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Award-winning filmmaker Ben Proudfoot joins brand leaders who are reshaping the way stories are told - creating cultural moments and redefining brand identity in the process.In a media landscape that’s constantly evolving, this conversation will explore how brands are forging deeper connections with audiences through authentic, emotionally resonant narratives. From documentary-style storytelling to the creative potential of AI, these leaders will share how they’re pushing boundaries and partnering in new ways to craft powerful content.

There’s a big difference between leaning into culture and leaning into culture correctly. And often, it depends on whether an organisation has the right competencies and capabilities, a high level of psychological trust and a commitment to cultural-led marketing. Is it possible to cultivate a culture of curiosity? How can you move from producing average to truly transformative culturally-led work? And how can you sustain momentum, investment and commitment to cultural-led approaches? In this session, you’ll hear from brand leaders who have created a marketing function which not only embraces but leads culture.

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

The television industry is evolving quickly, and so is the face of FAST. What was once merely known as free content is now becoming an integral part of the streaming ecosystem and marketers’ media mixes. In this session hosted by Xumo, you’ll hear perspectives from a variety of key industry partners about the future of FAST, from its challenges to its solutions in unlocking incremental value for advertisers and creating the best experience for viewers.

Where storytelling meets shop-ability, this session dissects how brands are fusing narrative and native commerce to turn every scene into a seamless transaction. Discover the strategies powering the next generation of shoppable content, social storefronts, and experience-driven sales funnels that blur the line between “watch” and “buy.” Speaker Lineup coming soon!

Join us at the Braze Cabana from 3 pm to 5 pm for our daily social hour. We have the perfect spot for you to unwind, chat with our marketing experts, and have a well-earned drink.

Join Anne Belliveau, Chief Customer Experience Officer at Cirque du Soleil, in conversation with ADWEEK at Cannes Lions, as she shares how this legendary brand is pushing the boundaries of experience — weaving wonder across digital, physical, and emotional touchpoints. For the first time on the global stage, Anne will also offer an exclusive look at Cirque’s bold new brand platform — a vision designed to ignite imagination and deepen engagement in every corner of the world.

Join us for a candid conversation on what’s working, what’s changing, and how to navigate the road ahead, in partnership with the founders of the AdTech Economic Forum. Together with key industry voices and analysts, we’ll unpack the question on everyone’s mind: How can marketers evolve to stay connected with customers and consumers amid a shifting economy? After the discussion, stay aboard for networking and refreshments as we keep the conversation going.

Building on the conversation around reimagining the creative system, this demo shows how TikTok’s AI tools help you augment and automate key parts of the process. We’ll walk through real examples of how Symphony, creative insights, and audience signals can help you go from idea to content more easily. You’ll see how AI can support your team at every step, making it easier to create.

Vida Cornelious, SVP, Creative & Strategy,The New York Times, Gemma Floyd, Global Head of Advertising Sales, The Washington Post & Michelle Hillman, Chief Campaign Development Officer, Ad Council