System1
System1 is The Creative Effectiveness Platform that quickly harnesses the power of emotion to drive profitable growth for the world’s leading brands.
World Cup Ads Don't Rely on Beckham or Messi as Much as Marketers Think
The stars feature in fewer than 1 in 10 ads, but their presence boosts long-term effectiveness
System1: Volkswagen Makes Automotive Advertising History with Maximum 5.9-Star Score
"50 Years of Pure Passion" is the first car ad to achieve System1’s top rating
System1 Reveals the World's Favourite World Cup Ads, From Scotland to Brazil
In System1 Test Your Ad platform, 34 World Cup ads achieved a Star Rating of 4.0 or higher, a significant improvement from two ads during the 2022 Men’s World Cup
System1: Cornetto Scoops an Exceptional 5.9 Stars as Ice Cream Wars Heat Up
Data shows brands that lean into consistency are standing out in sea of sameness
Cannes vs. The Consumers: Craft and Humour Conquer AI
System1 testing reveals that craft, humour and storytelling resonate most with consumers, even as AI brands took home Gold at Cannes Lions 2026
System1, WPP Media and TikTok Launch new Playbook Showing How Creator Ads Build Brands
Research unveiled at Cannes Lions finds creator ads build more brand memory—but marketers still measure the wrong metrics
System1: Hawkstone's Debut TV Ad Scores a Maximum 5.9* With Beer Drinkers
"Kaleb's Leap" achieves 4.8 Stars nationally, placing it among top 3% of beer ads ever tested by System1
Aldi Tops Ranking of the Greatest World Cup Ads Ever, as Adidas Outperforms Nike Overall
System1 testing reveals the highest-scoring FIFA World Cup campaigns since 1994
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
Latest News
Jul. 22, 2026
World Cup Ads Don't Rely on Beckham or Messi as Much as Marketers Think
The stars feature in fewer than 1 in 10 ads, but their presence boosts long-term effectiveness
Jul. 22, 2026
Thomson Reuters Introduces The CoCo to Bring CoCounsel AI to Life
Thomson Reuters has introduced the world to The CoCo — the star of a new campaign for CoCounsel, and quite possibly the most self-assured colleague you'll ever meet