Roots to Revenue | From roots to robots — big shifts in lawn innovation

Lions Unleashed 🦁

What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha

At Cannes Lions this year, one word kept surfacing: brand.

In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.

As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”

He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.

To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.

👉 Read the full article
📊 Download the Glow Report to explore the data behind the brand debate.

🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha

While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.

The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.

Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.

You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.

📥 Download the full report below

👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.

Sector Spotlight 🎥

SMART LAWN CARE

Fibocom's Robotic Mower Powers Boundary-Free Smart Lawn Care Innovation

Fibocom's robotic mower, showcased at SPOGAGAFA 2025, demonstrates boundary-free, smart lawn care via advanced AI navigation, eliminating traditional perimeter wires. With significant growth potential in North America and Europe, Fibocom's technology offers OEM partners innovative product differentiation and marketing advantages. The solution's robust performance, tailored versions, and strategic partnerships promise efficient lawn maintenance for diverse customer needs.

OUTDOOR ROBOTICS

China's Lawn Robot Market on the Verge of Major Transformation

China's lawn robot market is experiencing a pivotal consolidation phase characterized by rising consumer demand and intense competition among startups and established firms. This market shift, driven by increased overseas interest and labor-saving automation in outdoor maintenance, offers a lucrative opportunity for industry players who effectively balance innovation with operational excellence. Major challenges include navigating cost barriers and establishing robust sales and support channels to secure market longevity.

OUTDOOR EQUIPMENT MARKET

Outdoor Power Equipment Market to Reach USD 42.8 Billion by 2034

The Outdoor Power Equipment market, projected to hit USD 42.8 billion by 2034 with a CAGR of 3.1%, reflects growing investment in battery-powered tools and sustainability efforts driven by regional regulations. This growth is fueled by urbanization, rising eco-consciousness, and technological advancements. Marketing professionals should note shifting consumer preferences towards eco-friendly and energy-efficient solutions, alongside the opportunities presented by eCommerce platforms in penetrating broader markets.

Optimization Hub ⚙️

ECOMMERCE TRENDS

eCommerce Marketing Trends to Know of in 2025

In 2025, eCommerce marketing is driven by five crucial trends:

• personalization and enhanced customer experiences using data and AI

• the rise of mobile commerce and shoppable content

• the impact of social commerce coupled with influencer marketing

• the importance of data analytics and marketing automation

• the evolving roles of SEO and content marketing.

These trends highlight the strategic use of technology and platforms in capturing and retaining customers, emphasizing the need for tailored experiences, efficient data handling, and adaptive marketing strategies for professionals in the field.

GEOGRAPHIC INSIGHTS

Geographic Insights Help Brands Expand Into Underserved Markets With Amazon DSP

Geographic Insights and Activation (GIA) on Amazon DSP empowers marketers to efficiently tap into underpenetrated markets by leveraging Amazon's first-party data.

This tool enables advertisers to identify high-potential geographic areas, optimize campaigns, and combine online and offline sales data for improved reach and ROI. By addressing challenges of localized personalization and operational friction, GIA offers a precise means to enhance advertising effectiveness and expand customer bases.