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Posts by Kim Malcolm & Katie Sweet

connected insights learning loop
Blog
Connected insights: What they are and how to use them
August 19, 2026
Every consumer research project creates an opportunity for brands to learn. But what happens to those learnings once the project is over? Too often, the data from these consumer insights projects ...
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Blog Advertising
How staying true to each brand helps Anheuser-Busch win the big game
February 5, 2026
Anheuser-Busch has been the Official Beer Sponsor of the NFL for over 20 years, and it has over 50 years of experience advertising in the Super Bowl! In fact, this year it is the Super Bowl’s biggest ...
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Blog Advertising
What Super Bowl ads get right — and what brands can take beyond game day
January 29, 2026
Super Bowl ads operate under a different set of rules than everyday advertising. Brands compete for attention during the big game, but they also compete for memorability and cultural impact that ...
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Blog Advertising
AdMiration feature: Pillsbury’s “Big Biscuits”
October 2, 2025
For this week’s AdMiration feature, we looked at consumer response to Pillsbury’s “Big Biscuits” ad, part of the brand’s latest campaign to announce that its biscuits, crescent rolls and cinnamon ...
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Blog Advertising
AdMiration feature: Sipsmith’s “Wimbledon Campaign Serve”
July 10, 2025
For this week’s AdMiration feature, we looked at consumer response to Sipsmith’s “Wimbledon Campaign Serve” ad, which promotes Sipsmith’s status as an official Wimbledon sponsor. Read on to get our ...
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Blog Advertising
AdMiration feature: Goodyear's "STILL"
May 8, 2025
For this week’s AdMiration feature, we looked at consumer response to Goodyear’s “STILL” ad, which celebrates the role of Goodyear tires in American culture through the years. Read on to get our ...
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Blog Advertising
AdMiration feature: Dove’s “Moist Humor”
February 27, 2025
For this week’s AdMiration feature, we looked at consumer response to Dove’s “Moist Humor” ad. Traditionally known for its ads aimed at empowering and inspiring women with its “Real Beauty” message, ...
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Blog Advertising
Predictions for Super Bowl LIX ads
January 23, 2025
For this week’s AdMiration feature, we’re taking a break from our regular celebration of individual ads to kick off our Super Bowl coverage. Similar to last year, brands are dropping teaser after ...
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Blog Advertising
Zappi Amplify is 60% more predictive than other ad research approaches
February 27, 2024
If you could build your ideal advertising development program from the ground up, what would it look like? Three years ago we asked that question to a diverse group of insights professionals, ...
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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
The_future_of_connected_insights_Hero
The Connected Insights Imperative

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