The programme

Senior leaders from major networks come together to explore the evolving Total Video landscape. From defining the new video landscape to examining shifting market dynamics, the session addresses both the challenges and opportunities shaping video advertising today. It will highlight how companies articulate their distinct proposition, what underpins claims of premium and quality, and how these are demonstrated. The discussion will also consider how global scale and local expertise can be better aligned to foster stronger collaboration across markets.

In an increasingly competitive streaming landscape, content strategy has become the key driver of differentiation and audience loyalty. This panel explores how platforms balance global franchises, local storytelling, and live sports rights to build cultural relevance and long-term growth.

As the digital ecosystem faces increasing scrutiny, the role of media and advertisers in shaping a safe, transparent, and responsible information environment has never been more critical. Bringing together voices from global policy, industry initiatives, and lived experience, this panel explores how safeguarding mental health, ensuring media integrity, and restoring trust can coexist with effective, growth-driven advertising. From brand responsibility to systemic change, the discussion will challenge the industry to rethink how investment decisions can drive both societal impact and sustainable business outcomes.

Global platforms continue to dominate the video market through scale, technology, and data. But in an era of AI-generated content, increasing regulation, and growing demands for brand safety, trust is becoming a critical competitive advantage. With the approved RTL–Sky merger as a key example, this panel explores how European media companies could build a stronger alternative to Big Tech through scale, collaboration, premium content, and transparent data models. Can trust, quality, and new alliances become the foundation for a successful European model in advertising and streaming — and what would that mean for advertisers, agencies, and platform strategies?

smartclip and AdAlliance explore how traditional and digital ecosystems unite. Through real-life case, economic insights and market perspectives, the keynote unpacks opportunities, challenges, and the evolving, fragmented yet promising future of Total TV convergence for advertisers and broadcasters alike.

Join Ipsos and Mark Ritson for an extensive look at our new report ‘Marketing Anchors’, exploring the relationship between marketing fundamentals and decision making in times of transformation. We will be revealing fresh evidence from our interviews with 1,500 marketers on how to boost marketing effectiveness. We will share insights on building a high performing marketing team in 2026 but also how capability inspires confident decision making and finally how to arm yourself and your business to face transformation. With expert analysis from Mark Ritson, we will go beyond describing the current state of marketing, to informing marketers on how to build influence, boost confidence and make effective decisions.

In an increasingly fragmented media landscape, big cultural moments still have the power to create meaningful brand impact. 

But in 2026, sponsorship is no longer just about visibility or scale. 

Brands are under growing pressure to prove authenticity, earn trust, and create experiences that audiences genuinely connect with. This discussion explores whether major events still deliver a true “trust premium”, how brands move beyond passive logo placement, and why trusted media environments can strengthen credibility more effectively than purely social or influencer-led spaces. It also examines how marketers measure success today, from awareness and attention quality to trust, preference, and tangible business outcomes.

The media landscape has never been more complex – or harder to navigate. More channels, more content, more options. But also more questions: what really works? What can be compared? And what actually matters when everything is available? This panel brings together CMOs to rethink what drives brand growth today – and the role clarity, context, and quality might play.

Inga Leschek Chief Content Officer of RTL Deutschland is joined by Jorge González, renowned TV juror and entertainer, and Alina Dalaslan, professional MMA fighter, to explore the enduring power of entertainment. From the unique appeal of live TV to its role within the broader Total Video ecosystem, the conversation highlights how standout content continues to capture mass audiences. It also considers what sets RTL apart, offering insight into how strong formats, talent, and storytelling drive both engagement and lasting cultural impact.

Leaders from Channel 4, ITV, Sky, Paramount, and Disney will come together for a candid and thought-provoking discussion about TV, where it’s at and where it is heading. They will face into the challenges and assess the opportunities, tackling key issues including the tech platforms that have colonised Cannes and captured advertising, why trust matters in advertising, and why TV earns it. The conversation will explore the new world of Total TV and what that means for advertisers, alongside how TV is innovating and collaborating, from outcomes to YouTube. It will also address creativity, attention, and effectiveness in a fragmented media world, highlighting the increasing importance of engaging audiences meaningfully. Finally, the discussion will underline why premium environments matter more than ever in the age of infinite content, positioning TV as a trusted, high-quality space for advertisers.

