{"id":2966,"date":"2026-06-25T16:39:48","date_gmt":"2026-06-25T16:39:48","guid":{"rendered":"https:\/\/relocationobserver.com\/?p=2966"},"modified":"2026-06-25T16:39:48","modified_gmt":"2026-06-25T16:39:48","slug":"cannes-lions-movers-and-shakers-tackle-trends-in-marketing-ai-advertising-content-and-ranch-dressing","status":"publish","type":"post","link":"https:\/\/relocationobserver.com\/?p=2966","title":{"rendered":"Cannes Lions: Movers and Shakers Tackle Trends in Marketing, AI, Advertising, Content and Ranch Dressing"},"content":{"rendered":"
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\n\tFrom AI insights to IRL experiential marketing, the crosscurrents of discussion at Cannes Lions were reflected Tuesday by top movers and shakers in marketing and media who joined Variety in the C-Suite in collaboration with Canva at the Festival of Creativity.<\/p>\n

Read more James Gray\u2019s Cannes Title \u2018Paper Tiger,\u2019 Starring Adam Driver and Scarlett Johansson, Gets November Release Date From Neon<\/a><\/p>\n

\n\tLeaders from a range of sectors braved the heat that has gripped Cannes this week to share insights and talk shop with Variety, which is presenting a series of panels this week at the Canva Creative Cabana located in a prime beachfront spot off the Croisette.<\/p>\n

\n\tParticipants on Day 2 (June 23) included the pairings of Rita Ferro<\/strong>, president of global advertising for Disney, and Michelle Mesenburg<\/strong>, chief brand officer for Target; Todd Kaplan<\/strong>, chief marketing officer for Kraft Heinz in North America, and Taylor Montgomery<\/strong>, global chief brand officer for Taco Bell; Frances Berwick<\/strong>, chairman of Bravo and Peacock unscripted, and Alan Cumming<\/strong>, actor and host of Peacock\u2019s \u201cThe Traitors\u201d and NBC\u2019s upcoming \u201cThe Traitors: New Blood\u201d; Ndidiamaka Oteh<\/strong>, CEO of Accenture Song, and Asmita Dubey<\/strong>, chief digital and marketing officer for L\u2019Oreal; and Gabrielle Wesley<\/strong>, chief marketing officer of Mars Wrigley North America, and William White<\/strong>, chief marketing officer of Walmart.<\/p>\n

\n\tWatch full videos of each conversation at the links below.<\/p>\n

\n\t\tParticipation Is the New Approach to Marketing\u00a0\t<\/h2>\n

\nRita Ferro, president of global advertising for Disney, and Michelle Mesenburg, chief brand officer for Target<\/em><\/p>\n

\n\tThe value of partnership opportunities for even the biggest retail and media brands were among the themes explored by Disney advertising chief Rita Ferro and Michelle Mesenburg, chief brand officer for Target. The juxtaposition of familiar names creates an aura that savvy consumers recognize as significant.<\/p>\n

\n\t\u201cDisney is an incredible partner to Target,\u201d Mesenburg said. \u201cWe just did an exclusive drop at Target of Disney IP with Lego. What gets really fun is when we can come together and create new value for the consumer, but then you can also attach it to one more thing. So Disney, Target and Lego is really special. We are also doing that through something we call Saturday Spectaculars, which are in-store events. So every Saturday at Target, you can come and experience something new, and Disney is a regular player in our activities at Target.\u201d<\/p>\n

\n\tFerro and Mesenburg spoke about the heightened demand for marketing messages to be incredibly timely and relevant to consumers. It can be a homerun for a brand to find an organic way to plug in on a cultural moment or the latest pop culture buzz, but only if it makes sense for the brand. This is one big reason why sports and sports-related content are more sought-after than ever \u2014 it\u2019s unpredictable and the stakes are (almost) always high.<\/p>\n

\n\t\u201cYou have to be ready for the moment. You don\u2019t know when it\u2019s going to happen, but live allows you to create that spontaneity and that creative decision-making in real time,\u201d Ferro said. \u201cWe\u2019ve invested a lot in technology \u2014 with the size of live portfolio we have \u2014 to make sure that we can take advantage of those moments where you can really drive resonance and results as part of putting the right at the right moment.\u201d<\/p>\n

