Andrew TindallEvery podcast appearance, updated as new ones drop

Being known in this industry isn’t the same as being good at it. In episode two of Untrended, we look at the gap between the two. Jamie Fewery, Creative Director at Publicis Pro, takes over hosting for this season’s first guest episode. He’s joined by Andrew Tindall, Chief Growth Officer at System1, who reaches one to two million people a week on LinkedIn. Andrew started posting daily when he had 200 followers. That makes him well placed to say what turns attention into real authority. They talk about personal branding, B2B thought leadership, AI-written LinkedIn posts and the commercial case for building a profile. Andrew uses System1’s principles of advertising effectiveness to explain how people build brands. He also says why 99% of B2B thought leadership misses, and why your follower count and your reach have stopped moving together. The episode is for marketing leaders who want influence that leads to growth, not just a crowded dashboard. If your LinkedIn strategy is “post something, anything,” this one is for you. Key Takeaways Andrew says the four principles that make advertising work also build personal brands. One of them involves wearing the same suit for eight weeks on national TV. The people with real authority in marketing have two things in common. One is a silly hill to die on. The other is a lot less obvious. Andrew has a blunt rule for AI-written LinkedIn content, and he wants Mark Ritson to hear it. Social media has become algorithmic media, so follower count and reach no longer move together. New research from System1, TikTok and WPP shows how little follower count now matters. Most people who lose their edge stopped doing the actual marketing job somewhere along the way. Chapter Markers 00:00 Jamie takes the host’s chair, with System1’s Andrew Tindall 00:57 Does personal branding deserve the cynicism? 02:07 How what you post shapes your next job 03:16 Why slagging off other people’s work gets you nowhere 04:15 The four principles of brand growth, applied to people 07:19 Posting every day to 200 followers 08:21 Can a personal brand be a liability? Finding your silly hill to die on 09:36 Why 99% of B2B thought leadership misses 11:05 Does any of it move the needle? 13:37 “If you can’t be arsed writing it, I can’t be arsed reading it” 16:10 LinkedIn bots that don’t get the joke 17:11 Andrew’s advice for building a personal brand in 2026 19:17 The commercial case for authority 20:03 Keeping up: Cannes, research cycles and a 7am AI briefing 22:13 Subcultures, cultural branding and Jack Daniel’s 25:29 Where people go wrong, and why you shouldn’t water yourself down 28:10 Reality Check: does follower count still matter? 30:18 Strip it all away: who are the best marketers? 30:44 Wrap-up and next episode: putting the brief on trial Useful Links & Resources Publicis Pro: https://publicispro.com/ System1, home of ad effectiveness testing: https://system1group.com/ Andrew Tindall on LinkedIn: https://www.linkedin.com/in/andrew-tindall/ The Long and the Short of It by Les Binet and Peter Field (IPA): https://ipa.co.uk/ Connect With the Show LinkedIn: https://www.linkedin.com/company/publicisprob2b/home/ Instagram: https://www.instagram.com/publicisprob2b/ Website: https://public

Ignaz Semmelweis proved handwashing saved lives, but doctors ignored his messy data for decades. Thousands died waiting for perfect proof. This week, Elena and Rob sit down with System1 Chief Growth Officer Andrew Tindall to talk about what makes marketing research worth trusting. Andrew breaks down why distinctiveness alone won't grow your brand, and why emotion is the real profit driver. The conversation also covers his research on creators, consistency, and why audio remains one of the most underrated channels in the industry. It's a must-listen for any marketer trying to separate real evidence from marketing hype. Topics covered: [03:00] What "useful evidence" means for marketers [10:00] Andrew's favorite research-backed finding on emotion [13:00] Surprising results from the Creator Effectiveness Playbook [17:00] Why distinctive and emotional ads drive more profit [20:00] The case for "compound creativity" and consistency [25:00] Why audio and radio remain overlooked and undervalued [32:00] Andrew's most contrarian marketing opinion To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter . Resources: 2026 The Drum Article: https://www.thedrum.com/opinion/andrew-tindall-marketing-doesn-t-need-perfect-evidence-it-needs-useful-evidence Andrew Tindall’s LinkedIn: https://www.linkedin.com/in/andrew-tindall/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Powered by Protein Production Technology International A breakthrough ingredient or production process may create headlines, but can it create a defensible business? In this episode of the Protein Production Technology International podcast, Nick Bradley was joined by Kerry Rees and Andrew Tindall of HGF, alongside Gilbert Verschelling of The Protein Brewery, Tim Fronzek of Nosh.bio, and Casey Lippmeier of Checkerspot, to explore how alternative protein companies can build intellectual property strategies that support long-term commercial success. The panel discussed why effective IP management extends far beyond filing patents, examining how founders can align protection strategies with business objectives, fundraising plans, partnerships, and commercialization roadmaps. The conversation explored the balance between patents and trade secrets, the risks of over-filing, and how companies can ensure their most valuable innovations remain protected as they scale. The speakers also shared insights into what investors look for when assessing technology businesses, explaining why strong IP portfolios can strengthen a company's position but are rarely enough on their own. Market traction, execution capability, regulatory progress, and commercial readiness all play critical roles in building investor confidence. From collaboration agreements and freedom-to-operate considerations to licensing strategies and enforcement, the discussion offered practical guidance for founders navigating one of the most important - and often misunderstood - aspects of building an alternative protein company. A must-listen for founders, R&D leaders, investors, legal teams, and anyone seeking to transform innovation into a scalable and defensible business.

