Welcome to the automated Brand Tracker diaries.
Victory tour 2026: Cannes Lions trophies handed to winning entries from the UAE
Goal: To celebrate the success of UAE agencies at Cannes Lions.
Media: Print & Publishing
Summary: The Cannes Lions International Festival of Creativity victory tour 2026 took place in the UAE, where multiple agencies received awards for their campaigns, including Memac Ogilvy Dubai for IKEA's campaign and FP7 McCann, the most awarded agency with ten Lions for various campaigns.
Value Instead of Breakup, Sound Instead of Logo: Cannes Lions Creativity Report 2026
Goal: To create value for the audience and enhance brand engagement
Media: Mobile games, social media platforms (X, Reddit, YouTube), mass media
Summary: The Cannes Lions Creativity Report 2026 highlights how brands are increasingly gaining attention by offering real value to audiences, utilizing identifiable sounds, and fostering transparency. It categorizes awarded campaigns into four directions: Fair Trade, Sound Reasoning, Fan Folklore, and Tackling Truth. Notable campaigns include Clash Royale's Copycats Welcome, Uber's sponsorship of Uberlândia E.C., Sting's association with Formula 1 sounds, and Columbia Sportswear's Expedition Impossible focused on audience interaction.
AI Has No Opinion, and Brands No Longer Compete with Other Brands: Trends from Cannes Lions 2026
Goal: To connect local marketing discussions with global trends
Claim: Cannes has allowed us to identify the conversations and trends shaping our industry.
Media: Panel discussions, marketing events
Summary: Ninch Communication Company, in collaboration with Mercado Ads, hosted an event called Talent Room to discuss the key insights and trends from Cannes Lions 2026. The event featured discussions by industry leaders on how to translate global marketing trends into local opportunities. Key takeaways included insights on the role of AI in creativity, the competition brands face against entertainment, and the importance of community-building by creators.
Gastón Bigio and Sean Summers: ‘The Only Risk is Not Taking Risks’
Source: https://www.adlatina.com/publicidad/gastn-bigio-y-sean-summers-el-nico-riesgo-es-no-arriesgar
Goal: To transform cultural relevance and audience attention into concrete results for brands
Claim: The only risk is not taking risks
Media: Event sponsorship and networking
Summary: In this episode of Market Minds, Gastón Bigio, founder of Gut, and Sean Summers, EVP of Mercado Ads & CMO of Mercado Libre, discussed the importance of taking risks in communication and marketing during their conversation at Cannes Lions 2026. They emphasized the need for continuous reinvention in marketing strategies to maintain success and relevance amidst competition.
Jesús Moreno Sosa: ‘Retail media ceases to be a complementary channel to become a central part of the plan’
Goal: To connect social video discovery with actual purchase data.
Claim: Verified ROAS linked directly to real purchases.
Media: TikTok, social commerce
Summary: The SVP of Mercado Ads discusses the company's initiatives at Cannes Lions, including the launch of the largest content creators network in Latin America, focused on verified returns on ad spend (ROAS) linked to real purchases. The partnership with TikTok allows for a connection between cultural discovery and Mercado Libre's purchasing infrastructure, enabling advertisers to track their campaigns' effectiveness in real-time.
The September Issue of ‘Brain’ Focuses on ‘Global Creativity’ Transforming Management and Society with Human Ideas and AI Implementation
Source: https://www.advertimes.com/20260731/article552605/
Goal: Highlight innovation and creativity in various awards
Media: magazine, awards interaction
Summary: The September issue of 'Brain' magazine focuses on 'Global Creativity,' discussing innovative projects recognized in major overseas creative awards in 2026, including the newly established 'Creative Brand' category at the Cannes Lions. The issue highlights how creativity is evaluated amidst the rise of AI and features notable Japanese award-winning projects like Nikka Whisky's 'dear difference' and Ajinomoto's 'SOUNDFUL RECIPE.' It also includes insights from judges and creators about the future of creativity.
