Long-term advertising: The Higgs boson of creative effectiveness

System 1, the research agency, has been looking for the missing link – the Higgs Boson particle – between creative output and effectiveness: this is what it found.

The offices of behavioural agency System1, in London’s Russell Square, bear no resemblance to the extraordinary construction that is the Large Hadron Collider, the 27km long particle accelerator built by CERN deep underground on the France-Switzerland...