System1

As we kick off the 100-yard countdown to the Super Bowl, it’s time to reflect on the creative lessons from Super Bowl LVIII and gear up for 2025. Our latest blog explores the strategies that helped brands shine last year and how you can achieve a 5-Star Rating. Get ready to elevate your Super Bowl ad game: https://bit.ly/3YQrdsD

We put some wicked cool innovations to the test with consumers in the lead up to the release of this month's Wicked film. See which collaborations are brand-building stars based on our Test Your Innovation platform, which predicts the in-market success of new ideas: https://bit.ly/3AcRTLR

Our US Ad Of The Week comes from adidas, with a new entry in this year’s “You Got This” campaign that gives the sportswear giant their second-most effective ad on our database. Starring the WNBA’s Aliyah Boston helping a young player make a difficult shot, it’s a highly motivating ad which uses music and narrative to brilliant effect. Find out how, and see how it compares to other sports and leisure ads, in our exclusive Test Your Ad report and write-up: https://hubs.la/Q02WtdzC0 adidas Chris Murphy Öpınıonated Mark Fitzloff Rob Palmer Cameron Soane Cole Davenport Marcelina Ward RadicalMedia Rebecca Niles

Meet Funky and the Funkettes in this week’s Ad Of The Week - a quartet of singing pigeons who gift retailer Funky Pigeon is hoping will coo their way into customers’ hearts (and sell a few cards too). We look at the contribution brand characters make to Creative Consistency in our exclusive Test Your Ad report and write up, and reveal where Funky is soaring highest: https://hubs.la/Q02WqvMn0 VCCP mark orbine Adam Griffin Rob Spicer Samuel Whiston Klaudia Mróz Marina Pousada Damato PASSION PICTURES Tim Hope

Our very own Jon Evans, the Uncensored CMO, took the stage at the Spotlight Conference by Semrush today to discuss "The Extraordinary Cost of Being Dull: Why Boring Brands Spend More" based on joint research with Adam Morgan of eatbigfish and Peter Field. The vast majority of ads don't produce an emotional reaction in audiences, and it's costing brands an extraordinary amount! Download the research here: https://hubs.la/Q02Wkhff0

A marketing masterclass in 9 timeless quotes Revealing core principles that will never change. I've finally snapped. So many marketing quotes are thrown about. Half of them are made up, the other half are often as useful as a chocolate fireguard. But when you find a golden quote that's truly stood the test of time. It genuinely changes how you work. That's what I've done in this week's column in The Drum. I've dug out the quotes that highlight timeless marketing principles. With the theory and research they speak to. That truly can make us more effective. It's ended up a marketing masterclass in nine sentences. I reference most weekly because they reach the core of what marketers have always needed to do. Instead of chasing shiny new things. We've made the full article free here: https://lnkd.in/edRr6XYA Save this. Print it off. Stick it above your desk. When times are tough, flick through it to get back to what really matters. Let me know if any have kept you right over the years. Or maybe I've missed a killer? If we find another 9, I'll do a part two and quote you. I share #advertising and #marketing insights daily, follow for more.

Our team is at the Spotlight Conference by Semrush in Amsterdam today! Stop by our stand for some pink prizes & to talk creativity with our team! Our Test Your Ad and Test Your Innovation solutions help you Create with Confidence by enabling you to predict the in-market success of your ads and ideas. Not at the event? Learn more here: https://hubs.la/Q02WgC4B0

Nostalgia Strikes the Right Chord for New-to-TV Brands In our recent collaborative report with ITV, “Break Through: How New and Returning Brands Can Grow with TV,” we explored the power of emotional resonance in TV campaigns, especially for brands venturing into television for the first time. One of our standout insights? Nostalgia and heritage can effectively evoke positive emotions and deepen consumer engagement. A perfect example is Terry’s “Deliciously Unsquare” campaign, which embraces British charm, humour, and cultural references that resonate with local audiences. By tapping into personal memories and national pride, this ad quickly establishes a connection, earning an impressive score of 4.6. It’s a testament to how nostalgia can help new and returning brands make a meaningful impact. Download the full report here: https://hubs.la/Q02Wbxvc0 #breakthrough #nostalgia #advertising

Our recent report, The Magic of Compound Creativity, reveals that brands that change agencies less often produce higher quality creative, leading to more impactful business and brand effects. The research, an essential read for brand marketers and agency execs and creatives alike, was developed leveraging data from the IPA (Institute of Practitioners in Advertising) Effectiveness Databank. Download The Magic of Compound Creativity to discover how consistency enhances creativity: https://hubs.la/Q02W0zmp0

At last week's ANA Masters of Marketing, audiences got a sneak peek at some of the key themes from the upcoming report, “The Multiplier Effect,” from WARC, System1, Analytic Partners, BERA.ai, and Prophet! In this report, we’ll tackle a critical challenge for marketers: the separation of brand and performance advertising. Here’s what you can expect: - The Multiplier Effect: Discover how brand and performance advertising work better together than in isolation. - Dual Impact: Learn how all advertising influences both short-term and long-term results. - Sales Drivers: Uncover the pivotal role of brand advertising in driving sales. Our in-depth, data-driven study will include case studies and actionable insights for CMOs, covering creative best practices, media strategies, and organizational structures. This is a must-read for anyone looking to maximize their marketing impact! Don’t miss out—register your interest today to be among the first to receive the report: https://hubs.la/Q02VZclM0 #Marketing #Branding #Advertising #TheMultiplierEffect