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.

I'm literally ASTOUNDED by how powerful this Save the Children Christmas ad is, spoofing Coca-Cola's classic trucks

Ace of Hearts has created a real masterpiece here. The level of execution is incredible. Playing into Christmas cultural norms. The rug pull, but leaving us feeling positive showing the solution at the end.

Honestly, a little shocked at how good this is, time for a third watch.

Congrats Save the Children UK

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

Andrew Tindall

I work with the world's largest brands, creative agencies and media owners to put marketing effectiveness at the core of their businesses, advertising and brands. I also research and publish marketing thought leadership with System1 and our partners.

Award-winning marketer with a strong marketing and commercial background working for large FMCGs. I now lead System1's global partnership strategy and growth, unlocking the potential of our world-leading effectiveness database.

Ace of Hearts

Save the Children UK

Maura Donlan

The Walt Disney Company has done it again

What an incredible Christmas ad

adam&eveDDB worked with Disney again this year to create a 3-minute long short that will simply blow you away.

It is dripping with Disney. Their characters, a rich story arc that pulls you through surprise and sadness but leaves you glowing. And the soundtrack. The soundtrack alone gave me chills.

Great evidence that long-form storytelling will always work. System1 has tested it, and it's one of the most emotional ads we've ever tested. Exactly what's made Disney a mega brand.

I share the world's best ads and why they work every day, follow for more.

How to unlock LinkedIn Premium for Marketers

Unfollow 20 accounts. And follow these instead.

LinkedIn is selfies, clicks, and suspicious claims if you follow the wrong people. If you follow these people, it's daily growth that makes you a better modern marketer.

AKA I see these people on my feed and it makes me a better marketer.

Brand growth (doing it, done it and/or sharing it)
Jon Evans - Ben Branson - Wael Jabi - Kate Tipper - Leah Spears - Barry Moore - Grant McKenzie - Nick Tran - David Rennie - Nicola Matthews

Strategic thinking I share/save too much
Jane Christian - Tom Roach - G Douglas - Will Poskett - Simon McCarthy - Neil Hoyne - Richard Kirk - Jennifer Shaw-Sweet

Research and effectiveness thinking
Lottie Unwin - Karen Nelson-Field - Mike Follett - Mats Rönne - Magda Nenycz-Thiel - Elena Jasper - Beth Marchant

Thinking and creativity that often makes my day
Cindy Gallop - Vanessa Chin - Henry Hayes - Conor Byrne - Dino Burbidge - Jo Bird - Ian Whittaker - Dave Trott

Winning in social and creators
Josh Fruttiger - Sam Kelly - Simon Harwood - Callum McCahon - Stephen Maycock - Peter Buckley

People like Mark Ritson
Mark Ritson

Side note, the algo really does seem to limit how many accounts you see these days. Do share who else I need to follow and turn their "bell" on so the feed gets better, please

New research shows the brand-building power of AI ads

Despite what people claim online

I'm sharing a brand new study with Tom Roach at Jellyfish's Viewpoint event today. The headlines and online chatter about gen-AI ads have been confusing, people claiming to hate them, yet it went so well for Coca-Cola last Christmas that they are doing it again. What gives?

System1 has tested a selection of brand and spec gen-AI ads to understand if people hate AI ads, or if it's just online noise.

It's the first study of its kind, with nearly 3,000 real humans. And it's all free in my column today: https://lnkd.in/eBkwGhjS

Although a very early small study, I was shocked by the findings.

1. If not prompted, normal consumers can't tell these have been made with gen-AI. Makes sense, consumers don't care about ads.

2. When prompted, people claim to have known AI was involved. But even then, the ads that people thought were made with AI got the largest positive emotional response. And the less people thought AI was invovled, the less they liked the ad!

A classic marketing lesson. People say one thing but feel and do another.

3. But AI is not a properly trained creative or marketer. It's just a tool. AI ads are more "left-brained" and struggle to use the "right-brained" creative features that Orlando Wood has proven to grow lasting brand effects.

4. And AI has a distinctiveness problem. It doesn't understand Distinctive Brand Assets. How some are better than others. Or even how to use them, as Mark Ritson and I shared at Cannes this year. We see significantly less brand recognition in gen-AI ads.

It's finally some data to confirm this new tool can be used to make brand-building advertising. Despite what people may post-rationalise online, people actually like AI ads. But it's a tool that needs to be put in the hands of properly trained marketers and creatives for it to create effective advertising.

