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  • Will Goodhand

Author

Will Goodhand

Will Goodhand leads the Communications research team at System1 PLC, determining the long and short-term effectiveness of advertising. He works with many UK and international charities, as well as FMCG and tech companies. Will’s work leverages System1 Ad Ratings, capturing consumers’ emotional response to every ad as they go on air in the UK and US, including all Not-For-Profit advertising. Will is a volunteer Trustee of SURF, the Rwandan Survivors’ Fund charity. His multi-agency team won The Drum magazine’s Marketing Can Change the World Award for Best Digital Strategy & Campaign, using insight as the input to programmatic advertising for SURF. During 16 years in market research, Will has moonlighted as a stand-up comedian, reality show contestant (Beauty & the Geek) and Parliamentary candidate in the north east, for which he deserves no charity whatsoever.

Guest Authors

The Effectiveness Recipe for NFP Ads

Will Goodhand Jan 6, 2020 0
In my previous article, I explored how emotions play a big part in Not-For-Profit ads, showing how happy and positive emotions boost long term effectiveness; while sadness only results…
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Guest Authors

Can Positive Charity Ads Have More Impact?

Will Goodhand Dec 11, 2019 0
Since 2017, we have been recording, analyzing, and tracking every ad released in the UK and US in the not-for-profit sector (other sectors, of course, are available). We predict both…
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Guest Authors

Where Are NFPs Going Wrong with Their Advertising?

Will Goodhand Dec 6, 2019 0
Although the aim is to support a good cause, ad effectiveness is not a given. Not For Profit campaigns, in fact, seem to struggle with long term growth. Through the System1 benchmarking…
Read More...

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