The agency, which was first revealed in March last year, will be run by CEO, Rod Connors, a former Unilever and Nike UK marketing director and founder of The Branded Sport Group (BSG) marketing agency.

This is the first time a market research agency has established an ad agency and the creative agency will be based on its behavioural science work. System1 will quantitatively pre-test every piece of creative work before presenting it to clients and guarantee a minimum ROI against each idea.

Connors (pictured, right) said: "Creative advertising has always driven famous brand building but needs much more effective evaluation in the creative development process. It’s too important to guess.

"System1’s aspiration will always be for fame – those rare 5-Star campaigns that represent just 4% of all ads and create the greatest brand growth. Our new approach means we can guarantee a minimum performance level across every campaign idea that we develop"

John Kearon (pictured left), BrainJuicer’s founder said: "Having developed a method for accurately predicting famous, 5-Star campaigns, why not put that ability at the heart of an agency that only presents creative guaranteed to build Fame, Feeling & Fluency and deliver profitable brand growth?"

System1 will also be supported by an advisory board which includes: Richard Holmes, the CMO of Specsavers; Peter Soer, Kellogg’s CMO of Europe & EMEA; Adrian Holmes, creative partner, HHM, former chief creative officer, Lowe and Partners Worldwide’ and Mark Earls, author and latterly chair of global planning council at Ogilvy Worldwide.