Has Advertising's Brain Turned Sour?



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.


“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