\n\tFerro reminded the Cannes Lions crowd that ABC has the Super Bowl telecast in 2027 for the first time in 20 years \u2013 and for the first time in ESPN\u2019s nearly 50-year history as America\u2019s premier sports outlet. Having the Super Bowl to sell for the coming TV season has made Disney\u2019s upfront sales negotiations extra dynamic this year.<\/p>\n

\n\t\u201cThis is the first time I\u2019ve actually gone to market with it in the U.S., so obviously that makes it a very robust marketplace for us because there\u2019s a lot of interest,\u201d Ferro said. \u201cIn general, I would say people are looking for sports, they\u2019re looking for streaming, they\u2019re looking for big live moments and big partnerships.\u201d<\/p>\n

\n\t\tThe Dynamic Intersection of Brand and Culture\t<\/h2>\n

\nTaylor Montgomery, global chief brand officer for Taco Bell<\/em>, and Todd Kaplan, chief marketing officer North America for Kraft Heinz<\/em>\n<\/p>\n

\n\tIf there\u2019s one thing that can unite this fractious world, it just might be ranch dressing.<\/p>\n

\n\tTodd Kaplan, chief marketing officer for Kraft Heinz North America, had the crowd laughing as he recounted the food giant\u2019s recent decision to move quickly to capitalize on a trend sparked by the World Cup tournament unfolding in North America. Amid anecdotal reports that airport security services have been confiscating bottles of ranch dressing that sports tourists have tried to smuggle out of the country, Kraft Heinz came up with a TSA-friendly size of ranch dressing. Kaplan got a strong response when he described ranch as \u201cone of the best American delicacies.\u201d Within a day of seeing the reports, Kraft Heinz was whipping up a special 3.4 ounce sachet of dressing.<\/p>\n

\n\t\u201cWe made them available in a clear, carry-on case, and we gave them out to consumers so they can take the equivalent of a bottle home with them that still clears through security,\u201d Kaplan said, with evident pride. \u201cSo there\u2019s a lot of opportunities as you think of these big brands where you can still be listening and participating culture pretty quickly by just being agile and moving quick.\u201d<\/p>\n

\n\tTaylor Montgomery, global chief brand officer for Taco Bell, offered a similar anecdote that shed light on how Taco Bell works to align its fast food brand with influential voices in pop culture. He sees it as a necessity.<\/p>\n

\n\t\u201cYou can\u2019t just say what you\u2019re about, you actually have to do something and take a step that shows your fans and consumers that you\u2019re going put your money where your mouth is,\u201d he said. Montgomery detailed a Taco Bell campaign that began a few years ago to \u201cliberate Taco Tuesday and free the trademark for anybody to use.\u201d<\/p>\n

\n\tNone other than Los Angeles Lakers superstar LeBron James signed on to be the pitchman for the cheeky campaign.<\/p>\n

\n\t\u201cAnd it just so happens, King James himself had tried to liberate Taco Tuesday on his own unsuccessfully. So what a fun partnership for us to actually help one of the biggest athletes in the world do something he couldn\u2019t do on his own,\u201d Montgomery said. \u201cThat\u2019s how the campaign was born [in 2023] and at the time it was our biggest campaign ever.\u201d<\/p>\n

\n\tMontgomery added that marketers sometimes miss the cultural intelligence that sits all around them \u2013 namely, their coworkers.<\/p>\n

\n\t\u201cFirst and foremost, listen to your team,\u201d he said. \u201cMy team is more plugged into culture and what people are selling about the brand and have a more diverse point of view than I do on how people are thinking and receiving us. You absolutely have to trust and listen to your team because they\u2019re going to bring you insights and ideas that you maybe hadn\u2019t thought of.\u201d<\/p>\n

\n\t\tScaling the Fan-Verse\t<\/h2>\n

\nAlan Cumming, actor and host of Peacock\u2019s \u201cThe Traitors\u201d and NBC\u2019s \u201cThe Traitors: New Blood<\/em>,\u201d and Frances Berwick, chairman of Bravo and Peacock unscripted<\/em><\/p>\n

