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Posts by Jennifer Phillips April

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Blog
World Cup marketing: What the smartest brands are doing before kickoff
June 5, 2026
The road to the 2026 FIFA World Cup is becoming a marketing event in its own right. Brands started competing for audience attention months ago with Adidas, Nike, Budweiser and others rolling out ...
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Blog Innovation
How to use portfolio analysis to prioritize your product mix
May 27, 2026
Quarterly reporting can hide portfolio problems surprisingly well. A mature product may still generate reliable revenue even as consumer momentum shifts elsewhere and newer categories struggle to ...
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Blog Innovation
Concept testing vs usability testing: What’s the difference?
May 18, 2026
Most new products fail. Take McKinsey, which puts the failure rate at 75% for consumer goods, while Harvard’s Clayton Christensen puts the number at 95%. One way things go wrong is teams often test ...
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Blog
How to automate insight reporting without losing strategy
May 6, 2026
With insights automation, your team can produce a polished report in a fraction of the time. The charts update automatically and the summary can even write itself. Yet the most important question ...
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Blog Advertising
Cross-market benchmarking for smarter global decisions
April 28, 2026
Global campaigns rarely perform the same way across markets. Teams see it all the time. One region responds with enthusiasm and it seems flat in another. There’s plenty of data. The problem is the ...
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Blog Advertising
Cannes award-winning ads also deliver results?
April 17, 2026
Creative work wins awards, but many brands still struggle to prove it also drives revenue. That gap shows up in budget conversations and how campaigns are measured. This tension sits at the center of ...
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Blog Advertising
How World Cup marketing evolved from TV to social
April 7, 2026
During the 2014 FIFA World Cup, Nike dominated the conversation with their “Risk Everything” campaign. It featured soccer stars Cristiano Ronaldo and Neymar, who racked up millions of views during ...
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Blog Innovation
How AI-powered concept screening accelerates innovation
March 30, 2026
In the 1980s, Colgate decided to sell frozen dinners. Colgate had brand recognition and loyal customers, and the frozen meal market was booming. The idea seemed like a natural extension. What the ...
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Blog Innovation
From new idea to market leader: Building and owning a category
March 19, 2026
When Salesforce entered the market, many buyers saw it as an unusual alternative to traditional enterprise software. Companies like Oracle and SAP sold large systems installed on company servers. ...
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The State of Creative Effectiveness
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CPG Mega-Trends: 2026 edition
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