System1

Lead System1's global partnership strategy, team and growth. Working with the world's largest media owners, industry bodies and agencies to create thought leadership and help advertisers increase their marketing effectiveness with measurement partnerships.

Senior Vice President - Global Partnerships

Build and grow global agency commercial and marketing partnerships. Create thought leadership with our research tools and data that provides agencies with a commercial advantage. Grow System1’s global fame. Author of various studies and publications with partners including JCD, Pinterest, Radiocentre and OMD.

Global Partnerships Director

Built an agency network across Europe to grow new business. Worked with agencies and brands to develop effective global and local campaigns, launch successful innovations and measure brand health. Trained and implemented global effectiveness and marketing capability programmes. A new £7fig revenue channel.

Director of Creative & Media Partnerships

The Drum

Weekly marketing column sharing effectiveness insights, advertising research and the state of the industry.

Columnist

Diageo

Johnnie Walker - Grew from 10th to 5th biggest GB whisky brand in under 12 months. Created & executed new TTL national comms & activation campaigns. I lead the culture strategy, creating & executing a new culture platform to live across earned & paid. Also strongly involved in digital media performance, brand tracking and managing the P&L.

The Singleton - The fastest-growing GB single malt. Lead comms & culture strategy & execution. Created a new TTL comms platform with talent.

Brand Team - Johnnie Walker & The Singleton

Bacardi

A mission to scale up future brands. Reporting into the global business, I managed UK on & off-trade shopper marketing and activation for Bacardi's 12 Incubation brands and their single malt portfolio. 

Achieved a world first launching Bacardi on Deliveroo during 1st lockdown with digital cocktail bars - awarded by The Drum for best PR campaign.

Incubation Brand Activation Manager

On-trade commercial manager for Bacardi Brown-Forman's most influential area, Soho. Tripled profit in 9 months. Joined the accelerated leadership program.

Key Account Manager

R&D role supporting the development of Diageo’s global portfolio. Traveled globally researching & scaling innovation.

Innovation Liquid Technologist

DUSK

Led data; insights & the UK’s largest bar network for digital activation & sampling agency working with global drink brands.

Data and Insights Lead

Founded a large drinks collective working with brands (inc. ab InBev; Jagermeister & OurVodka) to run advocacy & experiential events.

Founder: The Mixology Society

innocent drinks

Activated the brand plan BTL with events, sampling and organic digital.

Brand Ambassador

Life Health Foods Europe

Student Brand Manager

Semifinalist on BBC1's Young Apprentice 2012

The Young Apprentice: Semifinalist

The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness

Marketing effectiveness researcher exploring how creativity and emotion enhance the impact of advertising across modern media.

I build global effectiveness partnerships with the world's largest and most exciting brands, agencies and media owners to scale creative effectiveness learnings and publish award-winning thought leadership with System1's data.

Strong marketing and commercial experience working for large FMCGs, I now advise and consult for top global brands on making effectiveness happen. Everything I share and publish is accessible, entertaining and full of practical advice.

The brief that made Coca-Cola billions

Their century-old bottle design 

Most of modern marketing is busy work. Changing things. Decks. Fighting procurement. Convincing others.

Rory Sutherland shares a lot of sage advice from his decades of experience but the most true? Most of the value you create will come from just one or two decisions in your career.

Be it finding that insight. Creating that tagline. Launching that one new product. Or deciding the bottle of your product needs to be your most distinct asset. 

And then it's up to everyone else to compound that magic with consistency. In my research with Effie Worldwide, we found the most consistent brands report 4 times the Return on Investment. 

Marketing often isn't about doing more, it's about doing less.

I share #advertising and #marketing insights daily, follow for more.

Andrew Tindall

No alternative text description for this image

The most significant digital marketing finding of the past decade

Creators are brand-builders, not salesmen.

At the IPA (Institute of Practitioners in Advertising) conference this morning, Jane Christian will share the first-ever creator econometric database. Analysing the returns of 220 creator campaigns globally, they've found that creators have the highest long-term ROI of any other channel.

It's hard to believe, but I found the same in the System1 analysis of the global Effie Worldwide case library. The proof is stacking up. Creators are the first digital channel that can repeatably create large lasting effects and build brands.

This changes everything. It provides the first playbook for actually building brands online. But there are a few things we must work out first.

1/ Creators still only create about 6% of ad returns. How can we scale this channel without it falling apart?

2/ There is wild variation in the returns from creator campaigns. It's like going to the casino each time. With no link between increased spend and ROI (!!). New System1 data shows this is because creator content has double the variability in creative quality compared to TV edits. No one knows how to use creators properly yet...

3/ We must stop calling them influencers. This implies they are marketers, know what they are doing, and can be briefed to change behaviour. The marketer's role must be to produce the brand and creative strategy, and then hold creators accountable to deliver within brief in a distinct consistent way whilst still bringing their platform knowledge and magic.

It's the first good effectiveness news we've had in digital in a long time. An opportunity for agencies to bring their strategic chops into digital to reverse the decline in ad effectiveness globally.

Read the research and discover the first modern digital brand building playbook in my column this week: https://lnkd.in/e6emmZ23

Congrats to all involved: WPP WPP Media Laurence Green Annalect Richard Kirk Circana dentsu Ebiquity plc Ekimetrics Monks Publicis Groupe UK the7stars Dominic Charles

I share #advertising and #marketing insights dailly, follow for more.

Best ad I've seen this week

Uber's viral calendar

This represents Uber's next stage of its global growth strategy, targeting rural/suburban rides.

It's becoming increasingly difficult to grow through inner-city rides. The market is saturated, and competition is booming. So winning new volume or price is tough.

This isn't the case for outer cities, where people can be persuaded to switch from driving a car to make their lives easier.

