Fluent Devices and Long-term Profit Gain - Orlando Wood, System1 Group at EffWeek 2017

A fluent device is a character-based brand property such as the Hofmeister Bear or the 118 118 men. Orlando Wood of System1 Group presents new research from the IPA Databank which looked at campaigns with fluent devices through the lens of psychology to understand why they tend to deliver long-term brand results. This is particularly pertinent considering that long term brand building spend is under threat and short-termism is on the rise. Speaker - Orlando Wood, Chief Innovation Officer, System 1 Group