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Posts by Kim Malcolm, Janine Klimko & Kelsey Sullivan

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
Hear them roar: Top Creative Effectiveness & Strategy Lions by consumer vote
June 26, 2025
It’s been a tumultuous few years for brands. And now, with inflation and a cost-of-living crisis, increased business demands for results and consumer expectations at an all-time high, creative ...
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Blog Advertising
C.R.E.A.T.E. better advertising with consumer insights
May 10, 2023
Let’s be honest, making advertising that really works isn’t easy. There are a lot of moving parts, but at its core, creating great advertising requires a mix of both art and science. It requires the ...
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