Nikka Whisky’s Taketsuru Pure Malt Brand Advertising at Cannes Lions 2026 Expresses ‘Encounter of Personalities’
Source: https://www.advertimes.com/20260731/article552601/
Goal: To express the beauty of different personalities coming together
Media: tabloid advertisement
Summary: The flagship brand of Nikka Whisky, Taketsuru Pure Malt, has won multiple awards at Cannes Lions 2026 for its branding project 'dear difference', which embodies the theme of diversity through contrasting malt personalities. A limited-time bar, 'The TAKETSURU experience', is set to open in December 2025, immersing guests in the world of Taketsuru. The campaign features handcrafted dots symbolizing elements of the whisky, aiming to highlight the beauty created by embracing differences.
Juan Lavista: ‘Creativity and commerce live in the same world’
Goal: Lead the conversation on the future of digital advertising
Claim: Connecting brand investments with real business results
Media: TikTok, programmatic advertising
Summary: Mercado Ads, a major player in Latin America's advertising market, hosted the Latam Club at Cannes Lions to foster business discussions. The event included networking sessions and presentations on the future of advertising, emphasizing real purchase behavior data. They showcased a new integration with TikTok aimed at bridging brand investments with tangible business outcomes.
What Comes After the Absolute Champion AB InBev? Considering the ‘Face’ of Cannes Lions 2027
Source: https://www.advertimes.com/20260728/article551869/
Goal: To create emotional narratives that resonate with customers
Media: Film
Summary: The article discusses IKEA's successful advertising campaign 'Made for life', which won a Gold award in the Film category at the Cannes Lions. It highlights the campaign's deep emotional themes and storytelling, showcasing the challenges faced by couples and families, thereby reinforcing IKEA's brand identity in a heartfelt manner. The article also hints at potential future competitors for AB InBev and IKEA's strong standing in recent awards.
The Recipe of KFC to Build Brand (Beyond Chicken)
Goal: To transform brand communication and build a recognizable identity.
Media: Cannes Lions, Podcast
Summary: KFC Spain shared insights at Cannes Lions on how the brand shifted its strategy during challenging times, particularly during the pandemic, to view audience fragmentation as an opportunity for brand development across various touchpoints. This transformation has solidified KFC's status as a creative leader in branding within Spain and beyond.
Make History: Six Days in Cannes That We Will Remember for a Lifetime
Goal: Promote awareness for sustainable development goals
Claim: It's Time to Stand Up!
Summary: Bosnia and Herzegovina's representatives participated in the Young Lions Competition in Cannes, experiencing a life-changing event by witnessing the first Cannes Lion win for their country. They developed a campaign for Comic Relief, which evolved significantly during the festival. Although they did not advance to the next round, the experience was invaluable. In a turn of events, their campaign 'It's Time to Stand Up!' made the shortlist in the Sustainable Development Goals category, generating excitement and focus on the final day of the festival.
Verkkokauppa’s TikTok Currency Wins Silver Lion at Cannes
Goal: Increase engagement and sales through TikTok
Media: TikTok
Summary: Verkkokauppa.com’s TikTok Currency – Viral Payback campaign has won a silver lion at the Cannes Lions festival in the Media category for Innovative Use of Influencer/Creators. In the campaign designed by NoA Bob the Robot, users could purchase products from Verkkokauppa.com through TikTok video views. The campaign has also received multiple awards previously, including at The One Show and the Grand One competition. As competition for attention decreases, the right solutions stand out, which is supported by the strategic client team.
Google’s Marketing Chief Twohill at Cannes: ‘I Am Concerned That Women Will Fall Behind in the AI Transformation’
Goal: Encourage women's involvement in the AI transformation.
Claim: Women must be encouraged to take part in the technological change.
