Consumer Tech Newsletter | 🦁 What Cannes 2025 Got Right About Brand

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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 💡

PRODUCT LAUNCH

Oakley Meta Glasses Unveil a New Era in Performance AI Eyewear Collaboration

Oakley Meta glasses, a pioneering collaboration between Meta and Oakley, introduce Performance AI glasses combining design with advanced technology. With features like an ultra HD camera, integrated AI assistant, and robust battery, these glasses offer practical insights for athletes and fans. Launching globally with strategic campaigns, they emphasize evolution in technology and practical applications for sports and marketing professionals, priced starting at $399 USD.

MOBILE DEALS

Samsung Galaxy S25 Edge Price Drops by $250 at Best Buy

A $250 price drop on Samsung Galaxy S25 Edge's 512GB model at Best Buy presents a compelling offer, further enhanced by up to $650 trade-in rebate with carrier activation. This deal highlights an opportunity for marketers to engage consumers seeking high-end devices at competitive prices, emphasizing the strategic appeal for Android enthusiasts focused on premium design and advanced features.

PHOTOGRAPHY DEALS

Canon EOS R6 Mark II Reaches Lowest Price, Offering High-End Value

Canon's EOS R6 Mark II drops to a record low of $1,799, signaling a strategic opportunity for marketing professionals to leverage price-sensitive consumer behavior amid rumors of the Mark III's release. The significant $700 price cut reflects competitive market positioning and offers insights into consumer demand dynamics in the camera industry. As the full-frame camera market evolves, this shift highlights the importance of timely promotional strategies to capture market interest effectively.

LOGISTICS EXPANSION

3PL Market for Consumer Electronics Forecast to Reach USD 142.98 Billion by 2032

The 3PL market for consumer electronics is set to expand, growing from USD 59.5 billion in 2024 to USD 142.98 billion by 2032, driven by eCommerce growth, technological advancements, and smart home product adoption. This trend offers substantial opportunities for marketers, focusing on outsourcing logistics for cost efficiency, AI integration for supply chain optimization, and sustainability in logistics practices.

IPAD ENHANCEMENTS

iPad Lacks Essential Features User Profiles macOS Integration USB-C Ports Always-On Display

iPad's development is hindered by the absence of features vital for broader usability, such as multiple user profiles allowing personalized and secure experiences for families, a macOS container for enhanced app functionality, and additional USB-C ports for ergonomic connectivity. These enhancements align with consumer needs, indicating untapped potential for Apple in maximizing the iPad’s role as a primary computing device.

🏆 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.