Hence why Coca-Cola had hundreds of expert creatives and marketers working on this year's Christmas campaign still.

Have a proper read, you'll find one of the strongest car ads we've ever tested that was produced with AI. And let me know what you think.

Our industry must move beyond opinion and use data. A small early bit of research. We will continue exploring this space, but hope this is a useful start.

Congrats to Amy Houlihan and Luna Kamps for their support on this key project. If anyone wants the full deck we present, comment below and I'll send it ya.

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

This is the smartest articulation of modern marketing effectiveness I've seen in a while.

The most stupid thing a large brand can do is forget that it's a large brand.

Effie Worldwide and System1 have new evidence supporting this, coming out in January. It's much harder for challenger brands to grow, even harder when the category is shrinking.

Why?

Because challenger brands don't have the brand equity to trade off. And they often don't have the resources to compete creatively, or with media, at the same level as category leaders. They often find themselves in lower-attention media channels trying to gamble with more affordable "mass reach".

Category leaders should wake up - the game is rigged in your favour, don't get distracted by what's trendy. Do what's effective. Creativity appropriately supported by paid media.

Or as Les Binet puts it: "Go Big or Go Home."

Great read from James Hurman in the IPA (Institute of Practitioners in Advertising): https://lnkd.in/eWYuNmGa

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

Waitrose has made the longest Christmas ad ever

Demonstrating 5 key principles of brand building

A million people have watched Waitrose & Partners 4min long Christmas ad on YouTube - who said long-form content was dead?

System1's Competitive Edge platform tests every US and UK TV ad with Test Your Ad, I just found this in it. It's scored nearly top marks across the board, despite its length (people usually tune out after 30secs of an ad). 

Here's what it gets right.

Human insight - The strategy is there. A human driver: sharing love through cooking. This is partly the reason it scores a max 5.9 Stars in our emotional testing but this will also ensure that emotion goes to work as it builds useful memories for Waitrose inc. "Christmas", "Happiness", "Romance" & "Food".

Relative differentiation - Waitrose isn't trying to force-feed you unique Christmas products; instead, it shows the Waitrose lifestyle is more luxurious than the rest. Food nice enough to be gifted, and so nice that Keira Knightley shops there.

Creative idea > Celebrities - Celebs are used to make the idea more emotional. They are in service of the idea, not replacing one. Both are doing what they are best known for. Arguably the only way to use a celeb after trying to build one as a brand asset.

Right-brained - Character, story, a clear sense of place, and cultural references. Joe's recent appearance in The Traitors and Knightley's famous role in Love Actually bring this ad to life, making the brand relevant. These creative features are broadly interesting to everyone, not just their tight target audience. Great at recruiting non-brand buyers.

Distinctiveness - "Waitrose presents" at the start of the asset probably got debated for months. This simple trick brands without "ruining" an ad. Will never understand those who push to remove brand assets from ads, everyone knows ads are ads. We must brand heavily. Heck, I'd have cranked them up even further with Watirose products, tea towels, and bags in most shots!

Now it's over to Wairtose's killer marketing team to build mass memories through expert media planning. As Les Binet shared in his recent research, John Lewis (a similar exercise in festive long-form storytelling) only saw 3% of its reach come from organic/viral views. The other 97% of the 5bil impressions over 4 years came from paid TV.

The art of extending reach and refreshing memory structures through hard-working 20-second assets and short-form content on top of world-class long-form assets like this will see effects for Waitrose beyond December.

We've made the full research report free here: https://lnkd.in/eSwTvyTP

Congrats Nathan Ansell, Wonderhood Studios, MG OMD, Talent Republic & Biscuit Filmworks.

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

Oliver JP Osborne has built a viral planning tool to calculate your media balance between the "long" and "short." Here it is for free.

1000 people downloaded it after he shared it yesterday.

I had no idea he was doing this, but he's used the below chart from my Effie Worldwide and System1 research, "The Creative Dividend," that Mark Ritson shared at Cannes.

I've checked it out, and I approve. So much so that I've already used it for 2026 marketing planning. It's useful for a read on whether you are moving in the right or wrong direction.

He's let me give it away for free here: https://we.tl/t-02NZCQXWuj

The link expires in a week. Merry Christmas.



A few nuances for those interested:

1. This data is from 1265 campaigns across Europe and the US. Generalised for all brands and campaigns.

2. The "long" element is an average of lasting brand effect creation, like differentiation, trust, fame, etc. The "short" is how good the channel is at grabbing cash in 6 months.

