Ad rating specialist System1 has named Tristan Findlay as its new managing director for innovation.

According to the consultancy, Findlay will drive the development and growth of solutions to assist companies in implementing their ideas. He will also be responsible for expanding the platforms “adoption and impact in organisations around the world”.

“System1 is at the forefront of helping brands understand the emotional drivers behind effective advertising and innovation,” said System1 CEO James Gregory.

“Tristan’s deep expertise in innovation and his passion for fostering growth, both in business and in people, make him the perfect leader to drive this key pillar of our business forward.”

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

Findlay has nearly two decades of experience in market research. He began his career at Nielsen Bases. He has also held positions at Zappi, MMR and Toluna.

While at Toluna, Findlay was in charge of the UK commercial team and led initiatives such as the development of new corporate values for 2,500 employees.

He also served as the UK’s AI champion, advising on the use of AI for research.

Findlay said: “System1 has revolutionised how brands measure and predict the success of creative and ideas through the power of emotion.

“I am thrilled to join such an innovative organisation and help shape the future of its innovation platform. I look forward to collaborating with the team and our clients to drive impactful growth.”