Managing Director, Brand Intelligence
Victoria Sakal is the Managing Director of Brand Intelligence for Morning Consult, where she leads the company’s brand intelligence research, focusing on the intersection of data with marketing strategy, brand reputation and consumer trends.
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One Year Into the Pandemic, The Latest on What Consumers Want Brands to Say and Do
Striking the right balance between advocating for important issues, staying open to support employees’ livelihood and communities’ wellbeing, and delivering for shareholders will remain a challenge, with real implications for positioning, advertising, and strategy decisions, writes Morning Consult’s Victoria Sakal.
Where Different Brands, Categories Will Find Super Bowl Audiences With the Strongest Affinity
Differing perceptions of brands advertising in Super Bowl LV coupled with varying interest in ad types could complicate the play for this year’s advertisers, Morning Consult’s Victoria Sakal writes
What Game Day Viewers Want From Super Bowl LV Advertisers
Even those watching solely for the game will be keeping an eye on the ads, but striking the right tone means different things for different audiences, Morning Consult’s Victoria Sakal writes.
An Inaugural Inflection Point: Ushering in a New Era of Marketing Amid a Polarized Public
Morning Consult’s Victoria Sakal explores what increasingly divided and discerning "citizen consumers" mean for brands' role in building back better in their businesses - and in society - in the year ahead.
CEOs’ Swift Rebukes of the Capitol Riots Speak to Their Elevated Roles in Society
The 2021 CEO has a lot to ponder in moments of political division. Yesterday was not one of them, writes Morning Consult's Victoria Sakal
Analysis: What Black Friday/Cyber Monday Means for the Current State of Shopping and Rest of the Holiday Season
Morning Consult’s Victoria Sakal explores how Americans’ preferences, spending and experiences during BFCM weekend and the Thanksgiving holiday will impact shopping and celebrating in the final weeks of the holiday season.
Coronavirus Clouds Shopper Comfort, Holiday Spirit and Channel Consumption This Year
Differing attitudes across a divided America are translating to nuanced implications for spending, shopping and the success of different channels this holiday season, Morning Consult’s Victoria Sakal writes.
Procrastination, Financial Pains and Preferred Brands: Developments in the 2020 Holiday Shopping Forecast
Differing financial realities among American shoppers reveal important nuances in spending attitudes and expected consumption this holiday season, Morning Consult’s Victoria Sakal writes.
How COVID-19 Is Changing Everything From How Europeans Celebrate to Where They’ll Shop This Holiday Season
As Europe struggles with a renewed wave of coronavirus outbreaks and business restrictions, most Europeans on average plan to spend less, compare prices more and make fewer holiday shopping trips, writes Morning Consult's Victoria Sakal.
2020 Has Upended What Consumers Expect From Brands. What Does That Mean For The Holiday Season?
Critical lessons around changes in consumer attitudes and preferences related to the pandemic inform the optimal approach for advertising this holiday season, writes Morning Consult's Victoria Sakal.