The Gem | The data-backed case for saving your brand budget

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.

Jewelry Radar 👀

JEWELRY DESIGN

Van Cleef & Arpels Celebrates Timeless Floral Elegance Through Opulent Jewels

Van Cleef & Arpels' floral jewelry, rich in history and craftsmanship, showcases an evolution in design from the innovative Mystery setting of the 1930s to the modern Fleurs d’Hawaï collection. Set within a shared commitment to nature and craftsmanship, the alliance with Dumfries House demonstrates a synergy between preserving traditional skills and advancing sustainable practices. This strategic partnership provides valuable insights for marketers about the integration of heritage and modernity in brand storytelling.

JEWELRY LAUNCH

Nicky Hilton Introduces Personalized Jewelry Brand Theo Grace With Tenen Group

Nicky Hilton's launch of Theo Grace, backed by Tenen Group, taps into personalization trends with jewelry that allows customization through names, photos, and dates. This brand offers marketers insight into personal connection and emotional branding strategies by emphasizing meaningful gifts beyond mere accessories. The storefront offers an opportunity to explore engagement through personalized eCommerce experiences.

LUXURY JEWELRY CAMPAIGN

Piaget's New Collection Celebrates Artistic Energy With Bold Jewelry And Designs

Piaget's new high jewelry collection, "Shapes of Extraleganza," channels the bold artistic energy of the 1960s and 70s, focusing on interdisciplinary design. Featuring 51 pieces that blend op art, postmodern influences, and kinetic sculptures, it positions Piaget as a cultural intermediary. For marketers, this collection highlights the power of integrating historical artistry with contemporary trends to create pieces that resonate across time, underlining the strategic importance of authenticity and diverse collaborations in brand storytelling.

🏆 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.