Fospha, a full-funnel marketing measurement platform, has released its 2025 Growth Playbook, spotlighting YouTube and Demand Gen as central to scalable, profitable marketing strategies. Amid pressure on marketers to balance efficiency with long-term performance, this report makes a compelling case for embracing upper and mid-funnel Google solutions.

Core Insights from the Fospha Playbook

1. YouTube and Demand Gen: Not Just Brand Builders

• These platforms are no longer seen solely as brand awareness tools.

• Data now shows they are direct drivers of growth and customer acquisition.

• WPromote, a performance marketing agency, contributed expert insights reinforcing these findings.

2. Performance Metrics Proving Value

• +32% YoY revenue growth for brands investing in YouTube/Demand Gen.

• +145% YoY revenue growth for brands that increased spend by over 400%.

• 18% higher new customer conversion rate on Demand Gen vs. the paid media average.

• 38% YoY increase in YouTube ROAS, with a 19% drop in CPA.

3. Scalability and Efficiency

• 65% headroom for profitable growth remains on YouTube and Demand Gen.

• Unified ROAS uplift of 45% when including impact on off-platform sales (e.g., Amazon).

• 15.9x undervaluation of YouTube and 12.8x for Demand Gen under last-click attribution, underscoring the misrepresentation of value in traditional models.

4. Attribution Challenges and Missed Opportunities

• Brands still underinvest due to poor visibility into top- and mid-funnel returns.

• Traditional attribution methods like last-click fail to reflect full-funnel influence.

• This undervaluation limits scale and slows long-term ROI optimization.

5. Case Study: River Island

• Leveraging Fospha’s full-funnel insights, River Island:

  • Increased YouTube revenue by 950%.

  • Drove $1.8 million in incremental revenue.

  • Successfully scaled upper-funnel investment with measurable returns.

• Elvis Mugera, Paid Media Lead: "Fospha is integral to our strategy decisions—especially in YouTube."

6. Executive Perspective

• Sam Carter, CEO of Fospha:
  “We’re finally quantifying what brand marketers have long felt—YouTube and Demand Gen are critical to scale. With accurate measurement, marketers can move from gut feel to growth certainty.”

Fospha’s research offers clear proof that YouTube and Demand Gen are no longer optional in a high-growth strategy—they’re essential. For marketers aiming to build sustainable performance, embracing full-funnel measurement unlocks both scale and clarity in an increasingly complex ecosystem.

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Metricool, the global social media management platform, has officially announced a strategic integration with Adobe Express, Adobe's easy-to-use content creation tool. This collaboration delivers a powerful, unified workflow allowing marketers, content creators, and businesses to seamlessly move from content creation to social performance analysis across leading platforms like Facebook, Instagram, TikTok, X, LinkedIn, and Pinterest.

1. A Unified Social Media Workflow

• Users can create high-impact content in Adobe Express and immediately assess its effectiveness via Metricool.

• Metricool’s social media analytics suite is now available as an add-on within Adobe Express.

• Adobe Express tools will also be embedded directly into the Metricool platform, minimizing workflow fragmentation.

2. Enhanced Platform Capabilities

• Adobe Express: Combines technologies from Photoshop, Illustrator, and Premiere Pro with a rich library of templates and generative AI capabilities.

• Metricool: Offers robust tools including engagement analytics, post scheduling, competitor benchmarking, and full-funnel reporting.

3. Benefits of the Integration

• Time-Saving Efficiency: Users no longer need to switch platforms to measure performance or optimize content.

• Creative Meets Data: Informed decisions can be made in real-time, thanks to actionable insights on:

  • Top-performing posts

  • Optimal posting times

  • Best-performing hashtags

  • Platform-specific engagement metrics

• Comprehensive Reporting: Agencies and marketing teams can create streamlined reports that connect creative execution with measurable results.

4. Strategic Industry Insights

• Juan Pablo Tejela, CEO & Co-founder of Metricool:
  "This integration empowers marketers to eliminate workflow silos and make data-driven decisions faster."

• Aubrey Cattell, VP Developer Platform & Partner Ecosystem at Adobe:
  "Now it's easier than ever to benchmark content, analyze cross-channel performance, and grow your business."

This integration between Metricool and Adobe Express represents the convergence of creative content development and performance-driven marketing. As brands look to boost their efficiency and deepen customer engagement, the partnership sets a new standard for a fully integrated, insight-led approach to content and social media management.

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Retail media is rapidly evolving, and with over 80% of shopping transactions still happening in physical stores, there's a major opportunity for retailers to activate campaigns closer to the point of sale. Koddi, a leader in commerce media technology, has partnered with In-Store Marketplace (ISM) to help retailers bridge the gap between digital and in-store advertising. This collaboration aims to provide a seamless experience for brands looking to deliver integrated, impactful campaigns that reach consumers both online and in-store.

