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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
The innovation secrets top brands won’t share —until now, with Janine Klimko
June 9, 2025
Janinie Klimko, Director of Product Strategy at Zappi, is an expert in brand innovation and consistently shares her expertise on successful innovation on LinkedIn through Innovation Spotlight. In ...
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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
What consumers like and dislike about advertising today
June 5, 2025
As part of our research into the state of creative effectiveness in 2025, we wanted to learn what consumers look for in advertising today to better understand what they typically like or dislike. To ...
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Blog Brand
Mascots that built empires: What iconic characters reveal about enduring brand strategy
June 4, 2025
Mascots give brands a way to communicate and connect with audiences. They’re far more than just playful characters — they’re memory shortcuts, emotional anchors and vessels of brand consistency. But ...
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Blog Advertising
What CMOs can expect from Cannes Lions 2025
June 4, 2025
Every June, the global marketing and advertising world descends on the French Riviera for Cannes Lions for a week of creativity, big ideas and even bigger conversations. And while the backdrop may be ...
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Blog Advertising
The state of creative effectiveness in 2025
June 3, 2025
It’s that time of year again — time for the release of our annual state of creative effectiveness report. Each year, we dive into how advertising has evolved in response to global trends and consumer ...
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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 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
TURF Analysis: Reach more people with less effort
May 29, 2025
Ever feel like you're juggling too many products, channels or messages and still not reaching enough people? You’re not alone. Whether you’re launching a new product or planning a campaign, you want ...
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