Orlando Wood is Chief Creative Officer at System1, IPA effectiveness author and creator of the advertising course Advertising Principles Explained (a.p.e.). Orlando has spent his career studying what makes advertising work and continues to shape the industry’s understanding of creative effectiveness.
Orlando’s work is rooted in neuroscience, the creative arts and advertising history. His best-selling publications Lemon (IPA, 2019) and Look Out (IPA, 2021), and his course, set out how brands and agencies can create more memorable and more commercially successful advertising.
Orlando steered the development of System1’s advertising testing approach and his research has shaped practices in marketing; ideas such as the Fluent Device (a term he coined) are now widely used across the industry. Orlando collaborates with some of the most respected names in effectiveness, including Sir John Hegarty, Peter Field, Karen Nelson-Field and Adam Morgan.