Findlay to Lead Dedicated Innovation Team at System1

Ad creative testing and measurement specialist System1 has formed a dedicated Innovation team, led by MD Innovation Tristan Findlay, a recent arrival at the firm.

System1 was founded as Brainjuicer in 2000 by current company President John Kearon, has operations on five continents and combines in-depth expertise with a database of more than 100,000 ads, to allow brands to compare their ads against those of competitors. Solutions include Test Your Ad (TYA) and Test Your Innovation (TYI), which predict the short- and long-term commercial potential of ads and ideas, while Test Your Brand (TYB) measures the impact of ads and ideas on brand health.

System1 says the formation of the new team will strengthen its innovation offering generally and will support a major revamp of its innovation testing suite. Findlay(pictured) joined System1 at the start of this year, with nearly twenty years of experience from companies including Toluna, MMR, Zappi and Nielsen.

Also joining the innovation team are Jessi Odenbach (Chicago), Meghan Reinhardt (Boston), Danny Rodriguez (Los Angeles), and three people in London - Sarah Watts, Sofia Acción Barr and Hannah Rodrigues.

Odenbach joins as Head of Marketing Innovation, with more than fifteen years of experience in digital and integrated strategy for global brands like PepsiCo and McDonald's. Reinhardt, who will serve as Innovation Lead for the Americas, is an expert in building innovation and ad testing programs with a decade of experience in tech and change management. Rodriguez takes the title of 'Labs Lead - Innovation Specialist', and brings more than a decade of experience across research, commercial and data science roles.

Watts joins the team as Commercial Lead for Innovation EMEA, with more than twenty years' experience with CPG clients and deep knowledge of consumer decision-making, advanced analytics, and AI, while Barr becomes Product Manager for Test Your Innovation, and Rodrigues Research Director, Innovation.

CEO James Gregory comments: 'This new team brings together some of the sharpest minds in innovation. Their combined expertise is already shaping the future of our innovation platform - ensuring that brands can create with confidence. With their leadership, we're not just upgrading a product - we're building a best-in-class innovation offering that connects emotion to commercial success.'

Web site: www.system1group.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.