Launch for BrainJuicer's System 1 Creative Agency

BrainJuicer has officially launched its 'System1 - Feel More: Buy More' creative agency, which taps the group's work in behavioural science and its belief that the emotional, instinctive 'System 1' brain trumps the rational, evaluative 'System 2' brain when consumers make brand choices.

The term System1 thinking was coined by psychologist and Nobel Laureate Daniel Kahneman to describe the way consumers make most of their decisions: quickly, intuitively and emotionally. The new London-based agency, first announced in March, aims to put BrainJuicer's ad testing at the heart of creative development. Based on the behavioural science principle that the more a consumer feels for a brand, the more a consumer will buy, System1 - Feel More: Buy More will quantitatively pre-test every piece of creative work prior to presenting ideas to clients, and guarantee a minimum ROI against every idea.

It will be run by CEO Rod Connors (pictured), who previously served as Unilever and Nike UK Marketing Director, and also founded The BSG (Branded Sport Group) marketing agency. He will be supported by an advisory board comprising Richard Holmes, the CMO of Specsavers; Peter Soer, Kellogg's CMO of Europe & EMEA; Adrian Holmes, Creative Partner, HHM, former Chief Creative Officer, Lowe and Partners Worldwide; and Mark Earls, author and latterly Chair of the global planning council at Ogilvy Worldwide.

Commenting on the launch, Connors said: 'Creative advertising has always driven famous brand building but needs much more effective evaluation in the creative development process. System1's aspiration will always be for fame - those rare 5-Star campaigns that represent just four per cent of all ads and create the greatest brand growth. Our new approach means we can guarantee a minimum performance level across every campaign idea that we develop'.

Web site: www.system1agency.com .