You'll see this strategy in their new TV ad with the couple, but you see it brilliantly here.

They are finding the drama in not getting an Uber. I've seen a few point out that this is extreme and silly. That's exactly the point.

They've found the emotional benefit. They now need to dramatise it and get it attention.

That's where Uber's next stage of growth will come from.

I share #advertising and #marketing insights daily, follow for more.

graphical user interface, text, application, chat or text message

Advertising perfection

How to build a brand using outdoor advertising

I've researched what makes outdoor ads effective with System1 and JCDecaux for three years now, we've even launched a book on it (https://lnkd.in/gesN9nJ4).

I couldn't find a better example of what makes #OOH work

There's a big idea. It's simple enough to get at a glance. The stress test of a brilliant idea. It makes you feel. You can't notice it without understanding what the brand is for. It brilliantly positions Dolmio. It's beautiful. Just the one message. No QR code crap. It's not got dullified by a committee. Someone got their vision onto the street.

It even trusts its one key distinctive brand asset to do the work. Key in outdoor. Unlike TV, you need to pick your 1 or 2 assets and get them the attention.

I'm not even going to test this with System1's creative testing. I simply bow to T&P's excellence. Three legendary marketing quotes it made me think of.

Leo Burnett: "If you don't get noticed, you don't have anything."

Bill Bernbach: "Be provocative. But be sure your provocativeness stems from your product. You are not right if your ad stands a man on his head just to get attention."

David Ogilvy: "Unless your advertising contains a big idea, it will pass like a ship in the night."

Shot by Sophie Harris- Taylor. I hope this gets all the media spend it deserves. I'm not a fan of creative awards, but I suddenly feel this is what they were made for. Congrats.

I share #advertising and #marketing insights daily, follow for more. I've partnered with Air this week, they handle all your creative operations needs, check them out.

These 6 new marketing facts will change how you see advertising

1/ We spend +30% on media globally vs 15 years ago

2/ The average campaign creates -30% fewer brand growth effects 

So, we are spending more on advertising, but it's doing much less. Why?

3/ We've gone from spending 70% of our budget on high attention media to about 30%.

4/ Advertising has become far less entertaining and emotional, and much more "left-brained".

5/ Attention spans have held constant. But we now see twice as many ads per day, dividing our attention.

6/ The average campaign now cites a list of short-term objectives vs almost none a decade ago. Short-termism is booming.

My column this week goes through the data, explores solutions, and shares great detail about how I quit medical school to work in marketing (and why my mum eventually forgave me).

Read free here: https://lnkd.in/evX5t63H

I share #advertising and #marketing insights daily, follow for more.

IRN-BRU bringing back "Made in Scotland from Girders" is genius
 
Here's the data to prove it
 
When IRN-BRU moved from working with a Scottish-based agency for decades to a London-based agency, Lucky Generals, the industry was nervous. Were they about to reinvent the brand and ignore the past? Lose the Scottish-ness? Or carry on with the iconic, hilarious advertising.
 
We didn't need to worry. System1 has tested their new campaign with hundreds of Brits vs hundreds of Scots. And the results are very clear.
 
1. It's the 3rd most emotional ad AG Barr Group has ever released for the brand, after The Snowman and the brilliant football special "Optimism Back In Scotland". It scores record levels of surprise and delight, and record low levels of dullness and negativity. In all my research, this usually leads to slow but steady market share swigging.
 
2. The Scots love it more. I've seen a few comments about this ad being the brand trying to move to a more non-Scottish audience, and this new campaign leaving Scotland behind. The data disagrees. It scores a whopping maximum 5.9 Stars in our testing with Scots. Mega amounts of emotion and attention.
 
3. They've not lost the magic. 40% of the Brits found this hilarious, 60% of the Scots. As humour in advertising is falling, funny ads just work harder.
 
4. Brand recognition is also obviously through the roof.
 
Any way I look at the data, for both groups, this is an exceptional piece of first advertising from an agency. And one of IRN-BRU’s best so far. Why?
 
Compound Creativity. I've researched consistently for years with the IPA (Institute of Practitioners in Advertising) and Effie Worldwide. Simply, consistency compounds brand and business growth. Only marketers get bored with logos, slogans, and ads.
 
IRN-BRU could have ripped up the rule book, but they didn't; they dove into the past to bring back the gold. Top class marketing, if you ask me (and the data).

What do you think?

I share #advertising and #marketing insights daily, follow for more.

I've also just hit 100,00 followers! So Air, the creative operations tool for marketers, are sponsoring my posts this week like a billboard. They have NOTHING to do with the content above, they are just awesome.

The chart to haunt all marketers. Sure, profits look booming, but they're flat compared to National Income

What does this mean?

That red line is how good brands are at creating value and getting people to spend in such a way that makes profit. Ie, creating a value offering that's greater than the sum of its parts.

This is the fundamental role of marketing. And we are getting worse at it.

As Ian Whittaker points out, pointed out in earnings calls time and time again. Those that have been able to implement price increases have done so because of the strength of their brand. This is why someone would pay more for something: Pricing Power.

And yet, in my new research, I've found that marketers are spending 30% more on advertising, but it's growing brands 30% less.

Due to advertising becoming less emotional, double the ad clutter and a lower attention media mix.

This is such a red flag. The marketing machine is breaking.

Read more about it in this week's column: https://lnkd.in/evX5t63H

I share #advertising and #marketing insights daily, follow for more.

Taplio

Andrew Tindall's Linkedin Analytics

's Best Posts (last 30 days)

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Andrew Tindall's Linkedin Analytics

's Best Posts .css-qqfgvy{font-size:var(--chakra-fontSizes-md);}(last 30 days)

Want to drive more opportunities from LinkedIn?

Andrew Tindall's Linkedin Analytics

's Best Posts (last 30 days)