3. I've had a few people comment on how Direct Mail or SEO could have any lasting effect. C'mon, receiving mail through your door won't CHANGE how you feel about a brand? Or a brand appearing first when you Google it? All channels can do both, just in different amounts.

4. These are averages. We should understand how channels work for our categories and brands, but this is often expensive, so averages like this are useful. Not perfect.

We are releasing the Creative Dividend as a book in January, 100 analysing how creativity and media spend can be used to reliably grow businesses. Follow me, and I'll also share it for free next month.

If you're brave enough. Share your results below. Whoever is closest to the Les Binet and Peter Fields classic 60:40 rule, I'll mail them a free copy of the book in Jan.

Big thanks, Oliver, top work! Why didn't I think of this...

Great example of 2 key marketing effectiveness principles

1. Sell the feeling - it's been shown time and time again, emotional positioning not only works harder but it's more difficult to copy.

It doesn't taste like soup.
It feels like a hug.

2. Outdoor ads get more attention and change more behaviour if they have a clear sense of place, and can be consumed as a whole.

This could be a blank background with a product shot and the line. Splitting the ad into parts and messages.
Instead it's someone sitting at their lunch table.

You can find all the evidence for this, alongside other effectiveness principles (like using just 1 or 2 brand assets in outdoor and only using one message) in System1 and JCDecaux publication 'Double Take' from myself and Beth Marchant.

Free here: https://lnkd.in/gesN9nJ4

Which agency did this?!

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

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Meta now earns more selling scam ads than news brands make in total - insane

Unlike a growing group of marketers, I'm not anti-digital advertising. There's plenty of evidence now that properly supported creativity in digital (especially short-form video) can not only achieve a high ROI but also grow healthy brands.

HOWEVER, the double standards make me uncomfortable.

News is responsible for what it publishes to make cash, and can be sued if it gets it wrong.

Social platforms just let anyone post anything to make their cash, and are rarely held accountable. How can news possibly survive in that environment?

Also, marketers go on and on about brand safety, but only in some media channels. What gives?

As Vanessa Otero concludes, the solution is simple: "news outlets need to sell more ads to scammers."

Of course, she's kidding - but if we want a sustainable marketing and media ecosystem, clearly this all should be addressed.

NB: sources at the bottom; scam ads are ads that purposely trick people into handing over cash for nothing in return.

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

In outdoor, ideas must work at a glance. No one's pulling over to read your ad.

This gives huge brands such an advantage. They can play with their distinctive assets to not change the world but to remind customers the brand exists, refresh memory structures, and increase the chance of a sale.

I love this example from Diageo Ireland and OLIVER Agency (Pete's team).

It follows a lot of the principles in System1's and JCDecaux's 'Double Take' research - choose your most distinctive brand asset and apply it to an idea that makes it culturally relevant, attracting broad attention.

Yes, I know this idea's been done before. I don't care. Normal consumers don't either. They don't work with a diary of creative ideas in their top drawer.

Smirnoff's global stretch also makes scalable campaigns difficult. This ad can stretch across markets. Simple ideas often are the best.

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

Brilliant example of short-form creativity

One of the strongest creator ads we've tested in a while

System1 has been working with TikTok over the past few years to really understand how short-form ads can build brand whilst converting demand.

In our research, we found ads that create a stronger emotional response, see stronger brand lift - 2.1x awareness gains and 3x the brand association changes. And 50% more ad recall.

The key to creating this emotional response was showmanship - character, a clear sense of place, a story unfolding, etc. Which this ad has in spades. When System1 tested it with TikTok users, it scores a 4.8 Star Rating. Putting it in the top 5% more emotional short-form ads we've researched.

However, emotion with distinctiveness is useless. We found editing a logo into the start of an asset causes more skipping and less brand awareness growth generally. Putting the logo and product in context like this is a far more effective way to brand.

Finally, the top association created by the ad is "energy". With 49% of people linking this to the brand after watching. This is exactly the right strategy for Huel.

The IPA (Institute of Practitioners in Advertising) recently showed that creator campaigns have a similar long-term ROI (ie brand building!) to TV. This is exactly the kind of content that will achieve that.

Thanks for sharing Kineta Kelsall.

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

I'm beginning to cringe when a marketer says the word "culture" to me

You just know the next five buzzwords coming.

You rarely see big "culture" campaigns that aren't about organic social, creators, or jumping on a trend. This isn't culture marketing, it's jumping to tactics before you've sorted your stuff out. It's not customer first. It's doing what is popular within marketing.

