ITV Commercial Announces System1 Partnership

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The partnership was announced as the Euro 2020 advertising competition kicks off
ITV Commercial Announces System1 Partnership

As the countdown begins for the nation's favourite sporting event, Euros 2020, ITV Commercial today announces an exciting new partnership with System1 as they officially launch the first phase in their competition that will see one advertiser scoop a free TV ad spot in Euro 2020 final. 

System1, an independent specialist ad testing agency, will work with ITV to measure each ad’s level of emotional engagement using their star rating system. Their approach is based on the work of psychologist Paul Ekman and has been validated using the IPA’s effectiveness award winners to link emotional engagement to long term effectiveness. The agency has worked with some of the UK’s best-known brands, such as John Lewis and Co-op. 

Advertisers, media agencies and creative agencies can register their interest here from 1st February. The final deadline for entries will be 26th June, with the winner announced by 10th July, ahead of the Euro 2020 final on 12th July. The winning ad is asked to be contextually relevant to the Euros themselves. 

Kate Waters, director of client strategy and planning ITV, ITV Commercial said: “We always want to ensure advertising is as entertaining and as relevant as it can be. This competition is a small step to help make that happen. System1 is the perfect research partner for ITV as we begin our search for the brand that has the ambition, vision, and ultimately creativity to produce an advert that will be at the forefront of one of 2020’s largest live sporting event greatest cultural moments.” 

Jon Evans, CMO at System1, said: “Euro 2020 is a golden opportunity for brands to score with the public - but our research shows half the ads on TV leave them flat. Effective ads don't just give people a lift, they benefit the bottom line. We're over the moon to be helping ITV reward effectiveness, new ideas and enthusiasm with this competition. It's a chance for creative brands to showcase their work on one of the most coveted stages in UK advertising. May the biggest feelings win!”.

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System1 Group PLC, 2 months ago