Much is made about the creative decisions in ads for the Big Game, but how does all that money, those requisite celebrity cameos, and everything else that goes into these multi-million dollar investments translate into Return on investment? Today we’re going to talk about what the numbers tell us from all those high-profile ads and who the winners and losers of the Advertising Bowl are in 2025. To help me discuss this topic, I’d like to welcome Nataly Kelly, CMO at Zappi, who unveiled their annual Super Bowl Ad Success report on Monday. We’re here to talk about the approach, the results, and what those results mean for brands that invested a lot of money - and time - into their campaigns. About Nataly Kelly I help companies unlock global growth For more than two decades, I have helped scale businesses across borders, as an executive at B2B SaaS and MarTech companies. I’m Chief Marketing Officer at Zappi, a consumer research platform. I spent nearly 8 years as a Vice President at HubSpot, a multi-billion-dollar public tech company, driving growth on the international side of the business. Having served as an executive at various tech companies, I’ve led teams spanning many functions, including Marketing, Sales, Product, and International Ops. I’m an award-winning marketing leader, a former Fulbright scholar, and an ongoing contributor to Harvard Business Review. I love working with interesting people and removing barriers to access. RESOURCES Zappi website: https://www.zappi.io/web/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…
Collaboration is a skill set that requires training and practice and it is an essential part of UNSDG 17, which focuses on partnerships between governments, the private sector and civil society. In this episode, guest Blythe McGarvie, shares expert advice on how to collaborate across global spaces and be a better global citizen. McGarvie is an expert in building successful global relationships as a former chief financial officer and chief executive officer and now a board member of many multi...
Collaboration is a skill set that requires training and practice and it is an essential part of UNSDG 17, which focuses on partnerships between governments, the private sector and civil society. In this episode, guest Blythe McGarvie, shares expert advice on how to collaborate across global spaces and be a better global citizen. McGarvie is an expert in building successful global relationships as a former chief financial officer and chief executive officer and now a board member of many multi...
The season of the podcast focused on the role of technology in global affairs. In this episode, Professor Jacqueline Stevens, Professor of Political Science at Northwestern University and Founding Faculty Director of the Deportation Research Clinic at the Northwestern Buffett Institute for Global Affairs shares her expertise on the use of big data technology at the border and its impact on migration, deportation, and human rights.…
Democracies around the world are grappling with the best uses of artificial intelligence (AI), the ethical and legal challenges it can pose as well as the benefits it can bring to citizens. In this episode, Catherine Régis, expert in AI governance and regulation talks about the importance of involving experts and citizens to address AI's ethical challenges, the need for international collaboration and initiatives to address AI-related issues and the potential of AI to accelerate progress on t...…
As more consumer-focused companies harness the power of artificial intelligence (AI) and machine learning, research on human-machine interactions is becoming increasingly important. In this episode, Venus Jin, PhD, Director of the Communication Program at Northwestern in Qatar, talks with Annelise Riles about her research in this area and examines how AI influences and shapes individuals' choices across various industries.…
As the 24th President of France, François Hollande was leading the country at the launch of the United Nations (UN) Sustainable Development Goals—calling them one of the UN’s “most decisive steps toward ensuring the collective well-being of people and the planet.” In this episode, Hollande reflects on progress towards the goals and addresses the need for international reform, the importance of intergenerational collaboration and the potential for democracy to address global crises.…
Health and environmental risks surrounding disasters at nuclear power plants have become all the more urgent over the past year as Russia’s war in Ukraine persists and the threat of nuclear disaster looms at the Russian-occupied Zaporizhzhia Nuclear Power Station in southeastern Ukraine. In this episode, radiation expert Gayle Woloschak, PhD, shares insight on the impact of past nuclear disasters, how Russia's war on Ukraine brings to the surface the threat of more nuclear disasters, and how ...…
This season on the podcast, we are exploring the intersections between emerging technology, global affairs and the United Nations Sustainable Development Goals. In this episode, Annelise Riles dives into a topic she is personally passionate about: the power of multilingual engagement. Multilingualism has been identified as key to achieving the 17 United Nations Sustainable Development Goals. Guests Morten Christiansen and Viorica Marian join Riles to discuss multilingualism research and shed ...…
In this episode, Annelise Riles talks Beatrice Fihn, the Former Executive Director of ICAN - the International Campaign to Abolish Nuclear Weapons. Under her leadership, ICAN was awarded the 2017 Nobel Peace Prize and played a key role in the adoption of the landmark UN Treaty on the Prohibition of Nuclear Weapons.…
Many deepfakes are designed to spread disinformation or cause confusion and mistrust, and therefore are a threat to UN Sustainable Development Goal 16: Peace, justice and strong institutions. How do we combat deepfakes, and can technology help us in any way to address this global challenge? Annelise Riles talks about this topic with V.S. Subrahmanian, one of the world's leading experts on the role of AI in national and global security.…
Combating climate change, and its impacts, is at the heart of the United Nations Sustainable Development Goals. More specifically, public education is key to addressing UNSDG number 13, which is climate action. In this episode, Spencer Glendon PhD. talks about his efforts to create a public utility for climate change through his nonprofit climate literacy initiative, Probable Futures.…
The impact of Russia’s war in Ukraine is far-reaching with some scholars arguing that the conflict threatens progress on all of the UNSDGs, especially UNSDG 16: peace, justice and strong institutions. In this episode, international law expert Oona A. Hathaway, discusses legal recourse to prosecute Vladimir Putin and other top Russian leaders for the crime of aggression, a move that many say is essential to restore international world order.…
Three members of Northwestern University’s delegation to the United Nations Climate Change Conference of the Parties (COP27) reflect on their experiences at the event, which was held November 2022 in Sharm el-Sheikh, Egypt.Niloufar Sarvian is a PhD candidate in Earth and planetary sciences at the Weinberg College of Arts and Sciences, Regan Seckel is a JD candidate in the Pritzker School of Law and Reynaldo Morales, PhD, is an Assistant Professor of Northwestern University with a joint facult...…
In this episode, two foreign career diplomats explain why facilitating communication and cooperation between their homelands and the communities of Chicago is essential, and the role of local diplomacy in addressing the United Nations Sustainable Development Goal 17, which is partnership for the goals. The current Consulate General of the Republic of Argentina in Chicago, Beatriz Vivas, and former Deputy Consul General of the Korean Consulate in Chicago, Woong-ghee Cha, share their insights.…
Former Ambassador Susan Jacobs spent much of her career in diplomacy focused on international children's issues, including a position as the United State’s first Special Advisor for International Children's Issues, helping to uphold The Hague Conventions on adoptions and abductions. In this episode, Jabobs joins Annelise Riles to talk about her career in the foreign service, as one of the first married women to become a foreign service officer, and her work as it relates to United Nations Sus...…
Collaboration is a skill set that requires training and practice and it is an essential part of UNSDG 17, which focuses on partnerships between governments, the private sector and civil society. In this episode, guest Blythe McGarvie, shares expert advice on how to collaborate across global spaces and be a better global citizen. McGarvie is an expert in building successful global relationships as a former chief financial officer and chief executive officer and now a board member of many multi...…
Racism is a human rights issue and eliminating racism is essential to UN Sustainable Development Goal 16: just, peaceful and inclusive societies and Sustainable Development Goal 10: Reducing inequalities. But what is done globally to combat this problem? Vilna Bashi, PhD, aims to blend her work as an artist and sociologist to explore answers to this question. Bashi is a sociologist and the Osborn Professor of Race, Ethnicity, and Global Diversity in the Department of Sociology at ...…
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