This session will unpack one of the biggest questions facing the industry today: does marketing have a talent shortage - or a capability mismatch? Drawing on findings from a new WFA and mediasense study spanning marketers, agencies, and platforms, we’ll explore how AI and automation are reshaping the skills the industry values, where the biggest capability gaps are emerging, and why many organisations are struggling to attract, develop, and retain future-fit talent. Expect a candid discussion on the changing role of creativity, strategy, media, leadership, and human judgment in an increasingly AI-augmented ecosystem - and what the industry must do next to build stronger, more sustainable marketing teams.

In a polarised, AI-driven world, trust is scarce, yet brands remain one of the few trusted voices. Trust drives effectiveness by building genuine connections through empathy, transparency, and meaningful action. Acting early in creative development strengthens impact, yet only half of ads feel relatable today.

Beyond performance, brands must play a positive role in society. AXA’s Three Words and Nestlé’s commitments show how purpose builds trust, supported by new research on endorsers as powerful trust catalysts.

Storytelling has been fundamental to how we have socialized knowledge across eras of human history and is evidenced to be a powerful tool to change behaviour.  Yet today only half of ads attempt to tell a story, despite Ipsos Creative Excellence effectiveness data showing it can be up to 3x more effective in generating memorability and behaviour change.

Join Ipsos and their acclaimed guests to reflect on and bring their perspective to what this means about the state of our industry and what we can do to be better storytellers and more effective marketers.

As digital media becomes increasingly automated and AI-driven, transparency remains one of the industry's biggest challenges.

Advertisers are demanding greater visibility into how media decisions are made, how budgets are spent, and how campaigns are executed across agencies, platforms, and technology partners.

The conversation is no longer just about measurement and reporting. It's about accountability, independent verification, and understanding what happens behind the scenes of increasingly complex media ecosystems.

As AI accelerates automation, transparency will become even more critical—not only to improve performance, but also to build trust between advertisers, agencies, platforms, and consumers.

Because trust in digital media starts with transparency

AI is reshaping how we produce and distribute creative content in media and advertising.  This session brings together a unique set of panelists with Global and European market perspectives, uniting leaders, partners and friends from Bertelsmann. Learn from creative tech leaders at Adobe and Runway, as well as creative producers from Fremantle’s Imaginae Studios, RTL Nederland’s ALLY and Webedia about successful examples of AI content generation and brand . We will explore the intersection of production scale and creative integrity, and map out how creative leaders can opt out of the race to the bottom by fighting for authentic creative work.

The first event dedicated to the French Creator Economy at Cannes Lions brings together the leading players in the influence space for an exclusive seaside breakfast combining a conference, conversations and networking. Content creators, platforms, agencies, brands, media and industry experts will come together to share their perspectives and experiences on the emerging dynamics reshaping influence, content and attention. The programme will feature a talk and in-depth analysis of key Creator Economy trends, as well as networking opportunities among key market players, all set around a beachside breakfast. This exclusive event aims to bring together those who are shaping the future of this fast-evolving industry.

• This talk will be in French.
• Request to join: Morning Talk: Creator Economy - Quel avenir pour la relation entre marques et créateurs édition spéciale Cannes Lions

This panel explores the growing role of sport within the digital Total Video ecosystem. As streaming platforms expand their sports offerings, the session examines how these environments create new opportunities for advertisers. From deeper audience insights to engagement beyond the live moment, it highlights how sport can unlock more targeted, scalable, and always-on connections with fans.

As marketing becomes more data-rich and performance-driven, the industry continues to question what truly defines advertising impact. While brands have access to more metrics than ever before, proving long-term effectiveness remains a growing challenge in a landscape focused on short-term optimisation. This discussion explores which measurement approaches marketers trust most today, how businesses can better capture lasting brand effects such as memory and halo impact, and which innovations are genuinely improving decision-making. It also examines the shift away from vanity metrics towards more meaningful indicators of success, as well as the growing role of AI in generating insights, improving measurement accuracy, and making results more understandable across the business.

A celebration of outstanding campaigns featured in ACT exhibitions and the inspiring individuals recognized as Champions of Good.