\n\tFrances Berwick, chairman of Bravo and Peacock unscripted, dove into the success story behind Peacock\u2019s hit reality show \u201cThe Traitors.\u201d The show has been the rare new unscripted format to break through in recent years.<\/p>\n

\n\t\u201cIt\u2019s built every single season and Season 4, which we had earlier this year, was up by 72%. It\u2019s up to 6.4 billion minutes,\u201d Berwick said. \u201cAnd it really is on a roll because it is a perfect format and there\u2019s something for everyone in it. It\u2019s got strategy, it\u2019s got psychology, it\u2019s got a lot of friendships and relationships, suspense, drama, comedy \u2014 and, of course, Alan.\u201d<\/p>\n

\n\tCumming enjoys a wide-ranging career as an actor and host. But the complexity of a reality competition series like \u201cThe Traitors\u201d was a first for him. He\u2019s got no regrets \u2014 in fact, he\u2019s quite hooked on the show.<\/p>\n

Read more Adobe Acquires AI Image and Video Enhancement Company Topaz Labs<\/a><\/p>\n

\n\t\u201cI\u2019m quite good at staying open to new things and giving things a go and I think it\u2019s been a great. It\u2019s been a huge success and really I love doing it, but it\u2019s also been really affirming of my understanding of when I do just stay open to things and give things a go, they usually turn out quite well,\u201d Cumming said.<\/p>\n

\n\tBerwick detailed what a lift the show has given to Peaock, putting it on the map with a stylish reality hit that is all its own. NBC is drafting off that success to launch a new iteration, \u201cThe Traitors: New Blood,\u201d which bows in September with Cumming as host.<\/p>\n

\n\tOnce \u201cTraitors\u201d began to show traction with streaming viewers, NBCUniversal was quick to develop an \u201calways on\u201d strategy to keep the show top of mind for fans.<\/p>\n

\n\tWe\u2019re really thinking about how we can create more interactivity with the audience,\u201d Berwick says. In fact, NBCUniversal is wading into the buzz round Polymarket, Kalshi and other prediction market services that have stirred controversy. But NBCU\u2019s take with the \u201cTraitors\u201d is far more innocuous. \u201cWe have a prediction game on Peacock that people can play along with and we\u2019re looking to do more of that,\u201d Berwick said.<\/p>\n

\n\tBoth were asked to name their dream contestant that they\u2019d like to see participate in the series. It follows 22 strangers sent to a Scottish manor with the goal of trying to survive and unmask the \u201ctraitors\u201d embedded in the group who are secretly trying to murder each contestant.<\/p>\n

\n\tCumming didn\u2019t hesitate with his response: Michelle Obama. Berwick did pause for a moment before settling on Jalen Brunson, the New York Knicks guard who helped lead his team to a big underdog victory in the NBA Finals earlier this month.<\/p>\n

\n\t\tDoubling Down on AI For Creativity and Personal Connection\u00a0\t<\/h2>\n

\nNdidiamaka Oteh, CEO of Accenture Song, and Asmita Dubey, chief digital and marketing officer for L\u2019Oreal<\/em><\/p>\n

\n\tThe \u201canswer layer\u201d \u2013 that\u2019s a new and hugely important metric that brand managers need to pay attention to, in the view of Asmita Dubey, chief digital and marketing officer for L\u2019Oreal.<\/p>\n

\n\tDubey urged marketers to study AI query results to see if the top models are including or citing their brands in the information sources cited in very fine print.<\/p>\n

\n\t\u201cAs LLMs are becoming the new front door to beauty discovery, we are thinking about three questions: Are we appearing in the answer layer? If beauty is a conversation, how are we shaping that conversation when everything is becoming like a chat?\u201d Dubey said. \u201cAnd we have been very good in e-commerce over the last 10 years. How are we going to become the commerce category captains in beauty?\u201d<\/p>\n

\n\tNdidiamaka Oteh, CEO of Accenture Song, is laser-focused these days in her role on the transformative effects of AI. But she acknowledged that it\u2019s still very hard to chart the path forward on where AI is going to be game-changing for sectors and individual businesses.<\/p>\n

