Sleeping Barber · 2026-06-30 · 59 min
After five days, dozens of interviews, countless presentations, and conversations with some of marketing's brightest minds, one thing became clear: The future of marketing isn't about more technology. It's about better thinking. Throughout Cannes Lions 2026, we spoke with leaders from System1, WARC, Ehrenberg-Bass, Amazon Ads, Pinterest, and many of the industry's leading creative and effectiveness thinkers. In this final Cannes Cut, we reflect on the biggest themes that emerged throughout the week, including: Why simplicity continues to outperform complexity How AI is settling into its rightful role as a tool - not a strategy The growing danger of the efficiency trap Why creativity remains one of the strongest commercial advantages a brand can build The return of long-term thinking, brand building, and strategic discipline We also sit down with David Tiltman (WARC) to discuss the Multiplier Effect Playbook, organisational barriers to effectiveness, why strategy is becoming more important than ever, and how marketers can bridge the gap between knowing what works and actually doing it.
SBP 215: What Marketers Still Get Wrong. With Prof. Byron Sharp.70 / 100
SBP 213: The Cannes Cut - Dull Ads Are A System, Not A Symptom. With Orlando Wood.
SBP 212: The Cannes Cut - Brand Fit Beats Follower Count: Day 3 Reflections
SBP 211: The Cannes Cut - Creators, Commerce, and Amazon's Canvas: Day 2 Reflections
SBP 210: The Cannes Cut - Creativity That Works: Cannes Day 1 Reflections