Dyson Debuts a Smarter Airwrap| Untangled Newsletter

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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 🎥

MARKETING CAMPAIGN

COSRX Launches GlossyHairStrands TikTok Challenge for Peptide-132 Haircare Collection

BEAUTY MARKET TRENDS

Discover Dyson's New Coanda 2x Airwrap with Enhanced Power and Hair Protection

The Dyson Airwrap Coanda 2x, available from September 2025, IT offers increased styling efficiency with its Hyperdymium2 motor and A1-driven sensors, ensuring optimal temperature control and minimal heat damage. Enhanced with RFID and temperature sensors, it adapts airflow and pressure for customized drying and styling, crucial for those prioritizing hair health. Ideal for marketing to beauty professionals, this technological advancement substantiates a higher price point by delivering cutting-edge functionality aligned with consumer demands for both quality and innovation.

HAIRCARE INNOVATION

Alopecia Inspired Lorna Luxe’s 98 Beauty Haircare Brand Creation

Lorna Andrews launched 98 Beauty, a haircare brand inspired by her personal struggle with androgenetic alopecia, focusing on self-care and effective hair solutions. Her deeply involved role in the development process led to a product line featuring a nourishing hair mask designed with hydrating oils and proteins. This initiative highlights the relevance of authentic storytelling and personal branding in connecting with consumers, emphasizing resilience and practicality in product development.

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.