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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
How brand research analysts can turn fragmented retail media into actionable insights for CMOs
September 15, 2025
Analysts face a difficult challenge because every retail media network (RMN) speaks a different language. Amazon, Walmart, Target, social and CTV all report performance differently, which leaves you ...
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Blog Advertising
How CMOs can turn retail media spend into predictable, incremental growth with 60% more accuracy
September 5, 2025
For CMOs, ballooning media spend budgets raise four urgent questions: How can you prove ROI? Are you able to react fast to change? Are you able to stay consistent while personalizing? Can you scale ...
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Blog
The MBA-to-CPG career path: Opportunities, challenges and what to expect
August 28, 2025
The MBA-to-CPG (consumer packaged goods) path is well-worn for good reason. The CPG field offers structure, global scale and the chance to run household name brands early in your career. Yet, there ...
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Blog
How to pick the best consumer insights platform for your brand
August 20, 2025
Sixty-six percent of senior marketers feel concerned they’re falling behind in understanding their audience. The right consumer research insights platform can flip that worry. Test product concepts, ...
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Blog Advertising
Strong concepts win markets: How to validate product and campaign ideas before they go live
August 11, 2025
Product innovation is a high-stakes gamble unless you validate early and often. You don’t have the time or budget to bet on the wrong idea. TL;DR When every idea sounds promising internally, it’s ...
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Blog Advertising
How to confidently launch creative that performs: A practical playbook for modern brand teams
July 31, 2025
You wouldn’t build a house without a foundation. So why launch a campaign without testing the creative? Creative launches are high-stakes. Budgets are tight, timelines are tighter and mistakes are ...
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Blog
Get answers, not approvals: How modern teams use on-demand consumer insights to move faster
July 24, 2025
You’re not just fighting for consumer attention. You’re also competing against marketing teams already testing, learning and optimizing in real time. The fastest teams have a built-in iteration ...
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Blog Advertising
Human touch vs. algorithmic precision: Rethinking shopper marketing in a digital era
July 15, 2025
Shopper marketing once relied on shelf space and clever design. Now, algorithms play a major role. Design and visibility still matter. Yet, competitive brands add real-time data, predictive ...
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Blog Advertising
Why your ads get ignored—and how to fix that
June 27, 2025
You can develop the best brief for a targeted launch. You might even think your creative is on point, but still feel your stomach sink when the metrics flatline. People are seeing your ads, they’re ...
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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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