Send us Fan Mail What actually mattered at Cannes? More importantly... What should marketers do differently because of it? In this special collaboration between The Sleeping Barber , That's What I Call Marketing , and System1 , we unpack the biggest lessons from Cannes Lions and turn them into practical advice for the second half of the year. Topics include: Mark Ritson & Byron Sharp's rare appearance together Why creativity still beats optimization AI's real role in advertising The rise of creators Why memory—not impressions—is becoming the metric that matters Why audio may be marketing's biggest opportunity The Q4 creative playbook If you're planning campaigns for the second half of the year, this conversation is your roadmap. Chapters: 00:00 - Welcome & Why This Conversation Matters 01:20 - What Really Happened Between Byron Sharp & Mark Ritson 05:35 - Where They Still Disagree 06:15 - Why Consistency Is Marketing's Biggest Weakness 09:20 - What Marketers Often Misunderstand 11:45 - AI After Cannes: Hype vs Reality 17:15 - Are We Already Bored of AI? 18:35 - Brand Characters, Consistency & Memory 23:40 - Why Audio Could Be Marketing's Next Big Opportunity 31:30 - Why Radio Still Works 37:20 - Creators: What Most Brands Get Wrong 43:30 - Memory Is Becoming Marketing's Most Important Metric 51:50 - The Q4 Playbook 54:00 - Feels vs Deals 59:00 - Why Great Christmas Ads Return Every Year 1:00:30 - Final Advice for Marketers The Sleeping Barber is a marketing podcast hosted by Marc Binkley and Vassilis Douros, breaking down strategy, marketing effectiveness, and the evidence behind what actually grows a business. Hosts Marc Binkley Quatical: https://quatical.com/ LinkedIn: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros Website: https://vassilisdouros.com LinkedIn: https://www.linkedin.com/in/vassilisdouros/ Follow The Sleeping Barber Website: https://sleepingbarber.ca YouTube: https://www.youtube.com/@sleepingbarberpodcast Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-a-marketing-podcast/id1609811324 LinkedIn: https://www.linkedin.com/company/sleeping-barber/ Subscribe wherever you get your podcasts, and hit follow so you never miss a drop.

Send us Fan Mail Description Your media dashboard looks confident. Clicks up. Conversions tracked. Reach reported. But according to three years of evidence built on 1,265 global campaigns, that dashboard may be the single biggest obstacle standing between you and real business growth. Andrew Tindall is Chief Growth Officer at System1 and the author of The Creative Dividend, a landmark publication built on the Effie Awards global case library representing $139 billion in market share. His finding is blunt: the more short-term digital metrics you chase, the less profit and market share you report. Not because measurement is the problem, but because marketers have been measuring the wrong things and the platforms selling those metrics have every incentive to keep it that way. In this conversation, Marc and V dig into the data behind that claim: what Excess Share of Creativity (ESOC) actually measures and why it predicts profit growth exponentially, why all four dimensions of effective advertising: emotion, distinctiveness, showmanship, and consistency, are declining simultaneously, and why creator content outperformed TV as a builder of long-term brand demand in the research. If you've ever sat in a room where the digital dashboard was treated as gospel and felt something was off — this episode is the evidence you were looking for. Timestamps 00:00: Introduction — The Wanamaker problem and why digital metrics created a vicious cycle 11:35: Defending the research — methodology, the awards-database critique, and what the FE case library actually proves 20:10: ESOC: Excess Share of Creativity — the new metric that pairs creative quality with media spend 29:10: What marketers are actually measuring vs. what drives profit and market share 35:50: The four creative qualities — emotion, distinctiveness, showmanship, consistency — and why all four are declining 43:15: The non-negotiables — how to prioritise when budget is tight 49:35: Super Touch Points and creators — why creator content beat TV for building future demand 54:58: Closing — the one thing every marketer should take from The Creative Dividend References Primary Source — Episode Focus Tindall, A. (2026). The creative dividend: Advertising that pays back. System1 & Effie Worldwide. https://system1group.com/the-creative-dividend IPA Effectiveness Research Binet, L., & Field, P. (2013). The long and the short of it: Balancing short and long-term marketing strategies. Institute of Practitioners in Advertising. Field, P. (2019). The crisis in creative effectiveness. Institute of Practitioners in Advertising. https://ipa.co.uk/knowledge/publications-reports/the-crisis-in-creative-effectiveness Field, P. (2016). Selling creativity short. Institute of Practitioners in Advertising. System1 Research Wood, O. (2019). Lemon: How the advertising brain turned sour. Institute of Practitioners in Advertising. Agency Economics Farmer, M. (2019). Madison Avenue manslaughter: An inside view of fee-cutting clients, profit-hungry owners and declining ad agencies (3rd ed.). Lioncrest Publishing. Referenced in Discussion (Contextual) Kahneman, D. (2011). Thinking, fast and slow. Farrar, Straus and Giroux. The Sleeping Barber is a marketing podcast hosted by Marc Binkley and Vassilis Douros, breaking down strategy, marketing effectiveness, and the eviden

