Overview

• Executives are confronting a perfect storm of AI integration, shrinking TV audiences, and economic uncertainty that is reshaping campaign strategies.
• Cannes Lions has launched its first dedicated retail media category as spending on commerce websites, apps and in-store displays is forecast to overtake linear TV by 2026.
• The pending merger of Omnicom and IPG will create the world’s largest agency holding company by revenue, reflecting a broader wave of industry consolidation and executive departures.
• Independent agencies and consulting firms are mounting high-profile activations such as Stagwell’s 'Sports Beach' and Accenture Song’s harbor catamaran to challenge traditional groups.
• More than 350 brands are expected on the Croisette with VIP passes up to $12,000 granting access to yacht excursions and performances from Cardi B, Ludacris and Diplo.