Roots to Revenue | 🏟️ Real Madrid’s Green Playbook (and What You Can Steal)

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 🎥

SUSTAINABLE GROUNDSKEEPING

Real Madrid and Positec Collaborate for Eco-Friendly Groundskeeping Excellence

Real Madrid's partnership with Positec focuses on eco-friendly groundskeeping by integrating battery-powered robotic mowers and equipment from Kress, aligned with the club's environmental goals. This move reduces the carbon footprint and diminishes noise pollution, offering practical insights for marketers in sustainable practices. With advanced technology adoption, the initiative presents a model for blending environmental responsibility with innovative facility management.

TRAINING & EDUCATION

Free Seminar On Robotics And Green Tech Innovations At GroundsFest Academy

The GroundsFest Academy's Free Robotics and Green Innovations Seminar on July 31, 2025, offers industry professionals a practical, hands-on opportunity to engage and learn from leading experts in sustainable technologies in the landscaping sector, with a focus on robotics. Participants will gain insights into robotic mowing systems, sustainable machinery, and career development, providing actionable knowledge directly applicable to their projects. This initiative supports continuous industry growth by offering CPD-accredited sessions at no cost.

COMMUNITY GROWTH

Agri-Fab's 50-Year Journey in Lawn and Community Care

Agri-Fab's 50-year success stems from its commitment to quality lawn care products, strong community ties, and innovation in manufacturing processes like robotic welding and electrification. By emphasizing employee welfare with initiatives like affordable daycare, Agri-Fab nurtures a dedicated workforce, bolstering its sustained industry presence and future growth.

SMALL ENGINE DEMAND

Small Gas Engine Market Growth Driven by Construction and Lawn Equipment Demand

The small gas engine market is projected to grow to $4 billion by 2030, driven by increased demand in construction and landscaping. This growth highlights the need for marketers to focus on regions like Asia-Pacific, where urbanization and industrial expansion boost engine sales. Manufacturers face challenges such as strict environmental regulations but are innovating with cleaner technologies to align with consumer demands for efficient solutions.

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.