This new thinking from Elliott Millard at Thinkbox brilliantly explains the hole in this sort of logic.

1. Buzz Balls are huge right now. Gen Z is guzzling these things down. The search data shows they are booming. And sure, there's 50k organic bits of content on social with 14mil organic views.

2. Peppa Pig is still of far more interest, consistently, to everyone. Dwarfing these sorts of trends. This little piggy gets 48mil minutes PER WEEK.

3. Huge huge huge trends like Labubu do boom, but they always collapse.

4. Love Island and shows like Wednesday still dwarf these trends, but importantly, they are predictable and last.

I think marketers have leaned far too much into the allure of "free organic reach" and "culture first," when often this stuff is just tired to reach, while TV is clearly getting far more reach and is more "culture first" than any fantastic organic campaign.

Yes, you can do some marketing via organic trends but 1) it's always a gamble and 2) it's rarely long lasting. Marketers need to demonstrate reliable expected commercial results from our work more often. This comes from paid reach, across any channel, executed to a high creative standard.

This all then falls out in the most hilarious "wrap reports" for campaigns that rely on engagement metrics (and impressions without attention data) that have very, very weak links to proper brand and commercial effectiveness outcomes. Often slapped together with some screenshots.

I've been in enough rooms judging the effectiveness of campaigns. These sorts of results quickly get picked apart when they stand next to actual outcomes like behaviour tracking, and even better: business results.

Demonstrating the link between marketing activity and commercial outcomes must happen if marketers are to be taken more seriously. I understand not all brands have budget for TV, but all brands have budget for paid media. And a proper strategy and creative quality are what ensure spend leads to lasting brand growth.

This simple trend data goes some way toward demonstrating that.

You can watch the full presentation here, it's very good: https://lnkd.in/evZV8zGi

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

The best ad I've seen this week

Currys do it again

I'm biased because American Psycho is one of my favourite films, but the work Currys plc has done this year to do what other retail brands couldn't deserves calling out.

I understand it's not a big TV spot. There isn't a traditional "insight" ot even "creative platform" here. But the strategy is solid. They've worked out what works on social to win.

They know they need to be salient and relevant to a new audience who are now on TikTok and Reels. And they know the only way to win is to entertain and stop the scroll.

Some brands have also understood this, but Currys do it again and again, in a distinct way with their own characters. Always very well branded.

It follows every principle in System1 and TikTok's publication to grow brands online: https://lnkd.in/exijWN8a

You can still grow brands in the "old way". You can also grow them like this. Love it.

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

How to unlock LinkedIn Premium for Marketers 2.0

Unfollow 30 people. And follow these instead.

I shared a super list of marketing talent to improve your feed yesterday and it appears we're craving proper LinkedIn content. It reached 160,000 people!

I could only tag 30 people, I missed so many. And others shared their top recommendations, which I agree with. So here is part 2. A curated list of marketers to follow, filling your feed with quality thinking to make us all better marketers.

Seriously, if you don't curate who you follow. You can't expect good things from this platform.

Brand growth (doing it, done it and/or sharing it)
Kate Whitehead - Matthew Herbert - Amelia Christie-Miller - Jamie Laing - Maurice Doyle - Dan Rubel - Sofia Colucci - Lottie Unwin

Quality strategy
🔥 Pollyanna Ward - Joe Burns - Fergus O'Carroll - Tom Roach - Zoe Scaman - Marcos Malagris - Praveen Vaidyanathan

Research and effectiveness
Orlando Wood - Dr Grace Kite - James Hurman - Les Binet - Lindsey Clay - Diego Chicharro 🦡 - Leanne Tomasevic - Jenni Romaniuk

Thinking and creativity
Aisha Hakim - Rory Sutherland - Olaf van Gerwen - Rob Mayhew - Dave Harland - Justin Oberman - Vikki Ross - Richard Shotton - Andy Pearson

Winning in social and creators
Ian McKenzie - Rachel Karten - Michael Corcoran - Zaria Parvez - Olivia Wedderburn - Rachael Ryan - Eugene Healey

People like Mark Ritson
Mark Ritson

Recommend putting their "bells" on, or you'll struggle actually seeing their content these days, the algorithm is becoming strange.

Shout who I missed still, I'm hungry to make my feed better too.

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

Jaguar is gently turning on paid ads to introduce their new concept car to the world

An alternative way to look at this beyond the headlines is through portfolio management and category dynamics. One of the first things you're taught when working at any large marketing organisation. When and where to invest.

