Orlando Wood

Chief Innovation OfficerSystem1

Orlando Wood is Chief Innovation Officer of System1, the world’s leading marketing decision-making platform, Honorary Fellow of the IPA and member of the IPA’s Effectiveness Leadership Group. Author of Look out (IPA, 2021), Lemon (IPA, 2019) and co-author of System1, Unlocking Profitable Growth (2017), his research on advertising effectiveness draws on psychology and a study of the creative arts. Orlando is also a keen watercolour artist and a semi-proficient pianist.

Orlando’s work has influenced thinking and practice in research, marketing and advertising, winning him awards from ARF (Great Minds Distinction Award), AMA (4 under 40), Jay Chiat (Gold Award for Research Innovation), ISBA (Ad Effectiveness Award), MRS (Best Paper and Research Effectiveness Awards) and ESOMAR (Best Methodology).

Orlando 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.

Orlando is a frequent conference speaker and has been published in the Journal of Advertising Research, Admap, and Market Leader.