Has Advertising's Brain Turned Sour?

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On the 15th October, alongside its annual Effectiveness Week conference, the IPA published Lemon, a book by Orlando Wood, Chief Innovation Officer at System1.

Lemon is a truly groundbreaking book. It mixes cutting edge neuroscience and psychology, cultural history and evidence from the industry’s biggest effectiveness database to tell a story of how advertising has developed - and where it may have gone wrong.

For a taste of the book’s argument, check out this summary of AdMap’s recent preview article.

And once the book is published we’ll be offering A Slice Of Lemon - an exclusive, free to download white paper covering some of the highlights from Orlando’s work. To download it, fill in the form to the right.

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“Just when you are starting to think that books on advertising effectiveness are all rather similar, along comes Orlando’s book. The book is itself a perfect illustration of the virtues it extols: entertaining, unpredictable, deep, broad-ranging and beautifully crafted. A book you will want to read.

- Peter Field