15: Live from Cannes Lions 2025: Candid conversations on the future of marketing

Aug 27, 2025

20:20

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Each year, top creative minds gather at the Cannes Lions Cannes Lions International Festival of Creativity for a week of innovations, awards, and candid conversations about the future of marketing. Over the next month, you will get exclusive insight into the latest trends and stories shaping the industry through interviews with leaders from some of the world’s most influential brands, including Google, Disney, and Unilever.

In this episode, Alan kicks off the miniseries with our “crystal ball confessionals.” Unlike our usual one-on-one interview style episode, today you’ll hear snippets of Alan's conversations with industry leaders, creators, and innovators at Deloitte Digital’s exclusive ‘Collaborate with Certainty’ and ‘Engage with Certainty’ brunches. These short, candid conversations explore the future of marketing, focusing on the evolution of the creator economy, the changing landscape of fan engagement, and the role of data and technology in shaping authentic connections.

Beginning at the ‘Collaborate with Certainty’ brunch, we explore how the creator economy transforms how brands connect with customers and drive growth. First, Celia Salsi, global head of product marketing at YouTube, shares her insights on why attention, relevance, and trust are crucial for brands striving to stand out in a crowded market. Building on this theme, Kaya Yurieff, team leader for the creator economy at The Information, explores creators' complex and evolving identities. Rounding out the conversation, Kenny Gold, Deloitte Digital’s head of social and creator, shifts the focus to AI, reminding us that, despite technological advances, the true impact of creators remains grounded in authentic human connection.

Shifting to the ‘Engage with Certainty’ brunch, we tackle the question: What does the fan of the future expect from their entertainment experiences? First, we hear from Emma Simkiss, associate director of brand and marketing at the International Olympic Committee, on how authentic fan engagement is measured by meaningful interaction and loyalty, not just numbers. Michelle McGuire Christian, chief commercial officer for Converge™ by Deloitte for Sports, explains how leveraging data and AI can unlock deeper personalization and help brands truly listen to their audiences. Finally, David Geisinger, Marketing Technology, Data & Operations offering leader at Deloitte Digital, discusses a future where technology transforms fans from passive spectators into active participants, building vibrant two-way communities.

Key quotes:

“What we realized through research is that reach alone is no longer enough...They need attention, relevance, and trust. And what we've seen is that creators are best positioned to drive those three.” - Celia Salsi, Global head of product marketing at YouTube

In this episode, you'll learn:

The importance of building authentic, long-term relationships with creators

The value of data in measuring creator impact and fan engagement

Ways to leverage AI to create personalized connections with your audience

Key highlights:

[00:30] Episode introduction

[02:50] The ‘Collaborate with Certainty’ brunch

[03:00] Celia Salsi on the evolution of creator relationships

[06:15] Kaya Yurieff on authentic connections for lasting engagement

[08:15] Kenny Gold on the importance of genuine collaboration

[10:20] The ‘Engage with Certainty’ brunch

[10:30] Emma Simkiss on driving and measuring engagement