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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.

Sector Spotlight 🎥

HOME DECOR TRENDS

Summer Bedding Trends 2025; Cozy Elegance Meets Effortless Style

Summer bedding trends focus on easy, stylish, and sustainable choices, emphasizing breathable fabrics like percale cotton and linen for comfort and an inviting aesthetic. The integration of nature-inspired hues and playful patterns meets the modern need for simplicity and ease in home aesthetics. Marketing professionals can leverage these insights by targeting consumers with products that enhance lifestyle comfort and sustainability.

3D ECOMMERCE INTEGRATION

City Furniture Uses 3D Technology To Enhance Customer Experience And Visual Engagement

CITY Furniture effectively integrates 3D technology into its operations by using a unified platform, enhancing customer experience through interactive tools like Room Planner and 360 Spins. This single-system approach improves efficiency, reduces maintenance challenges, and aligns with CITY's core values by offering customers a personalized shopping experience.

FURNITURE CARE TIPS

Vaseline Rescues Water-Stained Furniture with a Simple Overnight Remedy

Vaseline can effectively address light water stains on wooden furniture by penetrating and filling voids in the finish, thus minimizing visible distortions. This remedy offers practical value by providing a simple, cost-effective alternative to commercial products. Dark stains require more complex refinishing methods due to deeper wood fiber damage.

IN CASE YOU MISSED IT - PRODUCT EVOLUTION INSIGHTS

Household Items Derived From Military Innovations Impact Everyday Life

Household items like duct tape, microwaves, and GPS trace their origins to military technology, underscoring the interplay between military innovation and everyday conveniences. This evolution exemplifies how advancements in military research have transitioned into civilian life, highlighting the role of ingenuity in transforming warfare technology into useful domestic tools. Such historical insights can inspire marketers to explore innovative applications of existing technologies in consumer products.

🏆 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.

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.