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Posts by Jennifer Phillips April

Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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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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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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More to explore

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

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