Nataly Kelly — Chief Marketing Officer, Zappi
Published:
Our analysis shows that even though women appear in two-thirds of the ads, they are not the focal point of the creative in many… just over a quarter of the Super Bowl ads had women being kind of, you know, front and center and having an important role within the ad itself. So, the women are not centered in the story. That really limits how strongly the ads will resonate with a very large and influential segment of the audience.
What does Nataly Kelly say on The Agile Brand with Greg Kihlström?
Nataly Kelly, Chief Marketing Officer, Zappi, says: This episode features Nataly Kelly, CMO at Zappi, discussing how to evaluate Super Bowl ad effectiveness beyond short-term buzz. The conversation covers the importance of centering the female audience, the risks and benefits of celebrity usage, and a data-driven measurement approach (Zappi's 'sales impact score') that links creative entertainment to brand recall, purchase uplift, and long-term business outcomes.
From: The Agile Brand with Greg Kihlström
Cite as: Nataly Kelly. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/nataly-kelly-our-analysis-shows-that-even-though-women-appear-in-two-thir