Baby Boom | From Speedcats to Saint Laurent: Rihanna’s pregnancy playbook

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Lions Unleashed 🦁

What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha

At Cannes Lions this year, one word kept surfacing: brand.

In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.

As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”

He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.

To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.

👉 Read the full article
📊 Download the Glow Report to explore the data behind the brand debate.

🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha

While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.

The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.

Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.

You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.

📥 Download the full report below

👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.

Sector Spotlight 🎥

FASHION UPDATE

Rihanna Shines in Elegant Saint Laurent Dress During Third Pregnancy

Rihanna's latest appearance in a Saint Laurent cotton sundress, expertly complemented with Puma Speedcats sneakers and a baseball cap, embodies a strategic blend of high fashion and practical maternity wear, capturing the interest of fashion-conscious audiences. This ensemble highlights the versatility and market potential of combining luxury labels with casual style, a significant trend marketers should monitor. Fashion retailers and marketers can draw insights from this approach to appeal to consumers seeking adaptable yet stylish maternity and summer fashion solutions.

MATERNITY FASHION GROWTH

Maternity Leggings Market Poised to Hit USD 13.5 Billion by 2032

The maternity leggings market is anticipated to reach $13.5 billion by 2032, driven by increasing pregnancy rates and a growing demand for comfort-focused maternity wear. This surge is bolstered by rising eCommerce trends and sustainable offerings appealing to health-conscious consumers, underscoring strategic opportunities for brands to innovate with inclusive designs and supportive technology.

MATERNITY FASHION TRENDS

Rihanna's Maternity Photos Set New Standards In Pregnancy Fashion And Expression

Rihanna's maternity photos showcase bold, high-fashion maternity styling, breaking traditional norms and resonating with today’s trend-focused audience. Her approach not only inspires expectant mothers to embrace creativity and individuality, but also reinforces the power of personal branding.

Optimization Hub ⚙️

ECOMMERCE TRENDS

eCommerce Marketing Trends to Know of in 2025

In 2025, eCommerce marketing is driven by five crucial trends:

• personalization and enhanced customer experiences using data and AI

• the rise of mobile commerce and shoppable content

• the impact of social commerce coupled with influencer marketing

• the importance of data analytics and marketing automation

• the evolving roles of SEO and content marketing.

These trends highlight the strategic use of technology and platforms in capturing and retaining customers, emphasizing the need for tailored experiences, efficient data handling, and adaptive marketing strategies for professionals in the field.

GEOGRAPHIC INSIGHTS

Geographic Insights Help Brands Expand Into Underserved Markets With Amazon DSP

Geographic Insights and Activation (GIA) on Amazon DSP empowers marketers to efficiently tap into underpenetrated markets by leveraging Amazon's first-party data.

This tool enables advertisers to identify high-potential geographic areas, optimize campaigns, and combine online and offline sales data for improved reach and ROI. By addressing challenges of localized personalization and operational friction, GIA offers a precise means to enhance advertising effectiveness and expand customer bases.