Lemon: How Entertainment is the Path to Profit

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Orlando Wood speaks at event in partnership with the Marketing Institute and Boys+Girls
Lemon: How Entertainment is the Path to Profit

In partnership with the Marketing Institute, Boys+Girls presented 'Lemon – How Advertising that Entertains Us is the Path to Profit'. At the sold out event, Boys+Girls hosted the author Orlando Wood who spoke about how his best-selling book, Lemon (IPA, 2019) articulates a change in advertising style that has occurred over the last 15 years and links this to falling advertising effectiveness.

Referencing the human brain and how it attends to the world, Orlando revealed 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. Illustrating how the brain attends to art, sculpture, music – and advertising – Orlando offered guidance on the type of advertising that moves and entertains audiences, and so achieves profitable growth for brands. This was further backed up by independent research into advertising effectiveness by the IPA in London. 

Aoife Murphy, executive strategic director at Boys+Girls followed Orlando and offered five rules for creating entertaining advertising work that delivers greater effectiveness for brands. Aoife took Orlando’s research and theory and added a local Irish context, showing Irish examples of creative work to illustrate her five rules. 

Boys+Girls founder Pat Stephenson, who introduced Orlando at his first ever Irish appearance said: “Advertising is all about creativity and effectiveness – without them there is no engagement or resonance. Orlando’s thought-provoking book now makes marketers recognise the importance of entertainment as a means of profitable brand-building.”  

Attendees at this sold out event all received a copy of the book ‘Lemon’. 

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Boys+Girls, 4 months ago