This week Andrew Tindall of System 1 discusses his new book The Creative Dividend and how it lays out a practical framework for improving creative effectiveness.

From running one of the world’s coolest pop-up bars to sparking heated LinkedIn debates, System1’s Andrew Tindall takes on the 10 Questions challenge to share his wildest career stories, why he’s always dressed head-to-toe in Guinness merch, and why he thinks marketers need to bring the fun back… Hosted on Acast. See acast.com/privacy for more information.

What is a super touchpoint and why are they so powerful? In this episode, Rory Sutherland is joined by Senior Vice President at System1, Andrew Tindall. As an effectiveness pro, Andrew knows that mail does not only drive sales, but it also grabs attention, builds awareness and trust, with physical impact that lives on in the home. Together, Andrew and Rory talk about: What makes System1 different from other market research companies How understanding behavioural science can enhance your marketing performance Stats from the Effie Worldwide database such as, “90% of campaigns using mail drive a direct sales impact within six months” What a super touchpoint is and why mail can be classed as one The importance of trust in marketing Plus, they share why mail’s physicality can surprise and delight your customers. 00:00 Intro 00:41 Welcome to Andrew – what is the origin of System1 and what makes them different from other market research companies? 03:17 How understanding behavioural science can help marketers choose the right media 05:33 Direct mail is effective and demonstrates costly signalling 07:16 Andrew and Rory discuss why mail grabs attention and is kept, felt, and remembered 09:33 What is a Super Touchpoint? Andrew draws on research from Effie Worldwide database to highlight mail's ability to build strong brand awareness and drive sales 15:14 Why mail allows you to be creative – examples from Hiscox and The AA 16:54 The potency of the unexpected: why the physicality of mail surprises and delights 18:24 The importance of trust – what System1 is doing to measure it, and how mail can build it 22:10 Why marketers should judge success based on attentive reach, not cheap CPMs 24:30 Outro Andrew Tindall is the Senior Vice President at System1. He is a marketing effectiveness expert, specialising in how creativity and emotion drive results across media. He partners with top global brands and agencies to scale effectiveness insights, publish award-winning thought leadership, and deliver practical, accessible advice that helps brands make creativity work harder. Follow Andrew. LinkedIn - https://www.linkedin.com/in/andrew-tindall X - https://x.com/andrewtindall_ TikTok - https://www.tiktok.com/@andrew.tindall Follow Rory. LinkedIn - <

