Orlando is one of the world’s foremost thinkers on how advertising works. As Chief Innovation Officer at System1, he has led the development of groundbreaking tools to measure and improve creative effectiveness. He is also an Honorary Fellow of the Institute of Practitioners in Advertising (IPA).

He is the author of Lemon (IPA, 2019), advertising’s celebrated ‘repair manual’, and its follow-up Look Out (IPA, 2021), a practical guide to effective creativity in a changing media landscape. Both books are core texts on university courses and agency bookshelves alike.

Respected by advertisers and agencies, Orlando is fluent in both the language of creativity and commercial performance. His work draws on neuroscience, the arts, and advertising history to explain not just how advertising works, but how it works at its best. How the work, works.

He coined the now widely used term “fluent device” to describe the profitable use of recurring characters and scenarios in long-running campaigns – just one example of his original contribution to the field. He is also recognised for pioneering insights into how advertising styles have evolved in the digital age.

Orlando advises global brands, from banks to brewers, on strategy and effectiveness. He delivers consultancy, keynote talks, and masterclasses to advertisers, agencies, platforms and broadcasters worldwide.

Whether at Cannes Lions, the 4As or MADFest, Orlando is an in-demand speaker, known for cutting through complexity with clarity and wit. He hosts the Never Mind the Adverts podcast and appears regularly on others. His collaborators include some of the industry’s most respected voices: Peter Field, Karen Nelson-Field, Mark Ritson, Jon Evans and Sir John Hegarty and his work has won recognition from the AMA, the ARF, the IPA, ESOMAR and the MRS.