Cannes Lions 2026: What it takes for brands to become part of the culture

by Experian Marketing Services 3 min read September 1, 2026

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

Build the strategy behind the creative

A clear rationale helps bold ideas earn internal support and achieve the intended outcome.

Make cultural relevance feel genuine

A cultural connection lands when it reflects something people already care about, not when a brand forces it.

Move quickly and stay true to the brand

Teams create strong brand moments when they act on an opportunity without compromising the brand’s identity.

Plan the second act

Once attention drops, give people new ways to relive the experience and remain part of it.

Read the early audience response

Comments, shares, and other reactions can show whether an idea connects before campaign data offers a more complete view.

Add value to the experience

Brands earn attention when they give people something worthwhile, not when they simply place a logo in the moment.

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 Sto l ler, 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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For more from Cannes Lions 2026, continue with another conversation in the series

What it takes to move patients from awareness to care What commerce media can see beyond a single retailer What streaming media reveals about cross-screen viewing

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