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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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superman flying through new cpg products
Blog Innovation
CPG disruption playbook: Insights from emerging brands
June 27, 2025
The CPG market is currently valued at approximately $2.3 trillion with a compound annual growth rate (CAGR) exceeding 4%. It's predicted to reach $2.8 to $3.4 trillion by 2030-2034. Around 30,000 new ...
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Blog Advertising
Why your 2025 campaign isn’t going viral (yet)
June 20, 2025
Every brand wants to go viral. Low ad spend, maximum reach and potential cult status. In the past, going viral happened almost at random — brands would just get lucky. But with AI and predictive ...
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milk wars
Blog Advertising
The milk wars: Big dairy vs plant-based milk campaigns — who’s winning the ad game?
June 10, 2025
“Got Milk?” “It’s like milk — but made for humans.” “Only real milk is real.” Since the late 1990s big dairy and plant-based milk brands like Silk, Oatly and Kiki have battled it out to claim the ...
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Blog Insights
Consumer insights are changing fast—here’s how to stay ahead
May 30, 2025
What do consumer insights look like in 2025 and beyond for CPG and QSR brands? The convergence of technology, behavioral science and artificial intelligence (AI) is rapidly reshaping consumer ...
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Blog Advertising
Real examples and research-backed practices for eco-friendly advertising
May 22, 2025
Sustainability isn’t just product's problem — it’s also advertisers’. And the impact of advertising on the planet is often massively underestimated. Right now, the ad industry contributes over ...
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Blog Advertising
AI ethics: The advertiser’s guide to using AI
May 9, 2025
In 2025, 78% of people surveyed say their organizations use AI in at least one business function. Currently, the AI market reached $244 billion. Experts predict it will grow beyond $800 million by ...
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Blog Advertising
7 retail advertising trends for 2025: From Ulta to Sephora
April 24, 2025
Early retail advertising focused on print, radio and television alongside catching shoppers’ attention with in-store displays. In the 1990s, retail advertising saw a huge shift with the rise of ...
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Blog AI
AI customer insights: The AI advantage in consumer research
April 15, 2025
From successful product launches to viral ads, consumer insights are a necessity when it comes to understanding who your customers are and what they want to see from you. And more consumer data is ...
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Blog Brand
They hated it, you bought it: 00s rebrands
April 15, 2025
The 2000s. Enter: End-of-the-world conspiracy theories, the widespread adoption of high-speed internet and the iconic Y2K aesthetic. And with the end of the nineties also came the rise of some of the ...
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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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