Learn how McDonald's has partnered with Zappi to build its test-and-learn approach to innovation, rather than a "test to earn a good score" approach.
ON-DEMAND WEBINAR
Winning the World Cup: Consumer insights with Grupo Lala
On-demand webinar: See how Grupo Lala approached integrated insights for the World Cup, plus a live look at Zappi ad and innovation testing across a real campaign.
WHAT YOU'LL GET
How to build a winning integrated campaign
At the World Cup, brands show up everywhere at once. Testing every asset in one consumer insights platform - and letting each result shape the next - is what makes a campaign land. Hear how Grupo Lala approached their World Cup campaign, and see how Zappi can make this possible across any major sports moment. You’ll learn:
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What an integrated campaign demands: Hear how Lala approaches the World Cup as one campaign rather than a set of separate efforts, and what that means for the insights work behind it.
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Building a connected insights function: Lalo walks through what it takes to connect innovation and advertising research across a campaign: the talent, the tools, and the challenges of getting there.
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Leveraging consumer insights in sports marketing: A practical view on where consumer testing adds the most value across assets.
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Zappi in action: Watch how Zappi tests across a real World Cup campaign, from the ad to packaging, surfacing connected consumer insights.
Our speakers
Lalo Luna - Director of Strategic Insights, Grupo Lala
Lalo Luna has spent nearly two decades leading insights at some of the world's biggest CPG companies, including Colgate, Mondelēz, and Heineken Global. He now leads Strategic Insights and Analytics at Grupo Lala, where his work sits at the intersection of consumer understanding, innovation, and campaign strategy. Right now, he's leading the insights work behind Lala's 2026 World Cup campaign.
Marla Castañeda - Account Director, Zappi
Marla Castañeda leads enterprise partnerships across Latin America at Zappi, working with CPG brands to build insights approaches that drive smarter decisions. She brings a deep understanding of the regional market and a track record of turning consumer data into commercial impact.
