Monday March 30, 2020

How advertising lost its character, and how it might find it again

Marketing expert Orlando Wood says the industry’s ‘flatter and more abstract’ campaigns are failing to elicit an emotional response from audiences

1st March, 2020
3
Orlando Wood believes that advertising has become very abstract and no longer sustains attention. Picture: Fergal Phillips

For Orlando Wood, the talking meerkats in the Compare the Market adverts are not just a cute gimmick. They are a symbol of something valuable that the advertising world is fast forgetting.

The London-based marketing researcher has a pessimistic view of his industry. He published a book last year, Lemon, with the subtitle: “How the advertising brain turned sour”.

In it, Wood argues that, in the past 15 years or so, advertising has...

Subscribe from just €1 for the first month!

Exclusive offers:

All Digital Access + eReader

Trial

€1

Unlimited Access for 1 Month

Then €19.99 a month after the offer period.

Get basic
*New subscribers only
You can cancel any time.

Annual

€200

€149 For the 1st Year

Unlimited Access for 1 Year

You can cancel any time.

Quarterly

€55

€42

90 Day Pass

You can cancel any time.

Team Pass

Get a Business Account for you and your team

Share this post

Related Stories

If the crisis lasts for about three months, most Irish media outlets will be able to survive. Any longer than that, and it will be game over for many of them

Willie O'Reilly | 1 day ago

With spending down across the board, what’s important for brands and advertisers now is supporting their communities and adapting to their needs

Elaine O'Regan | 1 day ago

Big Seven Media runs a lifestyle platform aiming to provide clutter-free travel content

Róisín Burke | 1 day ago