Sir John Hegarty and Orlando Wood Launch a.p.e.

Today sees the launch of 'Advertising Principles Explained (a.p.e.)' - a new creative effectiveness course to help advertisers towards growth and profit. 

Last year brands spent over $750 billion on advertising worldwide. Perhaps as little as 6% of it is truly effective - has a transformational effect on brands. This is clearly a problem.

The Garage Entertainment has launched its latest course to help address this. The course is called a.p.e. or Advertising Principles Explained, and it promises to redefine how businesses understand and leverage advertising. It is written and hosted by Orlando Wood, and art-directed and produced by Sir John Hegarty.

Orlando, serving as chief innovation officer at System1, has dedicated his career to understanding creative effectiveness. And after two books, ground-breaking research and a deep interrogation of over 26,000 campaigns, he has a unique view of how to achieve it.

'Advertising Principles Explained' offers eight meticulously crafted sessions that dive deep into the foundational elements, principles, and processes essential for successful advertising. Participants will gain access to a rich array of curated references, research evidence, actionable tools and frameworks, key takeaways, and hands-on exercises designed to enhance their learning experience and 60 days of free access to System1’s Test Your Ad database and platform. The course also features contributions from other leading experts in the field. 

The eight sessions include:

• A Show Business: Understand the two schools of advertising - showmanship and salesmanship - their relative importance, and type and scale of business effect.
• Advertere: Understand the nature of attention with insights from neuropsychologist Dr. Iain McGilchrist. Learn the distinction between broad- and narrow-beam attention and the implications for creative style.
• The Digital Pinch: Examine the modern and problematic tendency for salesmanship advertising and uncover opportunities for integrating showmanship across today's diverse media landscape. 
• Creative Revolution: Understand how to stand out, by rediscovering the principles of Madison Avenue’s great, Bill Bernbach, and his agency’s revolutionary approach.
• Moto e Azione: Learn how to bring about a psychological change in the viewer through a study of the 'age of affect'; understand how expressivity, movement, and human interaction create engaging and memorable advertising.
• The Fluent Device: learn how to create processing fluency - a crucial mental shortcut for consumer choice - through characters and scenarios that lodge your brand in memory, make it come to mind quickly and improve your pricing power. 
• Leaving Room for the Mouse: Discover the importance of inviting your audience to close the gap and how humour can enhance attention, ensure understanding, and leave a lasting positive impression on your audience.
• Giving Triumph a Chance: Understand the creative process, the benefits and pitfalls of research and the essential role of imagination in crafting impactful campaigns.

“a.p.e. is an immersive exploration into why and how advertising works,” said Orlando Wood. “I’m looking forward to bringing marketeers together to learn about these highly effective advertising principles and what we can learn from oratory, art, science and even the storytelling genius of Bugs Bunny and Looney Tunes.”

The course is rooted in Orlando's extensive research and experience, including two best-selling IPA publications Lemon and Look out. Joining him are a raft of industry titans such as Trevor Robinson OBE, founder of Quiet Storm, Dr. Karen Nelson-Field, CEO of Amplified Intelligence, advertising analysts Peter Field and Les Binet, and Margaret Jobling, global CMO of NatWest.

The first cohort for a.p.e. launches on 23rd September and bookings are open now. For more information and to secure your spot in the inaugural cohort of a.p.e., visit here.