In this episode of The Six Sells Podcast, Mike Nicholson from Six Sells speaks with Orlando Wood from System 1 about advertising effectiveness, why it is in decline, and what we can do about it.

A study that looked at more than 15 years of TV advertising found that it was the right-brain elements of advertising that were most effective. Elements such as dialogue, one scene unfolding with progression (story), play on words, music with melody, distinctive accents, and characters (voice, movement, expression) were found to be the most effective, yet their use is in decline.

Orlando Wood is Chief Innovation Officer, System1 Group, Author of Lemon and Look Out (IPA).