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Lemon. How advertising that entertains is the path to profit.

We’re delighted to announce our upcoming event in partnership with the Marketing Institute of Ireland ( We are hosting Orlando Wood, author of the new bestselling and widely acclaimed IPA publication, Lemon (2019), which builds on the ground-breaking effectiveness works of Peter Field and Les Binet. This will be Orlando’s first time chatting about the new book with an Irish audience. 

So what’s it all about? 

Advertising has lost its power to persuade, entertain and make people feel. How did we lose this power and how can we get it back? 

Lemon describes a change in advertising style that has occurred over the last 15 years and links this to falling advertising effectiveness. Referencing the brain and how it attends to the world, Orlando will reveal how an attentional shift in the 21st Century – in society, business and advertising – has led to flatter, more abstract and devitalised work; an advertising style that is diametrically opposed to effectiveness. Describing how the brain attends to art, sculpture, music – and advertising – he will offer guidance on the type of advertising that moves and entertains audiences, and so achieves profitable growth.

Orlando will take us through his thinking, drawing on the IPA Effectiveness Databank to lay out an alternative approach to creativity that can restore advertising’s impact and effectiveness. It will challenge how you think about advertising. 

It could change how you think, full stop. 

Join us on Thursday 27th February at the Iveagh Gardens Hotel, from 8.00am – 10.00am. Book your place here.