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Highlights from today’s newsletter:
👨💼 An interview with Michael Edelmann, CMO of 111SKIN
🤖 How agencies are battling for AI supremacy
💬 Multi-time CMO (prev. at Slack, Zendesk, Salesforce) talks about what’s broken in B2B marketing and how to fix it
EDITOR’S PICK
#SOCIAL MEDIA MARKETING
Five Rules to Win on TikTok in 2025
ClickZ was on the ground at eTail Boston this week, where one of the most pragmatic-and talked-about-sessions focused on TikTok’s evolution from trend machine to full-funnel sales engine.
Leaders from Henkel, Mid-Day Squares, DMi Partners, and Fospha shared their no-BS rules for making TikTok work in 2025.
Key takeaways?
Livestreams convert, but only if treated like must-watch events
Micro-communities beat celebrity reach
Audience co-creation deepens loyalty
AI tools can help catch trends before they peak
And without full-funnel measurement, you’re flying blind
👉 READ MORE
WHAT WE ARE READING
Scale vs. Agility: How Agencies Are Battling for AI Supremacy
Independent agencies emphasize agility for rapid AI deployment, while holding companies leverage scale and partnerships for resource-intensive solutions, both seeking to improve marketing outcomes.
High-quality data infrastructure remains critical, as AI is currently a decision-support tool, not an autonomous driver. Agencies achieve measurable gains in ROI and operational speed, signaling both opportunity and caution amid escalating competitive and regulatory pressures.
An Interview With Michael Edelmann, CMO of 111SKIN
Michael Edelmann, CMO of 111SKIN, discusses the necessity of authentic storytelling, community engagement, and product quality in building culturally relevant brands. He emphasizes transparency and regulatory compliance as consumer expectations shift, cautioning against overreliance on influencer-driven marketing. The insights are particularly relevant as the beauty industry navigates new consumer trust dynamics and regulatory scrutiny.
How to Win Back-to-School Marketing As American Eagle’s Big Bet Blows Up
American Eagle’s back-to-school campaign faced intense backlash for perceived racist and sexualized messaging, demonstrating the risks of tone-deaf advertising in a polarized climate.
Marketers must prioritize value-driven, compliant messaging as consumer spending stagnates at $30.9 billion, while social media remains critical for driving Gen Z engagement and in-store traffic. Regulatory scrutiny and shifting consumer values demand carefully crafted campaigns to avoid reputational and compliance pitfalls.
TOP VOICE
💭Insights from Joshua Ritchie
💭Insights from Muskan Singh
Join us next Tuesday to see what’s next for brand measurement
ClickZ is hosting a live NYC event with Brandon Klausner (Global Product Lead, Ads Measurement at Google) and Fospha to show how leading brands are replacing outdated attribution with unified, full-funnel measurement that actually reflects how people buy today.
📅 Tuesday, August 19 | Midtown, NYC
🕓 4:00–6:00 pm ET-Presentations, live Q&A, and networking drinks.
What you’ll get in one session:
◾ Early access to Google’s new Measurement Playbook
◾ Why YouTube, Demand Gen, and Performance Max need full-funnel tracking
◾ Measuring beyond .com – Amazon, in-store, and more
◾ How brands are operationalizing measurement every day
WHAT WE ARE LISTENING TO
🎙 THE WARC PODCAST
What does brand building really mean in eCommerce?
Recent research by Fospha demonstrates that eCommerce marketers should not expect immediate results from long-term brand building initiatives. The study empirically distinguishes between the timelines required for performance-driven campaigns and the more extended payback periods associated with branding strategies. While short-term tactics may yield fast returns, sustained brand investment often takes longer to show measurable impact on business metrics such as customer loyalty and lifetime value.
In an environment of increasing demand for marketing accountability, brands must justify patient investment in brand-building with robust data. This necessitates advanced analytic frameworks capable of measuring lagged effects, shifting both strategic planning and resource allocation practices within the eCommerce sector.
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