Jaguar's size makes it a "challenger brand". Low market share.

Challenger brands thrive in growing categories; they struggle in shrinking ones. Category leaders thrive (and should reduce investment) when a category is shrinking. They will keep share and profit for longer.

JLR clearly believes high-end electric cars is a category that is booming because...it is. So they are using one of the brands in their portfolio to play there.

Yes, they dropped a lot of their distinctiveness and some equity, but maybe they are playing the 10-year game.

Very interested to see how this will play out. I want one of these cars 😂

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

Many UK beer brands are cutting ABV to as low as 3.4%. Quite possibly the most insane thing I've seen in FMCG in a while.

UK alcohol duty hikes are being used as a reason to "innovate" and allow consumers to "moderate" their booze consumption. The latest fantasy brands are making up to grab short-term cash.

My first job was working in a lab, partly trying to create alcohol-free versions of popular drinks. If you lose just 0.25% of alcohol in something, it dramatically changes everything from mouthfeel to sweet/bitter tastes. Some very large beer brands have cut their strength by 21%.

It's like a brand launching "eco" glass bottles and pretending it isn't about producing lighter packaging that is cheaper to ship.

These are decisions made from spreadsheets, not human insights. I'll be horrendously surprised if this doesn't backfire. I'm already seeing viral TikToks of people calling it out.

Like most things in marketing, there are two routes. Efficiency, doing more of something for less, faster. Effectiveness, creating behaviour change that makes everyone's efforts compound over time.

There are drink brands out there that are properly investing in creative advertising, allowing them to command a higher price point. Building equity and trust. There are brands doubling down on quality, sending more people to pubs to ensure their beer tastes great. Or innovating in pack, flavour, format, experience, and distribution. 

I'll let you have a guess which strategy will pay off more over 3 years.

The macroeconomic climate is harsh. Marketers should step up and be leaders, creating value. All very tough to do if we are simply seen as the colouring in department. We should grasp the 4Ps and show that marketing is an investment that reliably pays back.

Disney at their very best

Just look how their Christmas ad makes people feel

Yesterday, I shared that The Walt Disney Company's new Christmas short by the incredible adam&eveDDB is one of the most emotional ads System1 has ever tested.

I had to share the emotional trace from the research today. I've not seen anything like it in a long time. The powerful use of character, a clear sense of place, cultural references, story arc, and the incredible soundtrack take us on an emotional journey like no other.

But here's Disney's secret - it's not all happy.

They use sadness and surprise to draw us in, holding our attention. Which makes the peak end happiness even more intense. It's a very clear advertising trick that builds strong emotions and memories for brands, influencing behaviour for years after viewing.

Disney really are the best at what they do.

We've made the full research for this top-scoring Christmas ad free here: https://lnkd.in/e3wtUpN2

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

Petition for LinkedIn to launch "Following" and "For You" feeds

I'd like to see content from the people I follow. My feed is currently full of (usually great) content, but I've no idea who these people are.

Why not have a dedicated feed for all the thinking and updates from the people you've decided to follow? I'd log in more.

Otherwise, I'm going to need my Jon Evans updates via Teams, which I simply refuse to open.

#MakeLinkedInFantastic
#TheNewTwitter
#SlowNewsDay

If you watch this and don't sob, please block me.

The TikTok Awards have changed the game. Whoever came up with this idea at TikTok has earned their life's salary and should be sent to a beach immediately.

It's like the modern-day X Factor, demonstrating everything great about the platform. While making clear that creators are the new celebrities.

They select the top content and talent from the platform, users vote, and then an expert panel weighs in to hand out the final awards.

It's genuinely a brilliant move from TikTok, building a creator community, rewarding talent, and reinforcing TikTok's cultural relevance for advertisers. It's WIN WIN WIN. I'd be fuming at Meta watching this all unfold.

I've watched this so many times. You can FEEL how much it's changed their lives.

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

Airlean put pussi, kock and dik on billboards

Genius campaign

Airlearn has their work cut out for them, a language app competing with one of the best in the game (Duo Lingo's angry owl). They can't outspend Duo so they must be more creative to get attention.

Enter Pufferfish with a simple idea.

1. Pussi - “bag” in Finnish.
2. Kock - “chef” in Swedish
3. Dik - “steep” in Turkish

The outdoor ads are great, simple, and well-branded. But the extra 30mil impressions on viral TikToks will also help.

Shows the value of a good idea! Congrats Talia Schulhof.

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

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