Cannes Lions 2026: The Future of Advertising, AI and Why Trust Is Everything | Fredrik Borestrom, International Advertising Association
Business of MarketingShow Notes
“If you want to go fast, go alone. If you're going to go far, go together.” Recorded live at Cannes Lions 2026, this episode of The Business of Marketing explores what it takes to unite a global advertising industry facing mounting pressures from AI and economic uncertainty to sustainability, talent and proving marketing’s value. Host Justin Cooke interviews Fredrik Borestrom, Global President and Chair of the International Advertising Association (IAA), about why the industry needs more than conversations about change. It needs collaboration, accountability and action. Drawing on his experience building partnerships, leading international organisations and working across markets, he explains how creativity can solve real-world problems, why trust is built through consistent action, and how brands can create long-term value rather than chase short-term gains. From making advertising more sustainable to widening access to talent and building partnerships that deliver mutual value, Fredrik makes the case for a more connected, responsible and representative industry. In this episode, we discuss:
AI and the future of advertising: How the industry can navigate rapid technological change together.
Proving marketing’s value: Why demonstrating ROI remains a critical challenge for brands and agencies.
Creativity beyond the usual markets: What the rest of the world can teach the industry about doing more with less.
Sustainable advertising: How better creative, smarter media choices and shared measurement frameworks can reduce environmental impact.
The future of talent: Why widening access and building diverse, representative teams matters.
Partnerships that last: The importance of mutual value, flexibility and trust.
Building for the long term: Why sustainable business growth sometimes means turning down the wrong deal.
The role of industry bodies: How global collaboration can help turn shared challenges into meaningful progress.
More from Business of Marketing
“Effectiveness over efficiency.” Recorded live at Cannes Lions 2026, Rory Dolan, VP of Marketing Strategy at Canva, joins The Business of Marketing host Justin Cooke to explore how AI, the creator economy and the democratisation of creativity are reshaping the future of marketing. As AI makes content easier and faster to produce, Rory argues that the real competitive advantage lies elsewhere: in the quality of the ideas, the stories brands tell and the emotional connections they build with audiences. Drawing on his experience across agencies, platforms and marketing science, he explains why brands must look beyond short-term metrics, resist the temptation to optimise everything for efficiency, and remember that creativity is ultimately about connecting with people. From the rise of the creator economy to Canva’s vision of making creativity accessible to everyone, Rory explores how brands can embrace new technology without losing sight of the fundamentals that drive long-term growth. In this episode, we discuss:
Recorded live at Cannes Lions 2026, Justin Cook sits down with Lana Busignani, CEO of MarketCast, to explore what it takes to turn complex data, fragmented products and ambitious growth plans into real business results. In an industry overflowing with information, AI-powered tools and promises of innovation, what do clients actually need? For Lana, the answer is clarity, speed and insights that lead to action. Drawing on her experience across analytics, media, advertising and consumer insights, Lana shares how businesses can simplify their offerings, identify new opportunities for growth and build stronger relationships between product, sales and marketing. She also challenges leaders to rethink how they approach innovation, strategic partnerships and team culture. From knowing when to let go of products that no longer work to having the confidence to take on a role before you feel completely ready, this is a conversation about making smarter decisions, building stronger businesses and creating the conditions for people to thrive. In this episode, we explore:
Recorded live at Cannes Lions 2026, Justin Cook sits down with PJ Pereira, advertising pioneer, co-founder of Pereira O’Dell and co-founder of Silver Side AI, to explore why the creative industry is facing a revolution and why the biggest risk might be failing to embrace it. From AI-powered campaigns for global brands to the future of creative agencies, PJ challenges the industry to rethink everything it knows about creativity, technology and the business of marketing. He argues that curiosity means being willing to waste time, that the best ideas can begin with what seems impossible, and that AI could give creatives unprecedented control over their ideas. But with the economics of creativity shifting, the creator economy reshaping culture and the relationship between brands and agencies evolving, what does it take to stay ahead? In this episode, we also explore:
In this episode of The Business of Marketing, recorded live at Cannes Lions 2026, Justin Cooke sits down with Paul Blackburn, Chief Growth Officer at Vudoo, to explore the rapidly evolving world of shoppable media and commerce. Paul explains why the next generation of advertising is about removing friction between seeing something and buying it while still protecting the consumer experience. In the conversation:
Recorded live at Cannes Lions 2026, Business of Marketing host John Horsley sits down with Troy Townsend, CEO and co-founder of Zitcha, to explore the next chapter of retail media from connecting media and merchandising teams to measuring real business impact and preparing for AI-driven commerce. Troy discusses why retail media networks need to look beyond short-term revenue, how retailers can connect their data, technology and teams to drive sustainable growth, and how AI is set to reshape product discovery and the way consumers shop. The conversation also explores why human creativity will remain essential in an increasingly AI-driven world and why retailers need to adapt as the industry evolves. In this episode, we also explore: