System1 at Cannes

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Create 5-star ads

The more people feel, the more they buy

The most effective ads boost sales and drive long-term growth. They do it by making people feel more - building positive associations with a recognizable brand. We predict sales and growth impacts by measuring emotion, letting you make ads that entertain for commercial gain.

Test Your Ad

Which idea deserves investment?

Predict & Improve Commercial Success of Ideas

Select ideas with confidence by leveraging the power of emotion, the best predictor of future behavior.

Test up to 50 ideas in one test and benchmark against our database of more than 50,000 ideas. Customize the survey questions and your sample to capture insights from the general population and your target audience.

Test ideas such as new products, claims, taglines, packaging, concepts and more.

Test Your Innovation

The power to Create with Confidence

Our Test Your Ad (TYA) and Test Your Innovation (TYI) solutions quickly predict the short- and long-term commercial potential of ads and ideas, giving marketers confidence that their creative concepts will resonate with consumers and drive profitable commercial growth.  Complementing TYA and TYI is Test Your Brand (TYB), which measures the impact of ads and ideas on brand health.

Get In Touch

Latest: Insights

Report

The Power of Compound Creativity

A holistic view on creative consistency that defines a new multi-year brand metric, the Creative Consistency Score (CCS). The global research, debuting at Cannes Lions, features 150+ brands over 5 years and 13 ways to stay consistent to dramatically grow business outcomes with advertising.

Learn More

Report

The Creative Dividend

System1’s new global report, The Creative Dividend, combines Effie case data with Test Your Ad results to create the largest creative effectiveness databank. It shows how creativity drives business impact, reframing advertising as an investment and offering clear guidance on measuring outcomes and maximizing creative return.

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Report

The Long and Short (form) of it

System1 and TikTok partnered to explore what makes TikTok ads effective. Using our Test Your Ad platform, the research reveals how sentiment, attention, and creative features impact performance, offering insights on sustaining attention, entertaining users, and integrating branding effectively.

Learn More

Latest: Ad Of The Week

13 June 2025

Instacart Touches Hearts on Father’s Day

...

Tom Ewing

Editor in chief

12 June 2025

IRN-BRU Milks Attention With “Nessie Nectar”

...

Tom Ewing

Editor in chief

5 June 2025

Nike’s WNBA Ad is Rich and Joyful

...

Tom Ewing

Editor in chief

What our clients say

"Pfizer uses System1 for all of our ads now. Having the standardized approach with really clear benchmarks linked to ROI, that allows us to understand how our various ads are performing against themselves, but also how they’re performing against other benchmarks, has been extremely useful."
Susan Rienow Global Chief Marketing Officer, Pfizer
5.9

View Case Study

"Working with System1 has given us (Aldi and McCann) the confidence to consistently build on and invest in a successful and creatively effective idea"
Jamie Peate Global Head of Effectiveness & Retail, McCann
"System1 has a rare talent to be able to listen, learn and share findings in a manner that inspires clients, creatives and strategists. 5 star."
John Roberts Chief Strategy Officer and Founder, Truth Collective
"After too many years of doing little more than trying to pass the rational persuasion pre test, System1 introduced me to winning with the actual consumer. From Guinness to Apple, I’ve seen, first hand, the predictive power of System1’s Test Your Ad, with some of the best work of my career."
Gordon McLean Founder, Fear No Truth
View Case Study

"System1 helped us better understand which muesli idea could evolve into a marketable product with additional work from our internal teams. It’s been wonderful to see our idea come to life on supermarket shelves"
Becca Hamson Brand Manager, dorset cereals
5.2

View Case Study

"With System1’s testing, we take the guesswork out of understanding how customers feel about the ad. Bringing more science and data to the creative process helps us optimise our messaging and supports our brand building efforts"
Peter Markey Chief Marketing Officer, Boots
5.6

View Case Study

"System1’s research was invaluable for helping us understand how the ad was working and how we could make improvements as well as giving our organisation and stakeholders the confidence that we are investing our marketing funds effectively."
Susan Coghill Chief Marketing Officer, Tourism Australia
5.2

View Case Study

"We’ve used System1 throughout the development of the advert, not just for the first draft. As a result, we’ve achieved really strong results for our final edit – within the top 0.7% of all adverts tested and an amazing 5-Star result"
Helen Jeremiah VP Marketing Director, Walgreens Boots Alliance

Breaking News from the Beach

The more people feel, the more they buy

Predict & Improve Commercial Success of Ideas

The power to Create with Confidence

Latest: Insights

The Power of Compound Creativity

The Creative Dividend

The Long and Short (form) of it

Latest: Ad Of The Week

Instacart Touches Hearts on Father’s Day

Tom Ewing

IRN-BRU Milks Attention With “Nessie Nectar”

Tom Ewing

Nike’s WNBA Ad is Rich and Joyful

Tom Ewing

Featured Products

Empowering every marketer
to create great advertising

5-Star Innovation is
80% familiar, 20% new

Discover your most powerful brand assets and how people feel about them

Improve brand health.
Predict brand growth

Breaking News from the Beach

The more people feel, the more they buy

Predict & Improve Commercial Success of Ideas

The power to Create with Confidence

Latest: Insights

The Power of Compound Creativity

The Creative Dividend

The Long and Short (form) of it

Latest: Ad Of The Week

Instacart Touches Hearts on Father’s Day

Tom Ewing

IRN-BRU Milks Attention With “Nessie Nectar”

Tom Ewing

Nike’s WNBA Ad is Rich and Joyful

Tom Ewing

Featured Products

Empowering every marketer to create great advertising

5-Star Innovation is 80% familiar, 20% new

Discover your most powerful brand assets and how people feel about them

Improve brand health. Predict brand growth

Empowering every marketer
to create great advertising

5-Star Innovation is
80% familiar, 20% new

Improve brand health.
Predict brand growth