System1, Inc.

But, like, some p- personal Sophie history is, like, before Coolzone, it was, like, iHeart.

Before iHeart, I worked at HowStuffWorks, and before HowStuffWork, like, Works, the, the company was owned by a company called System1, and then System1 sold, uh, HowStuffWorks to iHeart, and then we started Coolzone.

So there's, like, this weird thing-

Yeah

Hold on.

It's owned by System1.

What's System1?

Bro.

Uh, they say MapQuest is its flagship internet utility with $37.2 million in quarter one of 2026, and 30 million in quarter two of 2026.

We, you know, do all our market mix modeling, and, um, we can prove that creativity drives business.

And we have things like System1, of course, and, and those things that, um, you know, they, they, they talk about that.

So proving its business outcome, I think, has been a really important part.

Yeah.

Yeah.

I remember...

I mean, funny you mention System1, but I mean, the first time I ever used them, the creative agency came out with an amazing campaign.

I mean, it's honestly-

I think just looking purely into engagement, again, I think in the creator era, there is so much we're experimenting and trying out and learning in nowadays.

And, um, System1 and TikTok, they just released a new, a new research.

Yeah.

You should all read that.

You, you don't have to have it right up front.

But that's not, that's not typically how System1 is.

They want like-

Yeah

Yeah, you did great, by the way.

Thank you for being here.

Strategy Director, System1, out of London.

Thank you all.

So, um, so yeah, I started working in London, um, at GfK NOP was the first job I had, but... and, and then I moved on.

I actually ended up in Brainjuicer Labs for quite some time, which now System1, but, um, that was, like, my favorite job I've ever had, just because it was, we were at the cutting edge of behavioral science and integrating that within our methodologies and, and, you know, developing new methodologies.

So it was really creative, um, creative and, and kind of thought-provoking, like experimental, kind of all those things that, you know, I love in my work.

Um, [clears throat] and so worked at a few other agencies while I was there, but over time, you know, I realized, okay, I really like innovation research, but- I actually wanna be more involved in, you know, driving the actual decisions of what solutions we're creating.

That resonates a lot, actually.

I know when I used to work at System1, I noticed that, like this pattern, that every year-

Yes

... roughly the same number of customers would drop out.

Yeah, yeah

... they've done years and loads of research.

And with many of the companies that I've worked for, they, they deserve the credit for at least scientifically proving this fact, but also to something like System1 who is there to give us the data and the research to prove that.

And marketers do need this data and research to be able to deliver that.

So lots of planning has to go behind things, and you need to know who needs to be at which stage of each one of these things, and who's the clear decision-maker at each stage gate.

Now, I only managed, uh, 10 quarters of consecutive growth at System1.

Which, by the way, is incredibly impressive.

Which is, which w- which is a great run, and averaging about 25% growth each quarter.