System1
System1 is The Creative Effectiveness Platform that quickly harnesses the power of emotion to drive profitable growth for the world’s leading brands.
Irn-Bru Named Consumer Favourite at the 2026 Advertising World Cup
Highest-ever Star Rating underscores standout performance in the tournament’s most competitive year to date
M&S Earns System1's Highest Score After Four Years of Creative Consistency
System1’s Star Rating predicts long-term brand growth by measuring consumers' emotional response to advertising
Grand Frais Drives Big Sales Potential with Kad Merad
The French supermarket’s new ad featuring actor Kad Merad has earnt an ‘exceptional’ 1.47 Spike Rating with the creative effectiveness platform System1
Love it or Hate it: Marmite's Latest Campaign Divides UK Audiences
New outdoor creative polarised consumers, causing 8x as much disgust as average - and even some fear, according to System1
The Cure for Dull Advertising: New Research Reveals What Drives Creativity that Actually Works
Building on the earlier whitepaper, The Extraordinary Cost of Dull, this new report moves from diagnosis to prescription
System1: Burger King Scores a Whopper Ahead of London Marathon
Focused on relatability and relevance, Burger King's OOH "Finished" ad scored a "strong" 4.3 Stars with System1
System1 Unveils AI-Powered Upgrade to Test Your Ad Platform for Predictive Creative Measurement
System1 is also currently beta testing a predictive AI creative measurement tool in select markets
System1: Distinctive Assets, not Indulgence, Separate the Winners in the 2026 Easter ad Rankings
Emotion and distinctive branding beat price-led messaging, as recall outperforms affordable appetite appeal this Easter
System1 Announces Leadership Changes Supporting Long-Term Growth
New CPO & CTO Appointed; Orlando Wood And Andrew Tindall Take New Roles As System1 Becomes Founding Sponsor Of The Uncensored CMO Podcast
If Your Creative Isn't Driving Impact, Your Relationships Might be the Problem
New D&AD and System1 research reveals the strongest creative work is built on trust, not bigger budgets
From Piste to Podium: The Ads Taking Home Effectiveness Gold at the 2026 Winter Olympics
System1's test your ad competitive edge platform ranks the standout winter olympics campaigns
AI Killed Big Game Ad Effectiveness: Human-Centric Stories Won the Night
Consumers favoured heartfelt, human ads despite AI-heavy big game messaging
Latest News
Aug. 29, 2026
After 63 years, Vodafone and BVB Recreate First Ever Goal in Bundesliga History Using AI
The AI-reconstructed goal airs from 29 August on TV across Germany in a documentary called "The Unseen Goal"
Aug. 28, 2026
Leroy Merlin Launches the "Anti-Laziness" Range With 4,000 Products
The very first anti-procrastination programme, designed in collaboration with creative agency FullSix to help French people tackle those little jobs they keep putting off