In this discussion Orlando Wood (Chief Innovation Officer, System1) explains how advertising effectiveness hinges on the interplay between showmanship and salesmanship. 

He traces back to a change in 2005–2006, a digital pivot, after which we have seen the erosion of emotional creativity. Orlando explains the power of fluent devices, platform-specific behaviours (including TikTok), the 3 Fs framework, the true nature of creativity, and the enabling—albeit maybe limited—role of AI.

More insights and videos at https://www.ro-ar.com