System1

How to Make Your Performance Advertising Work Even Harder 📈 Join Sir John Hegarty and Orlando Wood as they explore why opening your audience up to possibility is the first step before performance advertising can lock in certainty. Discover the other side of advertising – and the principles behind it – that will take your performance ads to the next level. Don't miss this opportunity to maximise creativity and commercial impact. We’ll be streaming live from London’s Barbican Conservatory on 7th March at 10:30 am GMT. Register here: https://hubs.la/Q038pym70 The Garage Soho #APE #Webinar #Advertising #Creativity #AdvertisingPrinciplesExplained

This episode is packed with insights from one of the world’s biggest brands - some might say there’s Kentucky Fried buckets worth of wisdom here! 🍗🔥 Ken Muench from Yum! Brands joins System1’s Jon Evans on the Uncensored CMO podcast to dive into strategy, creativity, and what truly drives brand success. It’s a mouthwatering conversation - don’t miss it! 🎧 Listen on Spotify: https://lnkd.in/eeMY3bzK Listen on Apple: https://lnkd.in/eVUEdEw6 Watch on YouTube: https://lnkd.in/eVjCTD2X #Podcast #Creativity #Advertising #UCMO #UncensoredCMO #Marketing

Marketers have begun to turn back toward brand-building strategies in recent months. But that doesn’t mean they’re totally abandoning the ideas underpinning performance marketing. One sign that’s the case is the rise of alt-measurement companies like System1, iSpot and EDO, each of which offers solutions that promise to help marketers track the impact of brand creative. Their testing solutions are used to optimize — and ultimately justify — the media and creative budgets put aside by advertisers for TV tentpole events like the Super Bowl. In this piece by Sam Bradley, we speak to Laura (Bernstein) Grover, Mark Myers, and Vanessa Chin.

Ever noticed how some ads stay with you long after you’ve heard them? It’s not a coincidence – it’s science. Or rather, creative fluency in action. At #HEARD2025, System1’s Andrew Tindall shared insights into their ‘Double the Double’ study which confirmed creative fluency (brands that tap into emotional connections) unlock audio advertising’s full potential. Why? It's simple really: 🔊 Audio ads that spark emotion drive twice the long-term impact 🧠 Sound triggers memory better than visuals alone 🎧 People trust what they hear more than what they see So here’s the question: If your brand isn’t investing in audio, how much impact are you leaving on the table? For more info head here: https://lnkd.in/gmWgPndi

Big thanks to Digiday for featuring System1 in their latest article on the rise of alt-measurement firms! As brands balance performance marketing with brand-building, tools like Test Your Ad help ensure creative effectiveness isn’t left to chance. Our very own Vanessa Chin shares how System1’s approach is driving growth, doubling US revenue and adding 230+ new clients in the past year. Check out the full article here: https://hubs.la/Q038bXqW0 #Marketing #CreativeEffectiveness #BrandBuilding #AltMeasurement

🚨 32% of Australian Audio Ad spend is being wasted… 🚨 At #HEARD2025, System1's Andrew Tindall revealed how brands can stop the waste & unlock audio’s full potential. The key? Pairing creative fluency with 11% radio spend to "double the double" on ROI. Read more & discover 4 key tips for impact & memorability: https://hubs.la/Q0388VQz0 Commercial Radio & Audio #audio #advertising #radio #marketing #media #creativity #branding

