Orlando forensically observes links between advertising, psychology and the creative arts. He draws conclusions in his published works that have completely shaken up traditional approaches to research, marketing and advertising. Orlando’s books: Lemon (IPA, 2019), Look Out (IPA, 2021), and System1, Unlocking Profitable Growth (co-author 2017), have further established him as a true expert in his field.

Orlando certainly shines bright with many stars to his name: awards from the ARF (Great Minds Distinction Award), the AMA (4 under 40), Jay Chiat (Gold Award for Research Innovation), ISBA (Ad Effectiveness Award), MRS (Best Paper and Research Effectiveness Awards) and ESOMAR (Best Methodology). He’s also an Honorary Fellow of the Institute of Practitioners in Advertising (IPA), a member of their Effectiveness Leadership Group, and has led their Creativity and Effectiveness research over multiple years.