Summary: During the Cannes Lions Festival, a panel discussion was held on how businesses should adapt to an AI-driven world. Google's marketing chief, Lorraine Twohill, expressed concern that women may fall behind in the AI transformation and emphasized the need for organizations to actively support capable team members. The discussion highlighted the crucial impact of AI changes across the industry and the importance of women's involvement.
I have run the Croissette sweating – Finnish creative director tackled the taxi chaos at Cannes in a unique way
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Goal: To reduce stress for Finnish participants at Cannes Lions
Claim: Offering practical help to Finnish festival attendees
Summary: Nord Helsinki launched a free shuttle service for Finnish attendees at Cannes Lions, driven by their creative director, Kalle Wallin. This initiative aims to alleviate the stress of finding transportation to the airport, addressing a common issue faced by festival-goers. Although not strictly a client acquisition effort, Wallin believes it will foster positive interactions and connections with fellow festival attendees.
Content Creators: The Best Time is Now, Also the Worst
Source: https://www.adlatina.com/publicidad/creadores-de-contenido-el-mejor-momento-es-ahora-tambin-el-peor
Goal: To discuss the current state and future of content creation
Claim: Never has there been so many opportunities to create, distribute, and monetize content
Media: Workshops, talks, networking events
Summary: The article highlights the Creators Beach initiative at the Cannes Lions festival, sponsored by Adobe, which focused on providing opportunities for content creators to share their experiences and insights through workshops and networking. It discusses the growing complexity of the creator economy, emphasizing quality over quantity in content creation.
Wrap Up Cannes Lions 2026: Human Creativity, the Biggest Differentiator Against a Possible ‘Tsunami of Mediocrity’
Goal: Highlighting the importance of creativity in branding and organizational culture.
Claim: Human creativity as a competitive differentiator.
Media: Festival presentations, global discussions.
Summary: The Cannes Lions 2026 emphasized that human creativity is the key competitive advantage in the context of increasing technology and artificial intelligence. The festival showcased how brands like AB InBev are integrating creativity into their organizational culture, positioning it as a strategic tool for growth. The event also warned against the risks of AI homogenizing creativity, stressing the importance of creative friction and the continued role of branding principles amidst technological advancements.
Francisco Paparella and Gerardo Salas: ‘This was the year of definitive consolidation for Habitant’
Goal: To integrate creativity, production, and artificial intelligence in a unified workflow
Summary: Francisco Paparella and Gerardo Salas discuss the year of definitive consolidation for Habitant Productions, marked by the success of 'Bullet Machine' at Cannes Lions and regional expansion. They highlight the integration of creativity, production, and artificial intelligence, reflecting on the growing value of artistic insight in the industry. Key milestones include winning two golds and two bronzes at Cannes Lions, solidifying their regional operation with offices in Colombia and Uruguay, and developing new talent within the creative sector.
To watch: top 10 Ibero-American campaigns awarded at Cannes
Goal: To create a memorable brand experience.
Media: Social, Brand Experience, Activation, Media, Direct, Outdoor, Audio & Radio
Summary: The article lists the top 10 Ibero-American campaigns awarded at Cannes Lions 2026, highlighting various campaigns from Brazil, Peru, Mexico, Puerto Rico, and Spain, ranked by their points. Each entry includes campaign details, brands, agencies, and the countries involved.
Opinion: Cannesmaxing with Thinkhouse’s Jane McDaid
Source: https://www.adworld.ie/2026/07/03/opinion-cannesmaxing-with-thinkhouses-jane-mcdaid/
Goal: Innovate how it reaches younger audiences
Claim: Cannes is the new SXSW
Media: TikTok, streaming services
Summary: The Cannes Lions Festival of Creativity has evolved significantly, emphasizing the importance of creators in marketing and entertainment. This year, major brands showcased their commitment to creators as the new frontier of media and engagement, with examples like FIFA partnering with Gen Z creators to stream World Cup matches, demonstrating the shift towards a more cultural and creator-focused landscape.