Le Club MSQ in Cannes 2026

Escape the festival frenzy and step into Le Club MSQ; an exclusive retreat in which to think, connect, and create away from the crowds.

Meaningful Conversations
Meet carefully selected industry leaders, innovative brands, and creative minds in an atmosphere that encourages genuine dialogue over superficial networking. Our thoughtfully curated guest list will ensure every conversation has the potential to spark your next breakthrough.

A Space to Think Clearly
Consider this your home away from home in Cannes. Grab a drink, settle into comfortable surroundings, and escape the chaos whenever you need a moment to breathe. You're welcome here; whether you want to dive deep into MSQ's unique 'Joined-Up Thinking' approach or simply find a quiet corner to recharge.

09:00 – 11:00
Internet Brunch IRL

Internet Brunch started as a daily culture newsletter and now is consumed by the world’s top agencies and brands.

For this live edition in Cannes, Big Spaceship CEO Taryn Crouthers brings that same energy to a morning conversation with people who are actively shaping how culture moves right now. We’ll hear from a TikTok creator building audiences from the inside out, Connor Lim, Founder and CEO of IDL (International Dance League), who is turning dance into a legitimate competitive sport, and a brand-side marketer navigating what it actually means to show up in culture.

This will be a fun, real talk about creativity, community, and the kind of cultural curiosity that's been powering Internet Brunch the past 15 years.

SPEAKERS INCLUDE

Taryn Crouthers
CEO, Big Spaceship

Connor Lim
Founder & CEO, IDL

INSIGHTS FROM

11:30 – 12:30
Momentum, Made

The brands pulling ahead aren't waiting to see where AI lands. They're building momentum now; connecting creative vision to production capability in ways that compound over time.

Fragmented teams. Disconnected tools. Work that loses something between the idea and the execution. The cost of staying siloed has never been higher.

Scale has always been the enemy of craft. AI is changing that equation, and the brands that understand how are already doing more, with less compromise.

Jo Lyall, Fergus Dyer-Smith and Lucas Peon show you what that looks like in practice: the tools, the thinking, and a clear-eyed view of where the next 12 months will take us.

SPEAKERS INCLUDE

Joanna Lyall
Executive Director, MSQ

Fergus Dyer-Smith
Chief Product Officer, MSQ

Lucas Peon
Chief Creative Officer, The Gate London

HOSTED BY

15:30 – 17:30
The Indie Forum 2026 with The Network One

Last year’s Indie Forum was a highlight for many independent agency founders – delivering bold perspectives, lively debate, and the unique energy that only the global indie community can create.

Expect more of the same in 2026: candid conversations, fresh insights, and real value from leaders who are shaping the future of independent agencies.

SPEAKERS INCLUDE

Aaron Lang
President, MSQ North America

HOSTED BY

19:30 TIL LATE
The B2B Leaders Dinner

An intimate VIP dinner for B2B Leaders, in celebration of the LIONS B2B Summit with LinkedIn & Stein.

This event is by invitation only.

HOSTED BY

09:00 – 11:00
Growth in Transformative Times

Join Forge for a morning of sharp thinking and honest conversation with senior leaders who are creating tomorrow's value right now.

Over breakfast at Le Club MSQ, four senior leaders from across global FMCG, banking, healthcare and consulting will explore the evolving demands on modern marketing leadership; from the changing CMO mandate to the behaviours, decisions, and team cultures that separate growth leaders from the rest.

SPEAKERS INCLUDE

Kathryn Swallow
Global Category Lead, Haleon

Nathalia Amadeu
Global Brand Director, Vaseline, Unilever

Nicole German
Global CMO, HSBC

Eleanor Lloyd Malcolm
Chief Growth Officer, Forge

INSIGHTS FROM

Le Club MSQ 26__Ritualicious Lunch_banner

12:00 – 14:00
The Ritualicious Lunch with The Marketing Society & MSQ

Drawing on MSQ's pioneering Ritualized research, we've brought together two extraordinary perspectives on what rituals really do to us.

Our guests will help us explore a question that sits at the heart of great insights work: how do you get it off the table and into the work — and how do you make sure what lands on the plate is worth eating?

We know the beauty of these experiences lies in the connections they spark. So after our speakers have shared their stories, we'll invite you to do the same; taking a moment away from the festival buzz to reflect, share thoughts, and enjoy a delicious lunch, in true The Marketing Society style.

SPEAKERS INCLUDE

Sophie Devonshire
CEO, The Marketing Society

Justin Cox
Chief Strategy Officer, MSQ North America

Giles Hedger
Global Consumer Planning Director, Diageo

Kateryna Sadurska
Olympian & World Champion Freediver

INSIGHTS FROM

14:30 – 15:15
Built to Last, Built for Now

It's the tension every major brand marketer is living right now. The equity in your past is what got you here. But standing still is the fastest way to fall behind.

