Weekly Newsletter - 01.23.2025

Editor’s Pick 🌟

PERFORMANCE MARKETING
You’re Not Spending Enough on Upper-Funnel Campaigns 😬

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

MARKETING PREDICTIONS
Davos 2025: Marketing in the Intelligent Age

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Read ClickZ’s detailed analysis here.

Sector Spotlight 🎥

APPAREL INNOVATION
Discover Arc'teryx SYSTEM_A's Latest Luxurious and Functional Outdoor Collection

Arc'teryx is launching its eighth SYSTEM_A collection, emphasizing fashion and functionality. The OGEE Jacket leads the lineup, featuring weatherproof, packable design. The collection includes color-coordinated accessories like the OGEE Insulated Bucket Hat and Tote, all adorned with distinctive stitching.

ATHLETICS BRANDING
Asics Unveils Global Campaign Celebrating Movement's Mental and Physical Benefits

Asics' new campaign, "Move your body, move your mind," redefines sports marketing by emphasizing mental well-being through movement. Developed with AGIT8, it challenges the traditional win-at-all-costs mindset. Shot in Tokyo, it depicts movement as victory, promoting new sustainable, comfortable product lines across global media channels.

FASHION INNOVATION
Stone Island's FW25 Unveils Cutting-Edge, Tech-Forward Outerwear Collection in Milan

Stone Island's Fall/Winter 2025 collection excels in technical outerwear, showcasing innovation in design and material. The collection features pieces like the Ice Jacket, which changes color with heat, and garments inspired by Japanese design techniques. This underlines the brand's commitment to blending technology with fashion-forward aesthetics.

E-COMMERCE INNOVATION
Innovative Sweaty Betty Campaign Redefines Empowerment with Personalized Fitness Choices

Sweaty Betty's "DontSweatIt" campaign transforms fitness marketing by emphasizing personal empowerment and individuality, moving past traditional fitness clichés. Crafted by an all-female House 337 team, it strategically targets the 35-50 demographic with realistic, empowering narratives, utilizing diverse media formats. Havas Media UK expertly managed the media planning.

OUTDOOR APPAREL
Experience Timeless Adventure with Danner's New Luxury Performance Heritage Collection

Danner's Performance Heritage Apparel Collection combines traditional style with modern technology, appealing to outdoor enthusiasts seeking durability and versatility. Key offerings include GORE-TEX jackets and pants, layered with thermal and down options. This collection reflects Danner's heritage in crafting performance-driven products for diverse outdoor experiences, aligning with evolving consumer needs.

Influencer Corner 📣

Optimization Hub ⚙️

DIGITAL STRATEGY SHIFT
Brands Innovate and Thrive Amidst Potential U.S. TikTok Ban Challenges

The U.S. TikTok ban prompts brands to rethink strategies, focusing on diversification and international markets. House of Marketers emphasizes adaptability, advocating UGC, influencer partnerships, and cross-platform expansion. By leveraging strategic insights and a data-driven approach, brands can navigate disruptions and seize emerging opportunities for growth.

GOOGLE ADS STRATEGIES
Unlock E-commerce Success and Avoid Common Mistakes for Six-Figure Google Ads Growth

Identify and resolve six common Google Ads pitfalls to boost e-commerce success: misjudging performance, mismanaging bids, neglecting prioritization, products too niche, conversion tracking errors, and outdated campaign structures. Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

Job Board 👩‍💻