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…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn athttps://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Smolucha: Affirm Jordan: Reverse Harris: Punt Illinois Supreme Court: https://www.illinoiscourts.gov/courts/supreme-court/oral-argument-audio-and-video/ IL App: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn athttps://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Piasa: Reverse Blanquart: Affirm Mazurkiewicz: Reverse Illinois Supreme Court, Piasa: https://www.illinoiscourts.gov/courts/supreme-court/oral-argument-audio-and-video/ IL App: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Sommer: Affirm Todman: Punt White Sox: Reverse Illinois appellate: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ 7th circuit PCI case: https://media.ca7.uscourts.gov/sound/external/nv.24-1947.24-1947_01_16_2025.mp3 IN APP: https://mycourts.in.gov/arguments/default.aspx?&id=2945&view=detail&yr=&when=&page=1&court=app&search=&direction=%20ASC&future=False&sort=&judge=&county=&admin=False&pageSize=20…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Dupo Oilfield: Punt Waetzig: Affirm Trent: Affirm SCOTUS: https://www.supremecourt.gov/oral_arguments/audio/2024/23-971 Illinois appellate: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/…
Ashley Keller, who represented the respondents, in Royal Canin U.S.A., Inc. v. Wullschleger and won 9-0 on the short side of a circuit split joins the show to discuss the decision.
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Ehrenberg: Affirm SCOTUS: https://www.supremecourt.gov/oral_arguments/audio/2024/24-656 Illinois appellate: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Goodrich: Affirm Petta: Affirm Walker: Reverse Illinois Supreme Court: https://www.illinoiscourts.gov/courts/supreme-court/oral-argument-audio-and-video/…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: K Stones: Reverse Magnuson: Affirm Mesco: Affirm Illinois Appellate can be found at: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ 7th Circuit case can be found here: https://media.ca7.uscourts.gov/sound/external/nv.24-1660.24-1660_12_10_2024.mp3 and here: https://media.ca7.uscourts.gov/sound/external/ef.24-1307.24-1307_12_12_2024.mp3…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Hedgepeth: Reverse Wages and White Lion: Dan: Reverse Pat: Affirm Guns Save Life: Reverse Illinois Appellate can be found at: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ 7th Circuit case can be found here: https://media.ca7.uscourts.gov/sound/external/ef.24-1427.24-1427_12_12_2024.mp3 Supreme Court case can be found here: https://www.supremecourt.gov/oral_arguments/audio/2024/23-1038…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Lindbom: Affirm Cistco: Affirm Koshinski: Affirm Illinois Appellate can be found at: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ 7th Circuit case can be found here: https://media.ca7.uscourts.gov/sound/external/nv.24-1843.24-1843_12_06_2024.mp3…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Incubacol: Affirm Skrmetti: Affirm Schroder: Reverse Indiana Appellate case can be found at: https://mycourts.in.gov/arguments/default.aspx?&id=2933&view=detail&yr=&when=&page=1&court=app&search=&direction=%20ASC&future=False&sort=&judge=&county=&admin=False&pageSize=20 7th Circuit case can be found here: https://media.ca7.uscourts.gov/sound/external/nv.24-1559.24-1559_12_05_2024.mp3 SCOTUS case can be found here: https://www.supremecourt.gov/oral_arguments/audio/2024/23-477…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure to Go Wrong: Cao: Affirm Westforth: Reverse Court of Appeals of Indiana case can be found at: https://mycourts.in.gov/arguments/default.aspx?&id=2926&view=detail&yr=&when=&page=1&court=app&search=&direction=%20ASC&future=False&sort=&judge=&county=&admin=False&pageSize=20 Illinois appellate can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Wrong: Johnson: Affirm Carey: Reverse Little: Affirm Illinois appellate can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/…
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Schilling: Affirm Schwartz: Reverse Brown: Affirm Illinois appellate can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Church Mutual: appeal dismissed Wendy's: Reversed Viramontes: Affirm Church Mutual is here: https://media.ca7.uscourts.gov/sound/external/ch.24-1900.24-1900_11_12_2024.mp3 Wendy’s is here: https://media.ca7.uscourts.gov/sound/external/ef.24-1886.24-1886_11_06_2024.mp3 Viramontes is here: https://media.ca7.uscourts.gov/sound/external/ch.24-1437.24-1437_11_12_2024.mp3…
