Uncensored CMO Never Mind The Adverts 2025 Review with Orlando Wood
Dec 31, 2025
Orlando Wood, a marketing and advertising effectiveness expert from System1, joins Jon Evans for a festive review of the year's biggest marketing moments. They discuss the 'Multiplier Effect' that highlights the synergy between brand and performance marketing. The conversation also dives into the creative challenges of dull media and the importance of emotional resonance in campaigns. Additionally, they analyze the rise of pause-screen advertising and share highlights from memorable Christmas campaigns, including Aldi's beloved Kevin the Carrot.
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Episode notes
Brand + Performance Multiplies ROI
- Combining brand and performance delivers a multiplier effect greater than performance alone.
- Brand investment produces the biggest uplift and performance is a smaller incremental gain.
Creative Fluency Drives Long-Term Impact
- Creative quality (emotion and fluency) strongly predicts advertising effectiveness.
- Audiences get bored long before advertisers pull campaigns, so longevity matters.
Attention, Not Just Reach, Explains Waste
- Low-attention 'dull' media wastes enormous ad spend compared with high-attention media.
- Attention-adjusted metrics make TV comparatively cheap and highly valuable, even for Gen Z.
