Every brand wants to be part of the culture. Few know how to show up without crashing the party.The brands that get it right stay true to who they are, and the moments they create tend to stick long after the attention moves on. At Cannes Lions 2026, leaders from Alaska Airlines, Fetch, FreeWheel, Goodway Group, Grupo Bimbo, OAAA, PMG, Quan Media Group, Significant, The Weather Company, and Wpromote talked through what real cultural relevance looks like, from finding the right moments to keeping them alive long after the attention fades. Watch the conversation below to hear what it takes for brands to earn their place in culture.
Watch the conversation
How brands earn their way into cultural moments
Featured partners
- Alaska Airlines – Eric Edge, Chief Marketing Officer
- Fetch – Emily Starer-Wallace, General Manager of Data Partnerships
- FreeWheel – Larry Allen, Vice President of Global Strategy, Data, Measurement and Addressable
- Goodway Group – Mike Wolk, Senior Vice President of Partnerships
- Grupo Bimbo – Catherine Berger, Vice President of Marketing Transformation and Services
- OAAA – Anna Bager, President and Chief Executive Officer
- PMG – Chad Stoller, Global Head of Media
- Quan Media Group – Brian Rappaport, Chief Executive Officer
- Significant – Jesse Unger, Co-Founder
- The Weather Company – AnneMette Bontaites, Vice President of Sales
- Wpromote – Deanna Cullen, Vice President of Media Investment
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This is one of several conversations from Cannes Lions 2026 on how brands can show up in culture with relevance that feels real. Subscribe to our newsletter to receive our next Cannes conversation, fresh takes on cultural relevance, and honest advice from industry leaders on how brands earn a real place in culture.
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