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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. 

This Cannes will be a celebration of independent agencies, but let’s not forget we need independent technology too, writes MINT Square’s CEO. 

Cannes can be glamorous, exhausting and deceptively hard work. We asked regulars, veterans and one first-timer for the no-nonsense version. What to do, what to avoid, and how to come home with something to show for the trip.

There’s a level beyond reach, one where brands create a genuine connection that people remember and welcome. It takes more effort and more creative risk, but it’s worth it.

Propeller’s comprehensive list of parties and events at Cannes Lions is both a must-have social tool and an historical barometer of trends and shifting sands, writes its creator, Ben Titchmarsh. 

The social media under-16 ban is a moment for accountability – but regulation alone won’t fix the problem, says Bauer’s Simon Kilby.

By enabling performance advertising, streaming publishers can unlock a new growth cycle.

You won’t find true agentic AI being sold on a superyacht because it threatens the very companies that pay to play captain for a day. Indies should ignore the allure, writes Converge’s CEO.

A last-minute dash to Arket for linen trousers, a panic-purchase pair of Axels, and a more-than-you-should-have splurge at Folk. Sound familiar? The Guardian’s fashionista, Imogen Fox, solves your Cannes wardrobe dilemmas.