The short version

Orlando Wood predicted on October 1, 2019: “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.” Verdict: Called it.…

Prediction by

Orlando Wood

On October 1, 2019

“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.”

Follow-up

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.)

From the High Caliber AI network — see the AI for PR module in the course.