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    Pundit

    Orlando Wood

    1 receipt • Tracked since Aug 2026

    Chief Innovation Officer at System1; author of Lemon. and Look out.

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    — Filed —

    1 receipt

    2019

    1 prediction
    1. Oct 1, 2019Called it.
      “From "Lemon." (IPA, 2019): Creative effectiveness is in decline. The "effectiveness multiplier" for creatively awarded work has fallen, and campaigns produce fewer large business effects - with the book’s thesis that advertising’s turn to flat, abstract, left-brain styles is the cause and will keep suppressing effectiveness until the style changes.”

      IPA databank follow-ups and System1’s own testing kept documenting weak business effects from the dominant flat/abstract ad style; pairs with Field’s crisis report and Binet’s death-spiral warning. (Date shown is month-accurate.)