Cannes as a catalyst for better business conversations
Opinion – The Indie Leader – AMI
When the future of the industry comes down to agility, real trust, and delivering actual outcomes, independents are exactly where they need to be, writes Medialab’s MD.
My first step into Cannes this year was incredibly inspiring. It was fast-paced, full-on and high-energy. Across a packed week of meetings, discussions and events, one thing stood out above everything else: while technology continues to evolve at remarkable speed, the core drivers of our industry remain the people, ideas and relationships.
The value of stepping outside the day-to-day
The main highlight for me was the human side of the event, connecting with people and our partners across the industry. Even though we’re at a time where technology, automation and efficiency are top-of-mind conversation topics, it’s good to be reminded that relationships will always be one of your most valuable company resources.
If anything, their importance appears to be growing.
In conversations with brands, media owners, technology partners and agencies, there was a shared recognition that trust, transparency and collaboration matter enormously when the pace of change is accelerating. The ability to communicate openly, question each other’s assumptions, and create new possibilities collectively remains central to achieving true success.
Creativity is firmly back on the agenda
One of the most visible themes throughout Cannes was the growing presence of creators.
Walking along the Croisette, it was impossible to miss them. Creators seemed to be everywhere, filming content throughout the festival and, at times, slowing the flow of foot traffic as crowds gathered around them. Their influence on the media landscape is undeniable, and their prominence at Cannes reflected that reality.
What I found particularly encouraging, however, was that the conversation extended far beyond influencer marketing. There was a noticeable emphasis on creativity, storytelling and the power of longer-form content. For a festival built around creativity, that might sound obvious, but it felt significant that these discussions were taking centre stage at a moment when so much industry attention is focused on technology and efficiency.
What stood out even more was where many of those conversations were coming from. The big technology platforms were speaking passionately about creative excellence and the importance of craft, and creativity was not being positioned as something separate from innovation; instead, it was increasingly viewed as the factor that gives technology its value.
There was also growing recognition that creativity cannot be viewed in isolation from effectiveness. As media becomes more fragmented and marketers seek a clearer understanding of what is genuinely driving business outcomes, attention is shifting beyond channel-level metrics towards broader measures of contribution, profitability and long-term growth.
This highlights the importance of stronger measurement frameworks, marketing mix modelling, experimentation and evaluating ideas over time, all of which give organisations greater confidence to invest in creative work and make better decisions about where future growth will come from.
AI is growing up
Unsurprisingly, AI was one of the dominant topics across the festival, but the narrative has matured.
For some time, discussions around AI have focused heavily on efficiency, automation and cost savings. Those benefits remain important, but the most interesting conversations at Cannes were focused elsewhere.
The real excitement now lies in how AI can help produce better quality work.
Many discussions centred on AI’s ability to support creative ideation, accelerate thinking and help teams explore ideas that may not have emerged through traditional processes alone. Rather than replacing creativity, the technology is becoming a tool that can help unlock it.
Another area receiving significant attention was Generative Engine Optimisation (GEO). As AI-powered search experiences become more influential, the quality of a brand’s content takes on even greater importance.
High-quality content is more likely to be surfaced, referenced and cited within AI-generated responses. This is a new challenge for brands, but also a major opportunity as visibility within these emerging environments will increasingly depend on the strength, relevance and credibility of the content they produce.
It was another example of how technological change is creating fresh opportunities for marketers willing to adapt.
Trust remains the industry’s most valuable currency
I had the opportunity to spend time with a number of independent agencies from both the UK and the US. Despite operating in different markets, there was consistency in how people were thinking about the future.
As technology becomes more sophisticated, trust is becoming a crucial consideration.
Clients want partners who can help them navigate complexity with confidence. They want transparency in how decisions are made and for technology to be used in ways that genuinely improve outcomes rather than simply reduce costs.
Those discussions reinforced the importance of maintaining a long-term perspective. Strategic conversations, thoughtful planning and strong partnerships remain critical ingredients for success. Technology can enhance those relationships, but it cannot replace them.
That feels particularly relevant at a time when businesses have access to more tools and more data than ever before. The organisations that succeed will be those that combine innovation with trust, using technology to create better work and stronger outcomes rather than treating it as an end in itself.
Leaving Cannes, I’ve never felt more confident in the power of independence. When the future of the industry comes down to agility, real trust, and delivering actual outcomes, we’re exactly where we need to be.
Alex Kirk is co-founder and managing director of Medialab. AMI members write regularly for The Media Leader in 2026 as part of our new Indie Leader series.