System1
System1 is The Creative Effectiveness Platform that quickly harnesses the power of emotion to drive profitable growth for the world’s leading brands.
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
Early Testing Shows 2026 Could Be the Strongest Big Game Ad Year Yet, with the NFL, Budweiser, and Ring in the Lead
System1's Test Your Ad Competitive Edge platform ranks the top early-release ads
System1 and Effie Launch The Creative Dividend: A Practical Guide to Making Effectiveness Happen in Advertising Today
New book helps marketers improve ad quality, defend investment, and unlock profit
The Best Ads from American Football's Big Game in the 2020s, According to System1
The test predicts long-term brand growth and short-term sales impact by measuring viewers’ emotions and how quickly and accurately they recognize the brand
System1 Reveals the 10 Brands that Cut Through in 2025
While System1's Star Rating is widely used to predict long-term brand-building potential, this ranking focuses on a different win: memorable impact within the category
Latest News
Jul. 22, 2026
Havas Strengthens Experiential Marketing Arm, Havas Play, Across Benelux with Acquisition of Dutch Agency SportVibes
Founded in 2003, SportVibes has extensive experience creating connections between fans
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