Future Proof

In this Cannes Lions special episode of Future Proof, Rachelle Minnis sits down with Dan Reynolds, SVP of Global Marketing at Hilton, to explore how one of the world's most recognisable hospitality brands is building long-term brand growth in an increasingly competitive market. Whether it's rescuing travellers from disastrous bookings, empowering creators to tell authentic stories, or using AI to remove friction across the customer journey, this episode offers practical lessons for marketers looking to build brands that people actively choose and remember. Because in a world of endless choice, the brands that win are the ones that stay top of mind long before the purchase decision is made.

For years, marketers believed brand building required long-form storytelling. But new evidence is challenging that assumption.Meta's Andy Childs and Konnie Fichtner join Jane Ostler to discuss why short-form video is proving effective for both brand growth and performance, how advertisers should rethink attention metrics, and why creator-first strategies are helping brands like Vaseline connect with new audiences. Plus, what AI and messaging platforms could mean for the next era of marketing.

In this special Cannes edition of Future Proof, Nicole Jones is joined by Phillipa Leighton-Jones, SVP, Global Head of Studio & Creative and Chief Custom Anchor at The Wall Street Journal, to explore how AI is transforming the way people discover information, consume media and engage with brands.Drawing on new research from WSJ Intelligence, Phillipa shares insights into changing consumer behaviours, the growing role of AI-powered search, and why trust, credibility and quality journalism remain critical in a world increasingly shaped by machine-generated answers. Together, they discuss the evolving relationship between publishers, platforms and brands, and what marketers need to do to remain visible, relevant and trusted as the media landscape continues to change.

In this special Cannes edition of Future Proof, Duncan Southgate sits down with Rory Dolan, International CMO at Canva, to discuss how one of the world's most recognisable brands is navigating an AI-driven future. From democratising creativity to building a globally consistent yet locally relevant brand, Rory shares how Canva is embedding AI across its platform while keeping people at the centre of the creative process. Together, they explore what marketing effectiveness looks like in an era of algorithmic discovery, changing media consumption and increasing pressure for short-term results, and why strong creativity, meaningful measurement and a long-term brand-building mindset matter more than ever.

In this Cannes special episode of Future Proof, Jeff Herman, EVP of Tech & Telco at Kantar, is joined by Menaka Gopinath, Chief Marketing Officer at the Project Management Institute (PMI), to explore what success looks like in an era of constant transformation.  Drawing on PMI's latest research, they discuss why delivering value matters more than simply being on time and on budget, how organisations can bridge the gap between strategy and execution, and why uniquely human skills such as curiosity, empathy and critical thinking are becoming even more important in an AI-driven world 

In this Cannes special episode of Future Proof, Dr. Nicki Morley is joined by Marcella Wiwe, VP Marketing Denmark at Carlsberg Group, to explore how AI is changing the way brands innovate. From accelerating innovation cycles from months to days to identifying growth opportunities through consumer insight and real-world testing, Marcella shares how her team is using AI, experimentation and category understanding to bring new ideas to market. Together, they discuss the "you win or you learn" mindset, building innovation from strong brand foundations, and why human judgement remains essential in an AI-driven world.