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Welcome to The Brief, The Media Leader’s round-up of media news.

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.’

Kindness is not about being nice. It is about caring enough to be direct, honest and committed to everyone’s professional growth.

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.

Are we, in our quest for standardised processes and automated solutions, sacrificing the very strategic, bespoke thinking that defines truly impactful media planning? asks Caroline Manning.

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.

The survey also found that more Britons prefer audio-only podcast formats.

Welcome to The Brief, The Media Leader’s round-up of media news.

From a local to a global level, trust in news is in decline. The impact may be felt all the way to 10 Downing Street, writes Ray Snoddy.