Remember when McDonald's spent ALL their budget on activation? Marketers are going nuts over 'performance' & 'brand' working together like it's new news. Here's an ancient clip from the "Long and Short Of It" by Les Binet and Peter Field for the IPA (Institute of Practitioners in Advertising). 10+ years ago. The IPA is the most impressive and robust effectiveness databank marketers have been gifted. Pruned by experts for decades, cross-category, comparable, with varying objectives. With effectiveness publications to read for pennies. I keep meeting modern marketers who cite marketing principles created with data from the IPA databank, but they don't know who the IPA are! I'm currently building a huge new publication, so I printed off the 'Long and Short Of It' for a 36-hour flight reread. I was blown away by how important the findings still are, and how transparent and solid Les and Peter's research was. Here's a favourite bit. A case study showing McDonald's (a now well-known brand-building superhouse) moving from performance-pure to "brand-response". And the sales that followed. Proper marketing training is just a 10-minute read away these days. If you work in marketing, or even are marketing adjacent, Google "The Long and Short Of It" for a treat. WARC, System1, BERA and Analytic Partners also just released THE MULTIPLIER EFFECT, demonstrating these same principles in the modern world again. We are running a free webinar on it: https://lnkd.in/gc9tYGvw I share #advertising and #marketing insights daily, follow for more.

Brand equity is the key to unlocking long-term and short-term ROI. We've teamed up with BERA and WARC to share key insights on how brands can build equity to maximize advertising-driven growth. Join Jon Evans (CCO, System1 and host of the Uncensored CMO podcast), Michael Reh (Head of Data Science & Analytics, BERA), and Ann Marie Kerwin (Americas Editor, WARC) tomorrow at 11 AM EST for an exclusive webinar on sustainable growth and advertising effectiveness. 📅 Don’t miss out—register now: https://hubs.la/Q037-2960 Last week, a LinkedIn member commented that this chart should be "hung on the wall of every CEO's office." Why? Because it shows that brand equity is the key to unlocking long-term and short-term ROI. #Advertising #Effectiveness #Webinar #ROI #Equity #Marketing #Creativity #Strategy

Wildest ad I've seen in a while LYNX is officially cool again. Totally love this new work from LOLA MullenLowe and Unilever. And it's really not what you expect from one of the world's biggest businesses. It nails four basic marketing principles that will make this work effective. 1. Know your audience. You can see in the System1 sec-by-sec emotion trace, it splits the crowd. With a good chunk of viewers hating it. But the younger guys? They are the ones left feeling great, citing its boldness and humour. Stratgey is about choosing what not to do, you can't made an ad for everyone. Lynx have always understood this. 2. Fluent innovation. This is a new product launch, yet 97% of viewers quickly know it's for LYNX. Most successful innovations add just enough new to the familiar. 80% familiar, 20% new. This leans into the familiar more, so the creative brief is to add excitement. This does exactly that at +50% more emotionally intense than the average fragrance ad in our testing. 3. Attention economy. The world is no longer sitting around their TVs at the same time. We can no longer buy attention, we must earn it across various media channels. In 'The Cost of Dull' we showed dull campaigns take £10mil media spend to work as well as boring ones. Advertising now must entertain, respect the channel it's in and earn attention. This ads leaves viewers feeling 45% less bored than the average global ad. 4. Compound memories. You see ads achieve a lot of the above these days but their strategy is off, they aren't building memories that will make them come to mind when people need to purchase. In the System1 research, we saw 33%+ people spontaneously recall "Freshness" after viewing. Lynx have been going after "fresh" for years. It will make the brand salient. People love crapping on modern advertising, saying "we don't make them like we used to". The work disagrees. Well done to your teams Dante Zamboni and Caroline Gregory. I share #advertising and #marketing insights daily, follow to avoid all the AI slop.

With the return of Advertising Principles Explained - a.p.e, or as we like to call it APE, we’re feeling a bit like this legendary primate ourselves! 🦍 This ad is a prime(ate) example of how creativity and emotion outshine pure rational messaging when it comes to driving long-term business impact. Scoring 5-Stars on our Test Your Ad platform, it showcases the power of brand characters, the magic of “leaving room for the mouse,” and so much more. Orlando Wood has crafted a first-class course packed with industry insights, expert perspectives, and plenty of nostalgic ads like this one to entertain and educate along the way. Don’t miss your chance to sign up: https://hubs.la/Q037XznQ0 #APE #Advertising #Marketing #Creativity #CadburyGorilla #AdvertisingPrinciplesExplained #Learning