Brave Bison announces new strategic investment in System1

We’re thrilled to announce that Brave Bison has made a strategic investment in world-leading creative effectiveness platform System1 by way of a share-for-share exchange with John Kearon, System1’s largest shareholder and founder.

While Brave Bison and System1 remain separate companies, this exciting new move means we’re now more closely aligned, invested in each other’s success, and able to innovate new solutions together in future.

Founded in 2000 by entrepreneur, researcher and industry leader John Kearon, System1 is one of the most respected creative effectiveness platforms in the world with a client roster of major global brands including Sky, Google, Waitrose and Subway.

Its flagship product, Test Your Ad, measures audience’s emotional responses to advertising second-by-second, and scores creative against a database of more than 120,000 ads and 18 million emotional responses. In simple terms: it predicts how well advertising will perform in the real world.

We believe that System1’s mission to make marketing more effective aligns closely with our own mission to help businesses capitalise on the complexity of the modern marketing landscape.

In an increasingly fragmented, AI-accelerated and data-saturated environment, modern marketers face great difficulty in identifying the levers that truly drive growth. With Brave Bison’s expert teams focused on orchestrating bespoke solutions across marketing consultancy, training and execution to capitalise on that complexity, System1 provides the behavioural science expertise and predictive effectiveness frameworks that can ensure those decisions translate into measurable commercial impact.

We’re excited about what we can build together, and even more excited about what it means for our clients. From strategy to creative development to in-market execution, we can now help ensure their decisions are truly grounded in evidence and guaranteed to drive measurable, effective growth.

John Kearon, Founder of System1, commented:

“I’m delighted to be rolling my equity interest in System1 into Brave Bison. I firmly believe that with Brave Bison's shared ambition, vision, and support, System1 will be best able to fulfil its growth potential and create a braver, brighter future.”

Oli Green, Executive Chairman, Brave Bison added:

“We’re incredibly excited to be formalising our partnership with System1 — a business we have long admired for its leadership in creative effectiveness and disciplined, evidence-based approach to growth. We see significant strategic alignment between our organisations and meaningful opportunity to innovate together in ways that benefit both our clients and shareholders alike.”