Bedding Edit | Bedgear partners with NBA's P.J. Washington for personalized sleep solutions

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 🎥

STRATEGIC PARTNERSHIP

Bedgear Partners with NBA's P.J. Washington for Personalized Sleep Solutions

Bedgear's partnership with NBA player P.J. Washington highlights the increasing recognition of personalized sleep solutions' strategic importance for athletes' performance. This collaboration illustrates how carefully tailored bedding products, aligned with individual needs, support athletes' recovery and game readiness, offering practical insights for brands focused on advancing health and wellness strategies.

WEST COAST STRATEGY

Christopher Commins Leads West Coast Expansion for Bedding Industries of America

Bedding Industries of America has appointed Christopher Commins as the business development manager to spearhead its West Coast expansion. With a 29-year career in mattress sales, Commins aims to strengthen partnerships and enhance market presence by leveraging BIA's high-quality offerings. This move is pivotal for marketers considering the competitive landscape, offering insights into the benefits of aligning quality products with strategic growth initiatives.

BRAND EXPANSION

Drew Barrymore Launches Stylish Bedding Collection at Walmart

Drew Barrymore's brand at Walmart is expanding into bedding, offering mix-and-match floral and geometric designs with competitively priced comforter sets. This expansion capitalizes on Barrymore's successful partnership with Walmart, which began with her Flower cosmetics brand in 2013, aiming to attract home decor enthusiasts seeking versatile and affordable options. Marketers can glean insights into effective brand extension strategies and consumer interest in cohesive yet customizable home collections.

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.