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Posts by Jennifer Phillips April

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Blog Innovation
New food & beverage brand categories to watch in 2026
March 9, 2026
New CPG categories rarely begin with a single breakthrough product. They emerge when consumers start thinking about familiar products differently. When that shift happens, brands begin designing new ...
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Blog Advertising
7 ad testing mistakes that can sink your campaign
February 25, 2026
Your team has finished the edits. You’ve booked the media plan and locked the launch date. Then, someone says, “We should probably test this.” Crickets. At this stage, change is expensive. The ...
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Blog Advertising
The cost of controversial brand campaigns of 2025
February 19, 2026
All press is NOT good press. Take Cracker Barrel’s 2025 logo update. Loyal customers flooded social media with reactions like, “Listen to your customers and stop ruining a good thing. ❤️ The new look ...
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Blog Advertising
Ad research ROI: A marketer’s guide to proving value
February 11, 2026
Is ad research a critical part of your marketing plan, or is it still judged as a “nice-to-have?” If it’s the latter, you can shift it to an essential by showing how tying research to decisions leads ...
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Blog Advertising
How top brands are winning with football advertising
January 26, 2026
Football still delivers something most media channels can’t. Scale and attention simultaneously. From Sunday matchups to sold-out stadiums, football advertising reaches fans when they’re emotionally ...
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Blog Advertising
How much Sunday Night Football advertising really costs
January 16, 2026
Sunday Night Football isn’t just another primetime show. It’s one of the last places where advertisers still get what linear TV used to promise by default: massive, live, unduplicated reach. NBC’s ...
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Blog
What today’s best insights teams have in common
January 9, 2026
You’re watching the clock for your next meeting when someone asks, “Can we get some quick data on this?” This question is more about confidence than research. Decisions are happening faster, and the ...
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Blog Advertising
The new Super Bowl playbook: Real-time data and rapid creative optimization
December 12, 2025
The Super Bowl is one of the biggest stages in advertising in the US, but most brands still treat it like a one-night performance. They air the ad, watch the reactions roll in, then wait for a long ...
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Blog
How Zappi helps financial teams stay ahead of shifting trust signals
December 4, 2025
Trust in financial services is rising, but it’s still slippery. One good interaction lifts confidence. One moment of friction drags it down. Modern consumers move quickly, and algorithms easily sway ...
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More to explore

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The State of Creative Effectiveness
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CPG Mega-Trends: 2026 edition
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The Connected Insights Imperative

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