ClickZ Stationery | Care Bears and Sesame Street Collab for Lifestyle Collections

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.

Stationery Spotlight ✏️

GLOBAL EXPANSION

Deli Group Accelerates International Market Entry with Egypt and South Africa Brand Launches

Global stationery manufacturer Deli Group hosted inaugural brand launch events in both Egypt and South Africa this week, marking significant expansion into emerging markets. The launches represent Deli's strategic push beyond its established Asian markets into Africa and the Middle East.

The timing aligns with increased demand for office and school supplies as educational institutions and businesses in these regions modernize procurement processes. This geographic diversification strategy offers growth opportunities for other mid-market stationery brands seeking international expansion pathways.

CO-BRANDED LICENSING

Care Bears and Sesame Street Collab for Lifestyle and Apparel Collections

Care Bears and Sesame Street unite to offer co-branded collections across apparel, home goods, and accessories, targeting nostalgic consumers who value childhood nostalgia and brand collaboration. Partners like Posh Peanut, PUMA, and Franco Manufacturing are integral, expanding product lines to create significant marketing opportunities. This collaboration holds strategic appeal for marketers aiming to leverage brand synergy and foster consumer engagement.

SUSTAINABLE STATIONERY

Top 5 Sustainable Stationery Designs to Green Your Workspace 2025

Sustainable stationery designs are reshaping workspaces by integrating eco-friendly materials like honeycomb paper, cork, stone, and advanced 3D printing into functional office supplies. These innovations reduce waste while enhancing usability and appeal, demonstrating an industry's shift towards design that honors both environmental and practical demands. This transformation offers marketers strategic opportunities to align brand values with consumer demand for sustainable products.

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.