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Latest: Insights

Report

The Magic of Compound Creativity

A holistic view on creative consistency: by defining a new multi-year brand metric, the Creative Consistency Score (CCS), we’ve analysed 56 brands across digital and TV for 13 consistency features over five years. This includes 4000+ ads tested with System1’s Test Your Ad.

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Report

The Multiplier Effect

A new WARC report featuring insights from System1 reveals how strong brand equity accelerates commercial success by bridging the gap between brand and performance. With data-driven analysis and real-world examples, it’s essential reading for CMOs looking to maximize advertising impact and drive sustainable growth.

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Report

How to Win the Super Bowl

Unlock Super Bowl advertising success with our comprehensive analysis. We assessed 425 ads over 6 years, revealing valuable insights into both long- and short-term creative effectiveness. Discover our 10 Plays to Win the Super Bowl for actionable tips. Elevate your marketing game with proven strategies and creative insights.

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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: Ad Of The Week

1 May 2025

Breyers Keep It Short, Simple and Sweet

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Tom Ewing

Editor in chief

1 May 2025

LG Redefines AI for Emotional Appeal

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Tom Ewing

Editor in chief

25 April 2025

Flashback: Fifteen Years of Snickers’ Modern Classic

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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

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"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
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"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

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"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

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"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

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"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