A golden age of advertising technology has not led to a golden age of advertising effectiveness, according to a new major publication released today (15 October) at the annual EffWeek conference in London.

In Lemon: How the advertising brain turned sour, Orlando Wood, chief innovation officer at market research company System1 Group, argues that advertising campaigns have fallen victim to a large-scale attentional shift in society, identifies a surprising cause and proposes several concrete solutions.

The book was published by the UK’s Institute of Practitioners in Advertising. The IPA provided me and The Drum with a review copy prior to the EffWeek event.

According to Wood, advertising brings long-term growth primarily through creative and emotional brand building. But short-termism and media industry changes have led to a crisis in creativity that is hurting effectiveness. Over the past 30 years, western culture – from music to film to television to advertising – has moved from ‘whole-brained creativity’ to ‘left-brained creativity.’

Sourced through Scoop.it from: www.thedrum.com