The Agile brand.

Welcome to Season 7 of the Agile brand, where we discuss the trends and topics marketing leaders need to know.

Stay curious, stay agile, and join the top enterprise brands and MARTEC platforms as we explore marketing technology, AI, e-commerce, and join the top enterprise brands and Martec platforms as we explore marketing technology,

AI, e-commerce, and whatever's next for the Omnichannel customer experience.

Together we'll discover what it takes to create an agile brand, built for today and tomorrow,

and built for customers, employees, and continued business growth.

I'm your host, Greg Kilstrom, advising Fortune 1,000 brands on Martec, employees, and continued business growth. I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, AI, and marketing operations.

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podcasts on and leave us a rating so others can find us as well. And now on to the show.

In a world drowning in data is the big creative idea for holiday campaigns and endangered species, or is it more critical than ever?

Agility requires not just moving fast, but moving with confidence.

It's the ability to validate creative instincts with real-world data, ensuring that your biggest bets are also your smartest ones.

Today we're going to talk about the high-stakes world of holiday advertising and the

delicate balance between creative magic and data-driven methodology.

We're going to talk about one such campaign for John Lewis, a popular British department

store whose holiday ads are a cultural event in the UK where the stakes can be high.

And they aren't alone.

The holiday season is the equivalent of the Super Bowl for many brands, where a single campaign can define the entire year. Yet for every heartwarming success story, there are countless

others that miss the mark. So how do brands de-risk their biggest creative investments and

ensure their message will actually resonate with consumers? Tell me to discuss this topic. I'd like to welcome Natalie Kelly, CMO at Zappi. Natalie, welcome back to the show. Thank you, Greg. I'm very happy to be here. Yeah. Great talking with you last time. I'm always glad to have you back here. Before we dive in, though, for those that didn't catch you last time you were on the show, why don't you give a little background on yourself and your role at Zappi?

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