Highlights of the Koddi–ISM Partnership

• Retail's Physical Powerhouse

  • Over 80% of purchases still occur in-store, making it a crucial touchpoint.

  • In-store audiences are on average 84% larger than digital ones.

  • Physical stores offer a high-impact channel for last-mile conversions and promotional engagement.

• Unified Cross-Channel Campaigns

  • Koddi’s direct integration with ISM offers retailers a unified platform for managing on-site and in-store media.

  • Simplifies operations by reducing reliance on multiple vendors and technologies.

  • Retailers gain a streamlined content and ad management system across 31,000 connected stores.

• Enhanced Campaign Performance Tracking

  • Enables measurement of both online and in-store campaign effectiveness.

  • Offers comprehensive insights into brand lift and sales attribution across touchpoints.

  • Supports smarter media investments and more targeted consumer engagement.

• Scalable Infrastructure and Future Plans

  • Koddi continues to invest in infrastructure to scale in-store activations.

  • Plans are underway to deepen integration with ISM, offering easier retail media buying processes this summer.

  • Retailers benefit from greater flexibility and elevated buy-side accessibility.

• Leadership Perspectives

  • Koddi’s Nicholas Ward highlights the significance of bridging digital and physical retail for holistic growth.

  • ISM’s Paul Brenner underscores the value of accessing $749B in consumer spend through their connected store network.

The partnership between Koddi and ISM signifies a major leap forward in retail media strategy—one that embraces the power of physical stores and integrates it into the digital media landscape. By eliminating fragmentation and offering unified control, this collaboration sets a new standard for retail marketers seeking full-funnel campaign performance. With upcoming expansions in place, the partnership is poised to redefine how retail media is planned, executed, and measured across all shopper touchpoints.

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In 2025, the marketing automation landscape is undergoing a significant transformation. The rapid advancement of AI particularly generative and agentic AI is revolutionizing how marketers approach content creation, campaign management, and system integration. With increasing pressure to deliver personalized experiences at scale and measurable ROI, organizations are turning to smarter, more integrated platforms. This evolution is redefining the competitive dynamics among vendors and reshaping how marketing teams operate.

1. Generative AI Elevates Content Personalization

• Generative AI tools are now integral to content strategies.

• Marketers use AI to create high-quality, personalized content rapidly.

• AI adjusts messaging dynamically based on real-time user behavior.

• Personalization is now scalable and automated, improving engagement and relevance.

2. Agentic AI Transforms Marketing Workflows

• Agentic AI enables platforms to make campaign decisions autonomously.

• These systems optimize channel selection and messaging mid-campaign.

• Reduces manual effort and enhances campaign responsiveness.

• Empowers marketing teams to focus on high-level strategy instead of setup tasks.

"Agentic AI is shifting the landscape by executing campaign decisions in real time… enabling marketers to focus more on strategy than setup." – Cameron Marsh, Senior Analyst

3. Deep Integration with Business Systems is a Priority

• Seamless integration with CRM, ERP, CDP, and analytics tools is essential.

• Vendors emphasize flexible APIs, native connectors, and pre-built integrations.

• Cross-platform data flow enhances agility and marketing precision.

• Integration ensures consistent messaging and better decision-making across departments.

4. Marketing Automation Technology Value Matrix – 2025 Overview

Leaders

Vendors that deliver robust functionality and ease of use at scale:

• ActiveCampaign

• Creatio

• HubSpot

• Oracle

• Salesforce

• Zoho

Experts

Vendors with deep industry capabilities and advanced features:

• Acoustic

• Adobe

• LeadGen&CRM

• SAP

Accelerators

Platforms known for ease of use, quick deployment, and value delivery:

• Act-On

• Keap

• Mailchimp

• SugarCRM

Core Providers

Solutions offering essential marketing analytics and cost-effective adoption:

• Brevo

• DemandBase

• Drip

• Klaviyo

As the marketing automation space evolves in 2025, AI is the central force driving innovation. From intelligent content creation to fully autonomous campaign execution and tighter system integrations, vendors are building smarter, more adaptable platforms. The companies that lead or accelerate adoption are delivering not only improved performance but also strategic value. Whether optimizing for agility, scalability, or vertical depth, the future of marketing automation lies in AI-driven solutions that reduce complexity and unlock deeper consumer connections.

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In the ever-evolving landscape of employee engagement and communication, bswift has emerged as a standout leader. The bswift Engagement Agency has been awarded a Gold Hermes Creative Award for its Strategic Benefits Communication and Enrollment Campaign developed in partnership with Iron Mountain. The campaign supported a major platform transition and showcased bswift’s ability to drive real behavioral change through personalized, multi-channel communication.

