News Summary

• Zappi has developed a synthetic audience that brands can use to test large campaigns.
• “Marketers need to think creatively about making a story and making it authentic,” said Steve Phillips, chief innovation officer, founder, and chair at Z appi.
• The consumer attention economy continues to fragment, and marketers must adapt to not just grab it, but hold it, he added..
• The Halloween campaign features TikTok star Dan the Funeral Man.
• The character returns for a second year, starting with a Subway Takes appearance.