Nataly Kelly — Chief Marketing Officer, Zappi
Published:
While they can drive relevance and distinctiveness, Greg, it can also be distracting and it can interrupt and impact brand recall… often the consumers don’t remember the brand, they remember the celebrity instead. And so you want them to remember your brand. It’s really important that they fit naturally with the brand and that it’s authentic to who they are, but they have to reinforce what the brand is trying to say… the common thread is not fame. It’s that the celebrity serves the purpose of the brand and the story, not the other way around.
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-while-they-can-drive-relevance-and-distinctiveness-greg-it