Orlando Wood is Chief Innovation Officer of the System1 Group, Honorary Fellow of the IPA and author of the IPA’s best-selling and widely acclaimed publication, Lemon (2019). He is also co-author of System1, Unlocking Profitable Growth (2017). In Lemon, Orlando draws on a unique combination of neuroscience and cultural history to describe a change in advertising style that has occurred over the last 15 years and which is undermining advertising effectiveness. He also explains the steps that advertisers and agencies should take to reverse the decline. Orlando led the IPA’s Creativity and Effectiveness in 2018 and 2019, and in particular examined the performance of fluent devices, a term he coined in work he presented at EffWeek in 2017 and 2018. His work has influenced thinking and practice in research, marketing and advertising, winning him awards from the ARF, the AMA, Jay Chiat, ISBA, the MRS and ESOMAR.