S2 EP7: Lemon: How the advertising brain has soured

Enjoy this episode from our vaults. Season 4 starts mid-September. This week, we’re delving into a repair manual for the creativity crisis by author Orlando Wood, chief innovation officer at System1 Group in London, England. He joins John Roberts, CSO at Truth Collective in Rochester, New York, to share his revolutionary new book, “Lemon. How the advertising brain turned sour” – and what we can do about it. Join them as they dig into why fame, feeling and fluency are at the heart of what brands need to be doing, why they aren’t, and what it means for agencies.

Key takeaways:

• Why advertising sours and how we can sweeten our work through character, incident and place
• Connecting with the real world through the right brain
• Why left-brain dominance is driving more than it should and what to do about it
• Emotion doesn’t just mean sentimentality
• Why the brief is broken and how to remedy it