Takashi Murakami Collaborates With CASETiFY on Customizable Luggage Collection | Travel Unpacked Newsletter

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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 🎥

ARTISTIC COLLABORATION

Takashi Murakami Collaborates With CASETiFY on Customizable Luggage Collection

The Takashi Murakami and CASETiFY collaboration introduces customizable luggage with Murakami's characters Kaikai and Kiki, alongside 3D AirPods cases and more, launching on July 17.

This offering is an innovative fusion of art-enhanced accessories and daily utility, appealing to both collectors and casual consumers. By integrating iconic designs with functionality, the collaboration provides marketing professionals insights into capitalizing on unique cultural assets for differentiating consumer products.

LUXURY TRAVEL BUBBLE

A Luxury Travel Bubble Is Swelling

A surge in luxury travel spending is being driven by consumers ready to invest in aspirational vacations, though economic uncertainty poses risks to this trend. Marketers must prepare for potential shifts in this high-end sector by monitoring consumer behavior and adapting strategies to align with changing economic conditions. Understanding these dynamics is crucial for maintaining competitive advantage and maximizing opportunities in the evolving luxury travel market.

BUSINESS EXPANSION

Bean Bags R Us Brings Australian Innovation and Comfort to U.S. with Launch

Bean Bags R Us has entered the U.S. market, highlighting its Australian-made bean bags known for comfort and durability, targeting American consumers looking for premium lifestyle products. The brand's emphasis on ergonomic design, sustainability, and customization for corporate use aligns with the growing demand for eco-friendly and bespoke solutions. This move represents a key opportunity for marketing professionals to tap into a product that combines functionality with aesthetic appeal, capitalizing on current trends in consumer preferences for versatile and sustainable seating options.

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.