The Wrap Up Newsletter | 🐝 What Bees & Budgets Teach Us About Brand Marketing

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 🎥

FLORAL GIFT MARKET

Black Rose Trend Transforms From TikTok Sensation Into Gift Market Staple

The black rose phenomenon, driven by social media, aligns with consumer desires for emotional expression and personalization—key factors in marketing eCommerce floral gifts. Its resonance with cultural aesthetics adds strategic value for retailers seeking to capitalize on symbolic consumer products.

CORPORATE GIFTING

Make Your Corporate Gifts Stand Out With Thoughtfulness And Personalization

Corporate gifting enhances business relationships by showing appreciation and reinforcing brand values. For optimal impact, gifts should be personalized, well-presented, locally sourced, and delivered timely with branded messages.

LUXURY GIFTING STRATEGIES

Year-Round Gift Giving Etiquette for Meaningful Connections Through Thoughtful Gifting

Baskits offers a curated selection of gift baskets for year-round occasions, emphasizing thoughtful, personalized, and timely gifts. By focusing on recipients' preferences and avoiding common gifting mistakes, it ensures meaningful connections. This approach provides marketing professionals with insights into building customer loyalty and enhancing brand perception through strategic gift-giving.

HOLIDAY MARKET INSIGHTS

Holiday Shopper Insights and Emerging Trends in Global and Organic Products

KeHE Distributors' recent holiday show highlighted growing interest in natural and organic products, reflecting a shift toward health-focused shopping. Consumers are adapting to changing circumstances by seeking value through private labels and innovative global foods. Marketers should note the potential for strategic growth in these trends as consumers prioritize both affordable luxury and wellness-driven choices.

MERCHANDISE MARKETING

Branded Merchandise as a Powerful Marketing Tool Enhancing Brand Loyalty

Branded merchandise serves as a potent marketing tool by enhancing brand visibility and fostering customer loyalty through everyday and high-end products. This strategy effectively engages customers, creates emotional connections, and expands brand reach when carefully executed with quality products that reflect audience interests. Prioritizing quality and strategic gifting can lead to favorable brand perception and increased engagement.

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.