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Posts by Kirsten Lamb

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
The formula behind the best football marketing campaigns
January 21, 2026
Top football marketing campaigns tap into and heighten day-game excitement, are typically built around the fans and often become cultural icons in their own right (just ask the 14% of people who say ...
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Blog Advertising
The psychology behind ads that make people buy
January 8, 2026
Human psychology is at the center of every great ad. Whether it’s their ability to cultivate prospective-shifting emotions frame-by-frame or the way they use perfectly placed social proof to propel ...
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Blog
The playbook for managing CX across markets
December 15, 2025
2025: The year Connected Insights became non-negotiable Brands are making x10 more decisions than they did just three years ago — thousands every month, across more channels, markets, and consumer ...
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Blog Advertising
What really drives ROI for Super Bowl ads? The not-so-secrets of Super Bowl profitability
December 3, 2025
A Super Bowl ad is the most expensive ad placement a brand can buy. One 30-second game day commercial costs around $7-$8 million per slot. But what a Super Bowl commercial demands in up-front costs, ...
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Blog
Top retail trends to watch in 2026
November 26, 2025
Immersive retail experiences. Predictive analytics. And sustainable ethics. What exactly does retail look like as we head into 2026? Understanding trends for the year ahead can help you predict key ...
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Blog CPG
From trend to core business strategy: Why sustainability became non-negotiable for CPG brands
November 21, 2025
Sustainability has been a big buzzword in the CPG space for over a decade. But more than just a passing trend, sustainability has become a core driving factor in consumers' purchasing decisions and ...
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Blog Advertising
Football ad strategies that score
November 10, 2025
Why should your next ad campaign be in the football stadium? The average NFL regular season game boasts an impressive viewership of around 18.58 million viewers per game across TV and digital ...
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Blog Brand
How brand analysts can track and support CPG brand health in a skeptical market
October 30, 2025
In September, U.S. inflation hit 3% for the first time since January. To deal with rising costs, consumers are cutting their spending across CPG categories and trading their branded products for ...
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Blog
How response curves lead to more strategic budgeting and better outcomes
October 22, 2025
Marketing Mix Modeling (MMM) response curves, also known as advertising response curves, show you how your marketing spend impacts your key business metrics, like sales and revenue, customer ...
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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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