Links to the science behind effectiveness

A 13-part breakdown of the evidence, thinkers, and data that power this approach.

1. Why Fame, Fluency & Feeling?

We boiled it down to three proven factors. Why? Because these three predict long-term business success.

References:

  • Binet & Field, The Long and the Short of It (IPA, 2013)
    “Fame increases efficiency ×4” (p.63 summary chart)
    Slideshare Summary | Scribd Version

  • Orlando Wood, Look Out (System1, 2021) – Fluent Devices build recall and long-term share.

  • Andrew Tindall, Effectiveness in an Age of Efficiency (System1, 2024) – +0.9 correlation between Fame, Fluency, Feeling and share growth.

  • Ehrenberg-Bass Institute – DBAs improve salience, choice speed, and ROI.


2. What the Brain Really Responds To

  1. Fame = come to mind first

  2. Fluency = be recognisable

  3. Feeling = make people like you

References:

  • Binet & Field (2013), p.63: “Fame campaigns are most effective.”

  • Romaniuk & Sharp (2016): “High mental availability = faster growth.”

  • Romaniuk (2018): “DBAs reduce misattribution.”

  • Heath (2007): “Emotion builds lasting memory.”


3. Creativity = ROI Superpower

Creative marketing doesn’t just win awards. It wins in the real world.

Data Highlights:

  • Hurman (2016): Creative campaigns = 11× more efficient

  • System1 + LinkedIn (2023): Creative = 5× the ROI

  • Heath (2007): Emotion drives memory and behaviour

Sources:

  • The Case for Creativity – Hurman

  • The Cost of Dull – System1

  • IPA / Binet & Field – multiple campaigns

4. Effectiveness is Declining

We’re doing marketing more efficiently — but also more ineffectively.

Key Stats:

  • Effectiveness halved since 2008 (Binet & Field, 2019)

  • Short-termism is the culprit (LinkedIn B2B, 2021)

  • Emotionless ads = no growth (System1, 2024)


5. 12× Creative Effect

If you invest in high-quality creative, the upside is enormous.

Insights:

  • 12× greater impact from creatively awarded campaigns

  • Higher brand metrics, memory, and pricing power

Sources:

  • Hurman (2016), The Case for Creativity

  • WARC (2020), Creative Effectiveness Ladder

  • IPA (2018), Marketing in the Digital Era


6. We Stand on the Shoulders of Giants

We didn’t invent this. We translated it.

Contributors:

  • System1: Wood, Evans, Tindall

  • IPA: Field, Binet

  • Ehrenberg-Bass: Sharp, Romaniuk

  • Others: Kahneman, Ritson, Kantar, WARC

7. Brains Don’t Choose “Best”

System 1 chooses fast, emotional, familiar options.
Source: Kahneman (2011), Thinking, Fast and Slow


8. How Marketing Works with Brains

Good marketing fits how people actually decide.

Evidence:

  • System 1 = 90% of brand decisions

  • Creative + familiar + emotional = long-term success

  • 12× uplift from emotionally engaging creative (Hurman, 2016)


9. The +0.9 Correlation

Tindall’s System1 research shows it’s not opinion — it’s proven.
Stat: +0.9 correlation between Fame, Fluency, Feeling and share growth
Source: Tindall (2024)

10. The 95:5 Rule

Only 5% of buyers are in-market at any time.

Implication:
You must reach the 95% to grow. Memory = sales later.
Source: Dawes (Ehrenberg-Bass), LinkedIn B2B Institute


11. How Fame Works

Fluent devices + fame work = memory building.

Examples: Meerkats, Kevin the Carrot, Honey Monster
Supporting Work:

  • How Brands Grow – Sharp (2010)

  • Look Out – Wood (2021)

  • The Long and the Short of It – Field & Binet (2013)


12. Fluency in Action

Be recognisable and consistent — or you’ll be misattributed.

Stats:

  • 84% of ads are wrongly attributed (Romaniuk, 2018)

  • Fluent devices = 27% more share growth (Wood, 2021)

Heuristic:
“Easy = right” – Reber et al. (2004); Kahneman (2011)


13. Feeling Sells

People don’t choose rationally. They choose emotionally.

Evidence:

  • Affect Heuristic (Slovic, 2002)

  • System1’s “Star Rating” predicts growth

  • Right-brain ads outperform (Wood, 2021)



Reference Library

  • Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux.

  • Binet, L. & Field, P. (2013). The Long and the Short of It. IPA.

  • Hurman, J. (2016). The Case for Creativity. Previously Unavailable.

  • Romaniuk, J. (2018). Building Distinctive Brand Assets. Oxford University Press.

  • Sharp, B. (2010). How Brands Grow. Oxford University Press.

  • Wood, O. (2021). Look Out. System1 Group.

  • Tindall, A. (2024). Effectiveness in an Age of Efficiency. System1 Group.

  • Slovic, P. et al. (2002). The Affect Heuristic. Cambridge University Press.

  • LinkedIn B2B Institute (2021). The 95:5 Rule.

  • WARC (2020). Creative Effectiveness Ladder.