The ‘Science of Desire’ research report, unveiled at Cannes on Tuesday, finds that brands should not compete for visibility, but rather desirability.
More Cannes Lions articles
SMEs can now reach streaming TV audiences from ITV, Sky and Channel 4 through one self-service advertising platform.
The coalition of advertising businesses is led by UN Women and launched the framework at Cannes Lions.
The Media Leader’s live blog is powered by Tickaroo and delivered in partnership with Channel 4.
Mobsta is ensuring sustainability remains part of the Cannes Lions conversation by hosting a roundtable to explore how it can transition from a series of commitments to influencing everyday media planning and investment decisions.
At what point does a challenger agency decide to make a big splash at Cannes? For PMG, ‘the moment we’re in right now is the moment it has been building toward for 15 years.’
The platforms have taken the Croisette, the beaches keep changing hands and the AI companies are arriving in force. We asked senior figures across brand, agency, media and adtech who the festival is really for in 2026, and what that says about where the business is heading.
Synamedia’s Guy Southam is in Cannes to argue that while addressable TV unlocks the door to new TV revenues, it is ‘platformisation’ and greater automation that will push the door open.
The most interesting conversations won’t be about the latest AI tools, but about a consolidation cycle already taking shape, driven by three simultaneous forces – AI compression, changing client demands, and a generational shift in agency ownership.
This Cannes will be a celebration of independent agencies, but let’s not forget we need independent technology too, writes MINT Square’s CEO.