System1
System1 is The Creative Effectiveness Platform that quickly harnesses the power of emotion to drive profitable growth for the world’s leading brands.
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
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
Latest News
Oct. 22, 2026
Gerety Awards Celebrates Brazilian Winners at its First-Ever Winners Cocktail in Sao Paulo
The evening recognised five trophies awarded to Brazilian agencies BETC HAVAS and AMPFY
Oct. 22, 2026
AI Movie Awards Reveals 30 Finalists Ahead of London Ceremony
The finalists span categories including Best Short, Best Animation, Best Thriller, Best Sci-Fi, Best Ad, Best Music Video