Can AI actually help agencies write better? | ClickZ Indie Agency News

PLUS: Why John Mescall says overcomplication is killing creativity

Author

Zihan Lyu
April 09, 2025

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

Welcome to ClickZ Indie Agency News, your essential newsletter for marketing agencies and eCommerce professionals.

Editor’s Pick 🌟

Curious to know the optimal way to allocate your Google Ads budget? Fospha’s latest analysis of top performers reveals key insights into balancing Performance Max (PMAX) and Paid Search:

🥇 How Top-Performers Do It: For the highest-performing 25% of brands, a strategic allocation of around 55% of total Google budget to Performance Max and 12% to Paid Search appears to be the sweet spot for driving results.

🏢 Size Matters: Note, this optimal allocation does vary slightly between different brand sizes. Top-performing small brands were found to have a 52% PMAX / 15% Paid Search split, while top-performing large brands allocated more to PMAX, with a 59% PMAX / 9% Paid Search split.

Why? With extensive product catalogs and diverse customer segments, large brands can leverage PMAX's AI-driven optimization, while smaller brands benefit from the precision targeting of Paid Search to capture high-intent traffic while still leveraging PMAX for efficiency

Unlock the full potential of your Google Ads budget! Fospha’s new Performance Max and Paid Search Playbook is your guide to cultivating cross-channel synergies, reducing wasted ad spend, and maximizing blended performance.

Sector Spotlight 🎥

AI CONTENT STRATEGIES

Show and Tell Agency's exploration of AI as a content writing assistant highlights its potential to expedite initial drafts, allowing professionals to prioritize valuable input and editing. By keeping the human element central, the agency's approach demonstrates AI's role as a support tool, rather than a replacement, ensuring content integrity and personalized brand voice.

CREATIVE STRATEGY

John Mescall

John Mescall emphasizes the crucial role of creativity in the advertising industry, advocating for simplification amidst complexity and fragmentation. To ensure marketing success, creatives should distill messages clearly for both themselves and clients, as failing to do so jeopardizes outcomes. Mescall's insights underscore the industry's need for clarity and precision in an increasingly complicated landscape.

STRATEGIC PARTNERSHIPS

NP Digital has acquired Yodel Mobile to enhance its app marketing capabilities, doubling its London team and providing advanced mobile strategies to U.S. and international clients. With mobile apps experiencing higher conversion rates than mobile websites, this move positions NP Digital to better serve sectors like eCommerce, finance, and travel in a mobile-first world.

BUSINESS EXPANSION

Independent digital marketing agency Acadia has acquired eCommerce consultancy Crush for an eight-figure sum. This acquisition marks Acadia's sixth since its 2021 inception and bolsters its capabilities in managing retail media networks and marketplaces like Amazon, which now account for nearly half of its workforce, profit, and revenue.

By integrating Crush, Acadia aims to enhance its service offerings for clients operating on platforms including Amazon, Kroger, Target, and Walmart, improving their navigation and success in retail media landscapes.

MARKETING UNCERTAINTY

Amidst economic uncertainty and looming recession fears, nearly half of U.S. CMOs express decreased optimism, prompting a 43.5% reduction in marketing budgets due to inflation. The Duke University survey highlights a subdued marketing budget growth of 3.3% as of February 2025, compared to 5.8% in 2024. Marketers must adapt their strategies to attract cautious consumers and navigate the shifting economic landscape.

Influencer Corner 📢'

We chatted with Amy J. Oelkers, TikTok’s GM, US Head of Commerce, about how the power of discovery on TikTok is driving commerce everywhere | TikTok for Business

📌 4 in 5 users are discovering brands through creators' recommendations.

📌 After discovering something on TikTok (via a creator), 45% of users continued searching for more information on the platform.

📌 1 in 4 users search within the first 30 seconds of opening the app (internal user data).

In our Shoptalk 2025 wrap up with ClickZ.com, one thing was clear | Lee Arthur

This industry is operating in a new reality. From full-funnel AI to omnichannel orchestration, the conversations weren’t speculative,they were tactical.

Here are the biggest shifts we heard on the ground:

🔹 AI is everywhere
“AI isn’t a concept -it’s a capability,” summed up by voices across the floor. From text-to-buy to media measurement, brands are moving from testing to scaling.

🔹 Omnichannel is baseline
“Omnichannel isn’t a trend - it’s the new baseline,” said Sam Carter, CEO at Fospha. The new standard is unified journeys online and off.

Optimization Hub ⚙️

BUSINESS MEASUREMENT FRAMEWORK

Breaking organizational silos is essential for building effective measurement frameworks, ensuring data-driven insights drive marketing success. By involving all stakeholders and focusing on real-world applications, businesses can align metrics with strategic objectives. Tailored frameworks improve communication and performance across departments, essential for today's competitive landscape.

SOCIAL MEDIA MARKETING

Instagram's new monthly recap feature provides creators with valuable insights into their content performance, including total views, follower engagement, and specific audience activity times. This feature aids marketers by offering actionable tips to enhance content strategy based on the unique behaviors of their audiences, fostering a more tailored approach to growth and engagement.

ECOMMERCE OPTIMIZATION

Adjusting the Google Ads bid strategy, specifically the Target ROAS, can enhance Shopping Ads revenue without reducing profitability for eCommerce businesses. Use Impression Share and Search Lost IS metrics to identify and rectify revenue loss. Gradual budget and ROAS adjustments ensure consistent performance improvement.

📲 Like what you’re seeing?

Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow ClickZ on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

ClickZ is a Contentive publication in the DTC Ecommerce division