Andrew Tindall of System1 joins Andrei Tarnovski to discuss when not to test creativity, AI prediction, human emotion, B2B advertising and marketing effectiveness.
ListenNot every asset deserves the same level of creative testing. Start with the work that has enough reach, investment and consistency to affect the result.
The question has moved on from 'can creators build a brand?' to 'how can creators build MY brand?'. At Cannes, System1 brought the evidence.
Decoding what makes advertising actually work — the System1 view of emotion and effectiveness.