Recommended reading: Fixing the crisis in creative effectiveness and challenging mediocracy

Lemon: A repair manual to reverse the crisis in creative effectiveness
By Orlando Wood  
Based on the premise that advertising has lost its humanity and its ability to entertain, this latest publication from the IPA chronicles the decline in creative effectiveness and seeks to provide tangible solutions to reverse it.
Author Orlando Wood, chief innovation officer at neuroscience agency System 1, posits that short-termism and a general narrowing of focus have resulted in work that is &