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Illinois appellate can be found here: Montgomery: Affirm Manucks: Affirm Thompson: Punt https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ 7th Circuit cases can be found here: https://media.ca7.uscourts.gov/sound/external/gw.24-1192.24-1192_10_30_2024.mp3 and here: https://media.ca7.uscourts.gov/sound/external/gw.23-2447.23-2447_11_05_2024.mp3…
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Cripe: Affirm Azari: Reverse Williamson Energy: Affirm Illinois appellate can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ Court of Appeals of Indiana case can be found at: https://mycourts.in.gov/arguments/default.aspx?&id=2925&view=detail&yr=&when=&page=1&court=&search=&direction=%20ASC&future=False&sort=&judge=&county=&admin=False&pageSize=20…
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Fausett: Affirm Rose: Reverse Banerjee: Affirm Illinois appellate can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ 7th Circuit case can be found at: https://media.ca7.uscourts.gov/sound/external/dab.24-1042.24-1042_10_21_2024.mp3…
Dan and Pat are joined by Ashley Keller of Keller Postman who argued Royal Canin U.S.A., Inc. v. Wullschleger for the respondent before SCOTUS recently.
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Royal Canin: Affirmed Horn: Affirmed SCOTUS case 1: https://www.supremecourt.gov/oral_arguments/audio/2024/23-677 SCOTUS case 2: https://www.supremecourt.gov/oral_arguments/audio/2024/23-365…
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Regent: Dismiss Appeal Lackey: Punt Brookens: Affirm SCOTUS case: https://www.supremecourt.gov/oral_arguments/audio/2024/23-621 Illinois appellate argument can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/…
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Bellin: Affirm Reynolds: Affirm Illinois appellate argument can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ 7th Circuit case, Reynolds, can be found at: https://media.ca7.uscourts.gov/sound/external/dab.24-1363.24-1363_10_01_2024.mp37th Circuit, Philadelphia: https://media.ca7.uscourts.gov/sound/external/ch.24-1056.24-1056_09_27_2024.mp3…
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Tolas: Punt Binkowski: Affirm Griffith Foods: Punt Illinois appellate argument can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ 7th Circuit case can be found at: https://media.ca7.uscourts.gov/sound/external/dab.24-1217.24-1217_09_25_2024.mp3…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Wrong: Gloriso: Affirm Smollett: Reverse Dlugi: Affirm Illinois appellate argument can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ IL SCT cases can be found here: https://www.illinoiscourts.gov/courts/supreme-court/oral-argument-audio-and-video/…
Follow Dan on LinkedIn at linkedin.com/in/cotterdan Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure to Go Wrong: Noto: Affirm $33,260: Reverse Sabo: Affirm Illinois arguments can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ 7th circuit case: https://media.ca7.uscourts.gov/sound/external/ch.21-3332.21-3332_09_10_2024.mp3…
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Kaur: Reverse Cohoon: Reverse Illinois arguments can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ IN Appellate: https://mycourts.in.gov/arguments/default.aspx?&id=2909&view=detail&yr=&when=&page=1&court=app&search=&direction=%20ASC&future=False&sort=&judge=&county=&admin=False&pageSize=20…
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Go Wrong: Cox: Affirm O'Brien: Affirm Higgins: Affirm Illinois arguments can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure To Wrong: Langston: Affirm Illinois argument can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/
Follow Pat on LinkedIn at https://www.linkedin.com/in/donald-patrick-eckler-610290824/ Predictions Sure to Go Wrong: Brooks: Affirm Baxter: Affirm Illinois arguments can be found here: https://www.illinoiscourts.gov/courts/appellate-court/oral-argument-audio/ Indiana Appellate Court: https://mycourts.in.gov/arguments/default.aspx?&id=2893&view=detail&yr=&when=&page=1&court=app&search=&direction=%20ASC&future=False&sort=&judge=&county=&admin=False&pageSize=20…
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