Orlando Wood

We are delighted to invite the marketing community to join us for:

Look out.
How we can all profit by rebuilding Advertising Effectiveness.

The Marketing Institute and Boys+Girls are delighted to invite you to a talk with Orlando Wood in his first in person talk in Ireland in over two years.

Orlando’s new book, Look Out, published by the IPA is a further exploration into advertising effectiveness and most importantly how we can all help make our work better. As he explains ‘Brand-building advertising will become more important in a technologically-disrupted world, not less’. This session will
bring the key tenets and principles to life specifically for an Irish audience.

Please note that all attendees will also receive a complimentary copy of LOOK OUT (RRP €65) as part of their ticket price.


8 June 2022,09:30AM-11:30AM


The Mayson Hotel, 82 North Wall Quay, North Dock, D01 XR83


Orlando Wood


Monica Hallinan



Members: €75 Non-Members: €100



Chief Innovation Officer of System1 Group

Orlando Wood

Orlando is Chief Innovation Officer of System1 Group and Honorary Fellow of the Institute of Practitioners in Advertising. He is also a member of the IPA’s Effectiveness Leadership Group. Author of Lemon (IPA, 2019), Look out (IPA, 2021), co-author of System1, Unlocking Profitable Growth (2017), his research on advertising effectiveness draws on psychology and a study of the creative arts.

Orlando’s work has influenced thinking and practice in the research, marketing, and advertising and led the IPA’s Creativity and Effectiveness research for Effectiveness Week in 2018, 2019 and 2020. He has repeatedly worked with Peter Field and the IPA’s DataBank to demonstrate the long and broad effects achieved by emotional advertising, including the performance of fluent devices, a term he coined.









Chief Strategy Officer + Founder

Margaret Gilsenan

Margaret is responsible for the running of the Planning department and her role is to oversee all strategic development and planning in Boys+Girls. She ensures the strategy created meets the client’s requirements

and adheres to the high strategic standards required of all work in

Boys+Girls. Previously Planning Director at McConnells Advertising for 19 years, Since co-founding Boys + Girls, she has developed communications strategies for many of Ireland’s leading and most popular brands. She is also previously a Board Member of Plan International Ireland, the global children’s development charity and remains on their Marketing & Fundraising Committee.


She is currently a Board Member of IAPI (since 2018), and previously on the Marketing Society.