The offices of behavioural agency System1, in London’s Russell Square, bear no resemblance to the extraordinary construction that is the Large Hadron Collider, the 27km long particle accelerator built by CERN deep underground on the France-Switzerland border. But where CERN found the elusive Higgs boson, so System1’s chief innovation officer Orlando Wood claims to have found the marketing equivalent: evidence of the creative effectiveness that CFOs demand of marketers.

But to begin at the beginning. At the 2018 IPA EffWeek conference (London, October 2018), Wood outlined three mental shortcuts that advertisers need to create:

  • fame, because if a brand comes readily to mind then to our system one brains it is a good choice,
  • feeling, because if I feel good about a brand it is a good choice,
  • fluency, because if I recognise a brand quickly it is to my system one brain a good choice.