Will Goodhand heads Communications Research globally for System1 PLC, the leaders in long-term advertising effectiveness. Will leads teams in applying these approaches for the world’s consumer marketers, providing guidance in how to optimise creative and campaigns for maximum effectiveness. Will was recently part of the British Government mission to the South by South West Conference in Austin, Texas, pointing the way to more entertaining, effective and trusted advertising. He is also fresh from the ESOMAR Global Market Research Congress, where he delivered a paper on Long & Short-term effectiveness in the field of Not For Profit advertising. In his spare time, Will’s own cultural excursions include creative writing, stand-up comedy and performing in musical theatre!
Dvorana Europa, 28.11.2019 at 11:40-12:00
“Lemon” – Addressing the Crisis in Creativity
"Will will be sharing the analysis which in the publication Lemon forms the centrepiece of the IPA (Institute of Practitioners in Advertising) Effectiveness work 2019. He assesses how certain changes in creative style align with falling advertising effectiveness. Referencing the brain and how it attends to the world, he’ll reveal how an attentional shift in the 21st Century – in business and society – has led to flatter, more abstract and devitalised work; an advertising style diametrically opposed to effectiveness… Describing how the brain attends to art, sculpture and music, he will offer guidance on the type of advertising that moves and entertains audiences, and so achieves profitable growth."