely used across the industry. Through his Advertising Principles Explained course, Orlando translates years of research into practical frameworks that marketers can apply immediately.
Audiences leave Orlando's presentations with specific tools to create more memorable advertising, a deeper understanding of how attention and emotion drive effectiveness, and actionable principles for building campaigns that move people and grow brands. His visual, humorous style makes complex research accessible and immediately useful.
Book Orlando to learn why your advertising isn't working and exactly how to fix it.
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