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.