Led by London-based Tristan Findlay, managing director of innovation, who joined System1 in January, the team will work with clients to advise them on the impact of their ideas and uncover emotional drivers.

Through the dedicated team, System1 is aiming to strengthen its innovation offer and support a revamp of its innovation testing.

The company’s ‘Test Your Innovation’ product, launched last year, is used to help predict the commercial performance of innovations before they go to market. The tool, like System1’s ad testing approach, is based on measuring consumers’ emotional responses.

On the innovation team in the US will be: Chicago-based Jessi Odenbach, head of marketing innovation; Meghan Reinhardt, innovation lead for the Americas, based in Boston; and Los Angeles-based labs lead and innovation specialist Danny Rodriguez.

In London, Emea commercial lead for innovation Sarah Watts is joined on the new team by Sofia Acción Barr, product manager for ‘Test Your Innovation’, and Hannah Rodrigues, research director, innovation.

System1 chief executive James Gregory said: “This new team brings together some of the sharpest minds in innovation. Their combined expertise is already shaping the future of our innovation platform – ensuring that brands can create with confidence.”