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Editor’s Pick 🌟

What Bees, Burgers and Brand Budgets Can Teach Us About Marketing Measurement
✍️ A ClickZ reflection on MadFest 2025

At MadFest last week, Rory Sutherland reminded the room what too many boardrooms forget: not everything valuable can be measured up front.

“Marketing should be treated like R&D, not procurement,” he said — urging brands to value discovery, not just efficiency.

His metaphor? Bees. Some follow a known path (performance), others go exploring (brand). Without the explorers, the hive starves.

While it’s a compelling argument in theory, the practical realities of brand-building can be tough for marketers. The biggest challenge? Proving it’s working. Without clear evidence of impact, securing budget for top-of-funnel campaigns can be next to impossible.

This tension echoed across sessions — but especially in our conversations with Fospha, who are helping brands tackle this head-on. Their new Glow research reveals how early indicators like branded search and engaged site visits serve as predictive signals of future revenue — giving marketers the proof they need to protect and scale brand investment.

At a time when finance demands certainty and marketing needs freedom, this might just be the measurement rethink the industry’s been waiting for.

👉 Download the Glow Report

Sector Spotlight 🎥

EVENT PARTICIPATION

Eight Months Pregnant at Glastonbury and Still Having a Positive Experience

Attending a music festival while eight months pregnant can be a manageable and enjoyable experience with the right preparation. Strategically tailoring the festival experience—by considering health, comfort, and accessibility—yields memorable moments even late in pregnancy. This approach provides practical insights for marketers aiming to craft nuanced, audience-specific strategies that address unique consumer needs.

WEARABLE TECHNOLOGY EXPANSION

Wearable Pregnancy Devices Market Explores Future Business Insights and Opportunities

The wearable pregnancy devices market is projected for substantial growth from 2025 to 2032, driven by increased demand and technological advancements. Key industry players like Bellabeat and Apple are highlighted for their innovations, with the report offering deep insights into market trends, production, and revenue growth. For marketers, this presents opportunities in observing competitive dynamics and emerging consumer behaviors in healthcare technology.

PREGNANCY GEAR

Best Pregnancy Compression Socks 2025 Featuring Stylish Solutions for Swollen Legs and Feet

Pregnancy compression socks enhance comfort and circulation, mitigating leg edema, DVT, and varicose veins for expectant mothers. Notable options include Comrad, Charmking, and Zensah, offering varied styles and compression levels. These products are essential for improved blood flow, particularly for those facing prolonged sitting or standing during pregnancy.

CELEBRITY FASHION TRENDS

Rihanna's Boldest Maternity Look Yet Turns Heads at Paris Fashion Week

Rihanna's bold maternity fashion at Paris Fashion Week sets new trends, garnering attention in the fashion industry. Her daring choices, like the Rick Owens dress, provide marketing insights into celebrity-driven fashion influence. Rihanna's impact extends beyond style, offering strategic value for marketers targeting fashion-forward audiences.

Optimization Hub ⚙️

SOCIAL MEDIA STRATEGY

Currys Engages New Customers Through Strategic TikTok Success

Currys has effectively leveraged its social media presence, particularly on TikTok, to engage with a younger demographic, increasing brand preference to 26% compared to 21% three years ago. This strategic engagement is pivotal for marketers looking to penetrate Gen Z markets, providing actionable insights into effective social media adoption. Currys' success demonstrates the potential for targeted digital strategies to enhance brand equity in competitive industries.

AFFILIATE MARKETING

Amazon Doubles Influencer Commissions Ahead of Extended Prime Day Event

Amazon has doubled influencer commissions for its Prime Day period, running from July 1 to July 20, offering specific increases in 13 product categories, such as beauty and jewelry. This move aims to motivate influencers to enhance sales during the expanded four-day Prime Day event, presenting significant earning potential for marketers involved in content creation.