Lemon. How Advertising that Entertains is the Path to Profit


We hope you will join us for this exciting event in partnership with Boys+Girls where Orlando Wood will speak for the first time to an Irish audience. Orlando is the author of a new bestselling and widely acclaimed IPA publication, Lemon (2019), building on the ground-breaking effectiveness works of Peter Field and Les Binet.

Lemon describes a change in advertising style that has occurred over the last 15 years and links this to falling advertising effectiveness. Referencing the brain and how it attends to the world, Orlando will reveal how an attentional shift in the 21st Century – in society, business and advertising – has led to flatter, more abstract and devitalised work; an advertising style that is diametrically opposed to effectiveness. Describing how the brain attends to art, sculpture, music – and advertising – he will offer guidance on the type of advertising that moves and entertains audiences, and so achieves profitable growth for brands.

All attendees will receive a complimentary copy of the bestselling and widely acclaimed book, Lemon (2019, RRP £53).

“The most thorough, useful and insightful examination of commercial creativity and how to use it that I have ever seen”

– David Meikle, Author of How to Buy A Gorilla

“Just when you are starting to think that books on advertising effectiveness are all rather similar, along comes Orlando’s book. A book you will want to read.”

– Peter Field

“An urgent wake-up call and a simple rallying cry for us all – ‘we need to entertain for commercial gain’.”

– Sarah Carter, Global Planning Partner, adam&eveDDB

“This is one of the most important advertising books of recent times – everybody needs to read it”

– Andrew Tenzer, Director or Group Insight/Reach PLC


27 February 2020,7.45am - 10am


The Iveagh Garden Hotel,
72/74 Harcourt St,
Saint Kevin's,
Dublin 2


Orlando Wood


Rachel Bowers
01-216 0157



Member Price: €75 | Non-Member Price: €100




Chief Innovation Officer, System1

Orlando Wood

Orlando Wood is Chief Innovation Officer of the System1 Group, member of the IPA’s Effectiveness Advisory Board and author of the IPA’s acclaimed publication, Lemon (2019). He is also co-author of System1, Unlocking Profitable Growth (2017). His research on advertising draws on psychology and studies of how the brain works. Orlando led the IPA’s Creativity and Effectiveness research for Effectiveness Week in 2018 and 2019. His work has influenced thinking and practice in the research, marketing and advertising, winning him awards from the AMA, ARF, MRS, ISBA, Jay Chiat and ESOMAR.