Showmanship vs Salesmanship feat. Orlando Wood (Chief Innovation Officer, System1 Group)

Описание: In Episode 19 of The Indian AdGeek, we are joined by the man who is literally rewriting the repair manual for the advertising brain: Orlando Wood, Chief Innovation Officer at ⁠System1⁠ and author of the seminal works ⁠Lemon⁠ and ⁠Look Out.⁠

Western advertising is in a "crisis of effectiveness"—becoming flat, literal, and devitalised. But is India, with its love for music, dance, and high-context storytelling, the last standing fortress of "showmanship"?

We discussed:

The Roman Empire to Reels: Why 15th-century art is the secret key to understanding why your IG Reels aren't working.

The WWE Analogy: Why great advertising needs a "slow-burn" storyline.

The India Advantage: Why the Indian film industry and cultural "masala" might be saving us from the creative "flatness" of the West.

Boardroom Battles: How to convince a sceptical CFO that "emotion" isn't a soft metric—it’s the engine of market share gain.

The AI Frontier: Why AI might struggle with "betweenness" and the implicit human communication that makes an ad a masterpiece.

The Perfect Ad: Orlando reveals the one ad that perfectly balances the left brain’s need for logic and the right brain’s need for soul.


Orlando explains how testing can become a creative catalyst, why Indian advertising still has cultural advantages, how CMOs & CFOs must learn to translate emotion into measurable outcomes and the three hires to make if you were building a showmanship agency today. 


The Indian AvGeek streams on all major podcast apps.


More info on a.p.e. course here (https://advertisingprinciplesexplaine...)

Vishal on X (https://x.com/vishal1mehra)