Lemon (IPA, 2019)

The latest publication from the IPA, written by Orlando Wood, Chief Innovation Officer, System1, argues that a golden age for advertising technology has been far from a golden age for advertising creativity. He shows how today's analytical culture has sent the industry's admired reputation for creativity into reverse. In place of a creative Renaissance, he maintains, we are now witnessing nothing less than a creative Reformation, a 'stripping of the altars'. Reducing what was once dazzling art form to dreary science. So how should agencies and clients correct the wrong turn we have taken? Lemon chronicles the decline in creative effectiveness, identifies why it has happened and provides tangible solutions to reverse it.