Abstract:

Ed Harrison, of System1 Research, the company behind the acclaimed, best-selling IPA publication, Lemon (2019), describes a change in advertising style that has occurred over the last 15 years and links this to falling advertising effectiveness.

Ed will share that a golden age for advertising technology has been far from a golden age for advertising creativity. Referencing the brain and how it attends to the world, he'll 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.

Lemon chronicles the decline in creative effectiveness, identifies why it has happened and provides tangible solutions to reverse it.