Send us Fan Mail Welcome to the Sleeping Barber Podcast, where business leaders get the best and most credible information on marketing, strategy and innovation. In our latest podcast episode, we sit down with Andrew Tindall, Senior Vice President of Global Partnerships at System1, to explore the crucial role of creativity in advertising. Andrew shares his journey from starring on "The Young Apprentice" to leading global partnerships at System1. Learn why creativity ranks second in driving ad profitability, the pitfalls of AI-generated content, and the elements that make ads truly effective. We also discuss why dull ads pose the biggest risk to your business and so much more. Don't miss this opportunity to learn from one of the brightest minds in marketing. Enjoy the show! Our Guest: Andrew Tindall SVP Global Partnerships @ System1 https://www.linkedin.com/in/andrew-tindall/ https://system1group.com/ Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: Holistic Effectiveness Framework https://www.linkedin.com/posts/andrew-tindall_advertising-marketing-activity-7202563554573438976-Oh8T Creatively Awarded Ads are Average https://www.thedrum.com/opinion/2024/05/21/creatively-awarded-ads-once-effective-are-now-officially-average Creative is undervalued https://www.linkedin.com/posts/marcbinkley_we-marketers-underestimate-the-value-of-activity-7188522028625231872-0GXU The best & Wurst of pre-testing https://www.thedrum.com/opinion/2024/04/25/the-best-and-wurst-pre-testing-why-marketers-need-visit-my-sausage-factory Majority of B2B ads are ineffective https://www.marketingweek.com/majority-b2b-creative-ineffective/ Kantar - Paul Dyson https://www.kantar.com/inspiration/advertising-media/the-advertising-multipliers-that-matter-are-not-what-marketers-think Definitions for Paul’s Work https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability#the-drivers-of-profitability TimeStamps 0:00 - Podcast Intro and Introduction to Andrew Tindall 3:22 - Andrew’s career from TV to Medicine to Alcohol to Ads 7:10 - The importance of good product design - Burger King 8:30 - Creativity is the biggest driver of ad profitability 11:57 - The problem with AI-generated creative & platform metrics 13:38 - Why do we undervalue the inputs and overvalue the outputs 16:53 - Making time to think 20:15 - Awards for creativity vs. creative effectiveness 24:34 - Refusing to learn performance marketing 26:09 - Why we’ve not seen massive effects in creative effectiveness 27:45 - Measuring effectiveness with System1 31:08 - eSOV + Emotion drives profitability 35:16 - Nearly 75% of B2B ads are not effective in the long term 36:45 - B2B customers are not different than B2C 38:50 - Creative effectiveness is against a benchmark 39:59 - Strategy is critical for effective advertising 41:58 - 3 elements of effective ads: Unique, Engaging, Craft 46:30 - Dull ads are the biggest risk to your marketing investments 48:43 - Outdated ideas on pre-testing ads 50:04 - Shit that arrives at the speed of light is still shit 52:08 - Post-pod with V & Marc Where to Listen: Apple Podcasts: https://po

In this insightful episode, we delve into the complex world of intellectual property (IP) related to alternative proteins, a rapidly expanding sector due to its innovative approaches to sustainable food production. Our hosts are joined by Sara Holland and Andrew Tindall, IP experts from Potter Clarkson, who specialize in synthetic biology and alternative proteins, including cultivated meat.

This week, we posed as a wide receiver to catch ad land’s premier Super Bowl pundit, Andrew Tindall, to tell us which of this year’s cohort of cost-the-earth commercials were MVPs…and which fumbled the ball. A man who hadn’t slept in days, we snared Andrew straight from System1’s Super Bowl “war room”. After spending the past week testing the ads our industry can’t help but get sweaty about year on year, he’s here to tell us what “won” the Super Bowl and why. An award-winning marketer with a commercial background at some top notch FMCGs, Andrew leads System1's global partnership strategy and growth, seeking out the world’s best ads and why they work to unlock the potential of their world-leading effectiveness database. He talks to us on Young Apprentice being a way of "getting out of Huddersfield'', studying medicine for 3 years, wanting to work in alcohol, how System1 predicts creative potential and effectiveness, his mentor, colleague and friend Orlando Wood , why effectiveness is relative; outperform your category, the hierarchy of evidence, the brilliant Jenni Romaniuk , creativity as the UK’s greatest export, and lots more. Plus, of course, the Super Bowl winners and losers, including Michelob Ultra, Messi, using celebs, mayo cat, T-Mobile and Pfizer. Touch down on the play button. You won’t be disappointed. ///// Follow Andrew on LinkedIn Find out more about System1 and their ad effectiveness predictors The only four slides you need for Super Bowl 2024 ad insights from System1 Here’s Andrew’s Super Bowl piece in The Drum And his personal favourite Super Bowl ad of 2024, Foot Washing Plus Mr P by Pringles And if you haven’t seen them, watch 2024’s top scoring Super Bowl ads here: Dunkin’ Donuts , Hellmann’s , Reese’s , Oreo , State Farm , Popeyes , T-Mobile , NFL , Michelob ULTRA , Booking.com , and Budweiser . Timestamps (01:50) - Quick fire questions (03:45) - First jobs, BBC’s Young Apprentice, and going from med school to marketing (07:40) - How he ended up testing marketing effectiveness at System1 (13:12) - How System1 predicts creative potential and effectiveness (17:50) - Which ads “won” the Super Bowl? (21:15) - What Michelob ULTRA did right (27:14) - His favourite Super Bowl ad of 2024 (and it’s one no one is talking about) (30:45) - Efficiency and effectiveness (36:35) - Listener questions (42:00) - What US marketers can learn from the UK (46:30)<