\n\t\u201cI will say I have never underestimated and also overestimated AI more in terms of what it actually can do,\u201d Oteh said. \u201cIn some ways, it\u2019s really amazing how it helps you find insights and really get specific to us being able to reach consumers that we\u2019ve never been able to reach before in the right way and the fact that you can now actually do messages that are relevant for them. At the same time, it doesn\u2019t always mean that it\u2019s delivering the best. That\u2019s like a derivative content conversation. When we start talking about the best creative, that still has a lot of human influence.\u201d<\/p>\n

\n\tOteh got a giggle out of Dubey when she used a beauty metaphor and a nod to the heatwave that has gripped France this week to illustrate her point about the importance of learning how to communicate effectively with AI platforms in order to harness the full power of the technology.<\/p>\n

\n\t\u201cYou look [at AI platform] and you say, \u2018I am going to Cannes and I know it\u2019s going to be 100 degrees and what is the best makeup?\u2019 And that is how you make a decision. You don\u2019t just say, \u2018What\u2019s the perfect lip color?\u2019 And that is what\u2019s changing. So we are creating data sets and enriching the data in a way that touches more consumers versus less.\u201d<\/p>\n

\n\t\tBreaking Through in the Attention Economy\u00a0\t<\/h2>\n

\nWilliam White, chief marketing officer for Walmart, and Gabrielle Wesley, chief marketing officer for Mars Wrigley North America<\/em><\/p>\n

\n\tMarketers who are slow to actively engage with AI are missing out on insights and leads that will be make or break for companies in the attention economy where consumers are increasingly resistant to passive advertising messages.<\/p>\n

\n\tThere are profound learnings to be realized just from examining the nature of AI prompts that reference a given brand, according to William White, chief marketing officer of Walmart.<\/p>\n

\n\t\u201cWe\u2019re moving it from a world of inference to intent. We know so much more about what someone is looking for. We\u2019re not guessing based on some signal we\u2019ve picked up,\u201d White emphasized. \u201cThey\u2019re literally saying what it is and so that just allows us to serve them better. It also allows us to be more anticipatory of their needs, more predictive of their needs.\u201d<\/p>\n

\n\tWhite also stressed that AI is a game-changer when it comes to offering research and data on consumer trends.<\/p>\n

\n\t\u201cWe\u2019re now building audiences that are AI-powered, if you will, in terms of giving us the intelligence where we\u2019re anticipating life stages or we\u2019re anticipating different types of behaviors where we\u2019re seeing those shifts. It allows us to personalize in a way that makes us less transactional and more relationship-based because we\u2019re able to anticipate and serve up those needs to our customers in the moment.\u201d<\/p>\n

\n\tGabrielle Wesley, chief marketing officer of Mars Wrigley North America, concurred with White and noted that the shift from mass media to content choices that are increasingly personalized has made consumers much more savvy \u2014 and sensitive to hard-sell marketing and advertising.<\/p>\n

\n\t\u201cOne hundred years ago there was just radio. Radio was what kept your attention and then there was the visual with TV, and now we have so many ways to connect with consumers. Consumers have gotten more savvy and more demanding about what they want. They don\u2019t want to be talked to,\u201d Wesley said. \u201cThey want to engage. And because they want to engage, it\u2019s like any other relationship. You have to keep having conversations, you have to keep taking them on dates, you gotta keep showing them new things and showing them different parts of you. And so I take that very, very seriously to engage with consumers on a, a two-way relationship, not just message giving.\u201d<\/p>\n

Read more \u2018The Bear\u2019 Ends Its Run With Renewed Focus, but Not Quite Redemption: TV Review<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

The crosscurrents of discussion at Cannes Lions were hot topics for leaders during Day 2 of Variety in the C-Suite in collaboration with Canva.<\/p>\n","protected":false},"author":1,"featured_media":2965,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[43],"tags":[2500,365],"class_list":["post-2966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-biz","tag-cannes-lions-studio-recap-2026","tag-cannes-lions"],"yoast_head":"\nCannes Lions: Movers and Shakers Tackle Trends in Marketing, AI, Advertising, Content and Ranch Dressing - Relocation Observer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/relocationobserver.com\/?p=2966\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cannes Lions: Movers and Shakers Tackle Trends in Marketing, AI, Advertising, Content and Ranch Dressing - 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