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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 Innovation
From meh to must-have: How brands nail product optimization
June 13, 2025
In the boardroom, every product feels like a winner. Then (if you don’t do your research) it hits the shelf and you discover the truth. Food Navigator USA reports 80-85% of new CPG products fail ...
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Blog
How top brands use exploratory research to spot the next big trends
June 6, 2025
Consumer behavior isn’t just evolving, it’s changing at a dizzying pace. It’s #littletreatculture one month, and semaglutide-induced appetite shifts the next. Add economic pressures, channel ...
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Blog Advertising
Are your ads missing the mark? Blame (and understand) behavior
June 2, 2025
"We need to stop interrupting what people are interested in and be what people are interested in.” [[ — Craig Davis, Co-founder of Sendle]] According to Harvard Business School, 95% of purchase ...
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Blog Advertising
How to use consumer insights to build smarter ads and better products
May 23, 2025
Consumer behavior is shifting fast. Rising costs, convenience, and shortening attention spans impact the ways people discover products and what they buy. Add in values-driven behavior and the desire ...
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Blog Advertising
Full-funnel, full flavor: How CPG & QSR campaigns stay cutting-edge
May 9, 2025
The biggest brands aren’t guessing anymore. They’re constantly learning and turning those insights into a competitive edge. From AI-powered everything, including image generation and real-time ...
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Blog Brand
Brand affinity: Why customers love (and stick with) top brands
April 24, 2025
Some brands don’t just have customers. They inspire devotion. Take Nike’s “Dream Crazy” campaign featuring Colin Kaepernick. When the NFL quarterback took a knee during the national anthem to protest ...
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Blog
What is brand activation? (And how to make yours unforgettable)
April 14, 2025
When Barbie turned the world pink in 2023, it was more than a movie launch—it was a masterclass in brand activation. From Airbnb’s Malibu Dream House to custom Xbox consoles to Burger King Brazil’s ...
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Blog Advertising
How winners win at Cannes Lions: Making an impact
April 4, 2025
The Cannes Lions International Festival of Creativity is the advertising industry’s most glamorous event. Held each year on the sun-drenched French Riviera, the festival draws 15,000 creative ...
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Blog Marketing
Beyond likes and shares: Mastering social media market research
March 21, 2025
Every social media marketer searches for a way to quantify their results. “Likes” and “shares” are great, but tying your work to a return on investment (ROI) makes an impact your boss can’t ignore. ...
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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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