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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
AdMiration feature: Dove's “Change the Compliment”
October 16, 2025
For this week’s AdMiration feature, we looked at consumer response to Dove's “Change the Compliment” ad, released for International Day of the Girl, which urges people to change how they approach ...
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Blog Advertising
AdMiration feature: ChatGPT’s “Pull Up”
October 9, 2025
For this week’s AdMiration feature, we looked at consumer response to ChatGPT’s latest “Pull Up" ad in comparison to the brand’s “The Intelligence Age” ad, which aired during the Super Bowl earlier ...
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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: Tootsie Pop's “How Many Licks”
September 25, 2025
For this week’s AdMiration feature, we looked at consumer response to Tootsie Pop's “How Many Licks" ad, which introduces a refreshed version of the brand’s 1970s classic commercial. Read on to get ...
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Blog Advertising
The brand analysts guide to smarter creative testing
September 24, 2025
Brand analysts face growing pressure to deliver creative results fast As a brand research analyst, you’re in the hot seat. CPG marketers are pouring billions into digital channels with an expectation ...
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Blog Advertising
AdMiration feature: Just Eat’s “Every Neighbour Got Their Flava”
September 18, 2025
For this week’s AdMiration feature, we looked at consumer response to Just Eat’s “Every Neighbour Got Their Flava” ad, which promotes the brand's on-demand delivery app and stars R&B artist Craig ...
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Blog Advertising
Consumer confidence in the financial sector is at an all-time high: Here's how to build and retain brand trust
September 17, 2025
Consumer trust in the financial sector is on the rise. And brand analysts face increasing pressure to act quickly and effectively to nurture and maintain it. From proving ROI to responding agilely to ...
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Blog Advertising
Telecom brand analysts have bigger budget—and more pressure to justify ad spend
September 15, 2025
You’re a brand research analyst at a telecommunications company. You work with complex, multi-channel campaigns across broadband, wireless and bundled services in a regulated market with high ...
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Blog Advertising
Navigating the measurement gap: A guide for QSR analysts
September 10, 2025
With inflation on the rise, consumer spending is down and many QSRs (quick-service restaurants) are seeing declining customer traffic. The pressure is on analysts to support effective AI-driven ...
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