GROWTH, CREATIVITY & TRUST:
THE B2B STORY OF CANNES LIONS 2026
In June, the marketing world turned its attention to Cannes. And while the headlines celebrated creativity, innovation and bold ideas, for B2B marketers, the bigger question was: How do those ideas translate into measurable growth?
After five days, dozens of stages and an ocean of LinkedIn posts, Joel Harrison, B2B Podcaster and Influencer, sat down with Fiona McKenzie, President, Europe at Marketbridge to discuss what Cannes Lions 2026 actually said about B2B – and it wasn't quite the story the noise was telling.
Dive into the full conversation:
PART 1:
THE VALUE OF CANNES FOR B2B
PART 2:
DOES CANNES TACKLE THE GROWTH IMPERATIVE?
PART 3:
IS TRUST BECOMING A GROWTH METRIC?
PART 4:
WHAT KIND OF B2B CREATIVITY WINS AT CANNES?
PART 5:
IS B2B READY FOR CREATORS?
PART 6:
WHAT WAS EVERYONE REALLY SAING ABOUT AI?
PART 7:
WHAT SHOULD B2B MARKETERS TAKE AWAY FROM CANNES?
A view from Cannes:
What we heard on the ground
How is technology reshaping creative effectiveness in B2B marketing?
Marketbridge's creative leadership team, Rintje Barnes and Dan Sillifant, joins Fiona McKenzie to discuss how creativity has evolved, the impact of AI and emerging technologies, and why human insight remains critical to creating work that drives meaningful commercial outcomes.
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