System1
System1 is The Creative Effectiveness Platform that quickly harnesses the power of emotion to drive profitable growth for the world’s leading brands.
Sincerity and Storytelling Win The Big Game: Lay's, the NFL & WeatherTech Win Consumers' Hearts
System1's test your ad data reveals the ads consumers liked best
Classic Super Bowl Ads Still Entertain Today's Viewers
System1, The Creative Effectiveness Platform, revealed which iconic Super Bowl ads from the past three decades would still entertain today's viewers
Super Bowl Ad Scoreboard Features Lay's, NFL, Budweiser and More
System1, The Creative Effectiveness Platform, has revealed which of the Big Game commercials released thus far are consumers’ favourites
The NFL's Super Bowl Ad Inspires & Scores High Marks with Consumers
NFL lands first 5-Star Big Game ad in System1’s consumer testing since Disney's 2023 commercial
System1 and ITV Reveal the UK's Favourite Ads of 2024, Highlighting Creativity that Raised the Ceiling
System1 and ITV have unveiled the UK's top-performing ads of 2024, ranked by emotional resonance, category distinction, and unique creative elements
System1 Group Appoints Tristan Findlay as Managing Director of Innovation
Findlay brings nearly two decades of market research experience focused on innovation
Very's Flamingo Flock Achieves Top Score on System1's Test Your Ad Digital
The Toys campaign more than doubles the average for digital ads, the highest ever TikTok ad performance
System1 Ranks the Christmas Ads with Strongest Sales Potential
Kevin the Carrot wins on System1's short- and long-term metrics
System1 Finds 2024 is Most Consistent Christmas of Advertising Yet
Brands leverage familiar assets and re-air ads to boost commercial impact
System1 Testing Reveals Nostalgia, Acts of Kindness & Familiarity Shine in Christmas Ads
Six major brands Aldi, Sainsbury's, Lidl, Cadbury, Amazon, and M&S Food have already achieved the top Test Your Ad score of 5.9 Stars
Dawn French Double Act Means Maximum Effectiveness for M&S Food
System1 has unwrapped the first 5-Star Christmas ad of the season from M&S Food, which is set to air on Tuesday
System1 US Success Drives Growth: Group wins over 160 new clients as revenues surge 38%
Leading marketing decision platform sees revenues up across the business, with US performance helping drive growth
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