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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 Advertising
What's working (and what's not) in telco advertising
September 29, 2023
Background Telco advertising fascinates me. It spans a wide range of communication strategies and creative styles. Telco ads convey functional benefits — price, speed, reliability etc. — as well as ...
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Blog Advertising
How to build your brand with digital advertising
August 22, 2023
How to build your brand with digital advertising
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Blog Advertising
Predicting advertising success: Why you need to combine research methods
July 18, 2023
Having spent much of my career in advertising research, I’ve always been keen to understand which copy-test metrics predict in-market sales responses most accurately. Different research companies ...
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Blog Advertising
How to find your advertising success formula
July 12, 2023
I imagine that this scenario will resonate with lots of brand managers. Your brand has been around for a while now and it’s doing OK, but it needs to grow. Your advertising has been fairly effective. ...
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Blog Advertising
The state of creative effectiveness in 2023
June 20, 2023
What makes an ad great? And what role does creative effectiveness play in getting an ad to greatness? This year, Dove made a powerful impact with its “Cost of Beauty” campaign, a raw and emotional ...
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Blog Advertising
C.R.E.A.T.E. better advertising with consumer insights
May 10, 2023
Let’s be honest, making advertising that really works isn’t easy. There are a lot of moving parts, but at its core, creating great advertising requires a mix of both art and science. It requires the ...
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Blog Advertising
The next revolution in advertising is here
May 1, 2023
We know the importance of creating effective ad campaigns that can boost sales and boost brand equity. But with a cost-of-living crisis, greater demands for ROI and consumer expectations for brands ...
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Blog Advertising
5 elements to electrifying advertising, from PepsiCo's CMO
April 26, 2023
What does it really take to create great advertising? Advertising that jolts consumers to take action? That leaves the mark of your brand within their minds? Jane Wakely, Chief Consumer and Marketing ...
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Blog Advertising
Super Bowl LVII analysis: How to make the most of your $7m
February 15, 2023
The Super Bowl is over — and while the game itself is a distant memory, we’re still talking about the ads that caught our attention during the night. Which brands won the Super Bowl, and what made ...
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