1. Strategic Partnership with Iron Mountain

• Iron Mountain, a global leader in information management and storage, sought a seamless transition to a new benefits platform.

• With over 10,000 employees affected, the challenge required a thoughtful and empathetic change management approach.

• Iron Mountain’s deep understanding of its workforce was key to shaping a campaign grounded in relevance and clarity.

2. Award-Winning Multi-Channel Campaign Design

• The campaign catered to a diverse workforce, including field employees and corporate staff.

• Tools included:

  • A redesigned public-facing benefits site

  • Targeted emails and newsletters

  • Informative videos

  • Engaging postcards and posters

• The communication strategy was built to meet employees where they are—across formats, roles, and locations.

3. Measurable Engagement Impact

• 20% of employees enrolled within the first 48 hours of launch

• Achieved a 90.5% active enrollment rate by campaign close

• Over 9,500 users visited the public site within four weeks

• Email open rates soared to 64% on personal addresses

• These results underline the power of personalized, data-driven messaging and user-centric design.

4. Creative Excellence Recognized by Hermes Awards

• The Hermes Creative Awards are one of the largest and oldest international competitions recognizing innovation in marketing and communication.

• bswift's campaign stood out for its originality, clarity, and effectiveness.

• This marks the third consecutive year bswift has been recognized by Hermes, affirming its creative leadership in employee communication.

5. Client-Centered Collaboration and Communication Philosophy

• Maria Keller, SVP of Marketing and Communication at bswift, emphasized the importance of “communication that feels personal, clear, and compelling.”

• Alyssa Zeff, VP of Communication, added, “We don’t just send messages—we spark connection.”

• The partnership with Iron Mountain exemplified strategic collaboration based on empathy, insight, and shared purpose.

6. Broader Creative Impact Across Industries

• In addition to the Iron Mountain campaign, bswift earned an honorable mention for its Ulta Beauty campaign.

• This underscores the agency’s flexibility and success in delivering high-touch communication strategies even in fast-paced, consumer-driven sectors.

• Whether in healthcare, retail, or corporate environments, bswift continues to raise the bar for benefits engagement.

The success of bswift’s campaign for Iron Mountain is a powerful example of how strategic, human-centered communication can drive meaningful results at scale. Recognized by the Hermes Creative Awards, the campaign is a testament to the value of collaboration, creativity, and empathy in employee engagement. As companies navigate transitions and aim to support their people through change, bswift remains a trusted partner that combines innovation with impact—one campaign at a time.

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In response to global volatility and the growing need for strategic communication, FleishmanHillard has announced the launch of its Global Executive Advisory a high-level network of over 50 senior counselors. This initiative aims to provide C-suite executives with critical support during high-impact issues, special situations, and transformative business changes. With operational coverage across the U.S., EMEA, and APAC, the Advisory represents a new standard in rapid, high-precision, and integrated executive counsel.

1. Purpose and Global Scope of the Advisory

• Created to help executives navigate complex and volatile global environments.

• Offers expertise in financial communications, crisis management, ESG, talent transformation, public affairs, and brand positioning.

• Designed to guide decision-makers with a combination of agility and deep strategic foresight.

2. Senior-Level Expertise with Global Coverage

• Comprises 50+ senior advisors with experience across critical markets.

• Clients benefit from tailored expertise in regional and sector-specific challenges.

• Integration with global client leaders ensures aligned, consistent, and relevant advice.

3. AI and Analytics-Powered Decision Support

• Powered by omniearnedID's genAI-enhanced analytics platform.

• Features advanced tools for risk evaluation, narrative development, and real-time decision-making.

• Enables high-speed insight generation and campaign execution.

4. Executive Perspectives on Strategic Communication

• J.J. Carter, CEO of FleishmanHillard: The Advisory is designed to meet modern leadership demands and deliver results through impactful communication.

• Rachel Catanach, Head of the Global Executive Advisory: "In uncertainty, strategic communication provides decision advantage."

• Emphasis on transparency, discipline, and trust-building as foundational communication principles.

5. Brand Impact and Experience

• Jim Joseph, Global Head of Brand Impact: “In uncertain times, the brand experience becomes the connective tissue between companies and audiences.”

• Communication must reinforce core values and create authentic touchpoints for stakeholders.

6. Scalable and Flexible Framework

• Built for rapid deployment of the right experts to client challenges.

• Access to Omnicom partners including Daggerwing Group, Maslansky + Partners, and VOX Global when specialized expertise is needed.

• Combines internal and external resources for customized solutions.

7. Proprietary Tools for Strategic Navigation

• Connectivity Diagnostic: Measures organizational alignment with external market forces.

• Risk Radar: Forecasts reputational threats before escalation.

• Two Truths Framework: Helps brands build trust amid polarized perspectives.

