System1's argument to finance: creative quality with a correlation coefficient behind it is no longer a matter of taste. As the deck puts it, this is the evidence for creative effectiveness that CFOs need to demand of marketers and their agencies.

QuoteBrand & Creativity

“System1's argument to finance: creative quality with a correlation coefficient behind it is no longer a matter of taste. As the deck puts it, this is the evidence for creative effectiveness that CFOs need to demand of marketers and their agencies.”

Source

Fluent Devices Case Study - Creativity & Effectiveness: Developing creative best practice for long-term growth in a multi-platform world (System1 Group) (2019)

System1 Group; Fluent Devices research led by Orlando Wood, IPA Databank effects measured with Peter Field

Slide 8, System1 Fluent Devices case study (2019)

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