8. Evolution of Corporate Affairs Model

• The launch advances FleishmanHillard’s corporate affairs strategy, connecting five advisory pillars:

  • Financial Communications

  • Crisis, Issues, and Risk

  • Talent and Transformation

  • Responsible Business

  • Public Affairs

• Reinforces the firm's C-suite relevance, particularly in special situations.

FleishmanHillard’s Global Executive Advisory marks a strategic leap forward in how companies manage critical communications and decision-making. By fusing senior-level expertise, AI-driven insights, and cross-functional agility, the Advisory equips modern leaders with the resources needed to thrive in uncertain times. The model reflects a bold vision for corporate strategy, reinforcing FleishmanHillard’s role as a trusted advisor to the world's most influential organizations. In today’s high-stakes business environment, leadership means acting decisively, with integrity, and with communication at the core.

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MatrixPoint, a consulting firm focused on improving business processes and customer relationships, has officially joined the HubSpot Solutions Partner Program. This strategic collaboration reflects MatrixPoint’s commitment to delivering sophisticated, customer-centric CRM and marketing solutions. By partnering with HubSpot, MatrixPoint gains access to a powerful ecosystem of tools and expertise designed to scale businesses through enhanced inbound strategies.

1. Overview of the HubSpot Solutions Partner Program

• A global network of experts in marketing, sales, customer service, CRM, web design, and IT.

• Designed to help businesses grow by leveraging customer-first strategies and technologies.

• Members gain access to HubSpot's software and support ecosystem to deliver enhanced services.

2. MatrixPoint’s Role and Vision

• MatrixPoint aims to strengthen its CRM consulting practice through the partnership.

• The company helps clients optimize processes, deepen customer relationships, and drive revenue.

• With HubSpot, MatrixPoint is better positioned to create intelligent, personalized customer engagement strategies.

3. Enhanced CRM Capabilities

• The partnership enables MatrixPoint to help clients fully leverage their customer data.

• Focus on turning data into actionable insights for smarter engagement and improved retention.

• Expanding services to support full-funnel marketing and CRM transformation initiatives.

4. Customer-First Strategy and Inbound Growth

• Shared philosophy between MatrixPoint and HubSpot: prioritizing customer experience is central to growth.

• Enables delivery of integrated solutions across the customer lifecycle, from lead generation to loyalty.

• Aligns marketing, sales, and service functions through centralized CRM insights.

MatrixPoint’s integration into HubSpot’s Solutions Partner Program marks a key milestone in its mission to elevate client performance through data-driven strategies and customer-centric solutions. By expanding its CRM capabilities, MatrixPoint is now better equipped to deliver tailored, scalable, and intelligent customer engagement across industries. This partnership exemplifies a shared vision for enabling growth through innovation, integration, and inbound excellence.

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The demand for fast, visually compelling digital publications like eBooks, catalogs, newspapers, and magazines is increasing. While many instant solutions exist, they often come with design limitations or expensive subscriptions. FlipHTML5’s newly expanded template center aims to change that by offering an extensive selection of beautifully designed, interactive flipbook templates that are both functional and engaging.

Features and Benefits of FlipHTML5 Templates

1. Realistic Page-Turning Animations

• Delivers an immersive reading experience that mimics physical books

• Enhances user interaction and keeps audiences engaged

• Dynamic visuals maintain reader interest with each page flip

2. Broad Template Library for Various Industries

• Ready-to-use designs suited for multiple niches and use cases

• Includes templates for:

  • E-commerce product catalogs

  • Design portfolios for creatives

  • Digital newspapers for publishers

  • Real estate, tourism, education, and more

• Users can easily filter and select templates based on their goals

3. Full Template Customization

• Control over font styles, layouts, and backgrounds

• Ability to modify each element to align with brand aesthetics

• Simplifies brand consistency across digital publications

4. Multimedia and Interactive Features

• Insert videos, audio, and images directly into the publication

• Add interactive elements like:

  • Hyperlinks

  • Buttons

  • Hotspots

• These features are particularly beneficial for e-commerce to direct traffic to product pages

5. Streamlined User Experience

• Designed to reduce production time while maintaining high-quality output

• Templates serve as professional starting points for both beginners and experts

• Enhances efficiency while allowing full creative freedom

6. Purpose-Built for Engagement and Conversion

• Encourages deeper interaction with embedded elements

• Increases conversion potential with call-to-action integration

• Helps businesses present content that is both informative and sales-driven

FlipHTML5’s template center redefines how users create digital content by combining speed, design quality, and functionality. Its versatile templates serve a wide range of industries and allow deep customization, multimedia support, and interactivity. As a result, creators can deliver visually appealing, interactive flipbooks that boost reader engagement and improve marketing outcomes.

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