Join Daniel Binns (Global CEO, Elmwood), Richard Parkinson (Global CMO, Prudential) and Shakir Moin (President, Marketing, Coca-Cola North America) for a candid panel on the hardest balancing act in modern marketing; protecting what makes a brand iconic while reinventing how it shows up in culture, channels and commerce.

Expect specifics: the decisions, the trade-offs, and the moments of nerve behind some of the world's most recognisable brands.

SPEAKERS INCLUDE

Daniel Binns
Global CEO, Elmwood

Richard Parkinson
Global CMO, Prudential

Shakir Moin
President, Marketing, Coca-Cola North America

INSIGHTS FROM

15:45 – 16:30
Beyond Billable

In a world where AI can produce a brief, a concept, and a media plan before lunch, charging by the clock isn't just outdated, it's actively working against the value agencies create. This panel asks the uncomfortable question: if you can't price your work, do you really know what it's worth?

Expect plain talk on value, productivity, procurement and what comes after the timesheet. No platitudes, no PowerPoint.

SPEAKERS INCLUDE

Tina Fegent
Global Marketing Procurement Consultant

Kate Howe
Executive Director, MSQ

Stephen Lepitak
Editorial Director, Creative Salon

INSIGHTS FROM

17:00 – 19:00
Last Night a DJ Saved My Pitch

Great DJs and great pitchers have more in common than you'd think. Seamless transitions. A sense of rhythm. The art of building anticipation, and the nerve to surprise the crowd.

Join Kit Altin as she brings her stand-out SXSW Austin session to Cannes. Part talk, part live DJ set, all interactive; you'll leave with sharper pitching instincts and a soundtrack to match.

Then stick around. Kit's back on the decks for Happy Hour on the terrace.

SPEAKERS INCLUDE

Kit Altin
Chief Strategy Officer, The Gate London

HOSTED BY

20:00 TIL LATE
The Salon Dinner at Le Club MSQ

What’s Next for Brands and Agencies?

The marketing industry is at a turning point, and the old agency playbook is breaking down fast. In this candid conversation over dinner live at Cannes Lions, Creative Salon sits down with Peter Reid, CEO of MSQ, to explore what comes next for brands, agencies, and creativity itself.

Because in a world obsessed with new tools and models, the real competitive advantage might just be how you connect creativity, technology, and culture.

This event is by invitation only.

SPEAKERS INCLUDE

Peter Reid
CEO, MSQ

Claire Beale
Co-Founder, Creative Salon

Sonoo Singh
Co-Founder, Creative Salon

Stephen Lepitak
Editorial Director, Creative Salon

HOSTED BY

LIONS B2B Summit

Tuesday 23rd June
Salon Croisette, Carlton Hotel

Where the B2B community comes together to share insights, foster meaningful connections, and showcase industry best practices.

In 2025, the inaugural LIONS B2B Summit welcomed 250+ attendees, with over 80% senior level (Senior Executives, Directors, VPs) from 125 companies.

The LIONS B2B Summit is headlined by LinkedIn and supported by the IAA, Microsoft and Stein.

Building Brand and Business Momentum through Pure B2B Creativity

Tuesday 23rd June, 13:30 – 14:00
LIONS B2B Summit

A candid debate on how senior marketers can defend bold creative ideas as a serious growth lever in B2B under commercial pressure, and whether it’s a more complex job than in B2C.

Tom Stein, Chairman & Chief Brand Officer, Stein
Monique Elliott, Chief Brand and Communications Officer, Schneider Electric
Jennifer Chase, Executive VP & CMO, SAS

How to: Unlock New Creatives Depths Like a Freediver

Wednesday 24th June, 11:00 – 11:30
The Forum Stage, Palais des Festivals

Join this session for an interactive masterclass with World Record Freediver Kateryna Sadurska, someone who knows a thing or two about not taking shortcuts. Together, you'll learn what it takes to embrace the effort, practise repeatable breathwork techniques to create calm in chaos and discover what freediving can teach you about unlocking new depths in your own creative process.

Natalie Moores, Brand Futures Director, Smarts
Kateryna Sadurska, World Record Freediver

Find out more →

Where the real Cannes happened: A view from Mallory and Kaitlyn

Following an epic week of insights and inspiration, Cannes first-timers and MSQ's Young Lions for 2025, Mallory Cross and Kaitlyn Powers from SPCSHP gave Campaign the run-down of all the places you want to be at the industry's most prestigious festival.

B2B’s New Brand Manifesto: Key Takeaways from Cannes 2025

Cannes Lions 2025 marked a turning point for B2B marketing, with the spotlight on bold, human-centred strategies that challenge long-held assumptions. From emotionally driven decision-making to integrated brand-to-demand models, the trends point to a new era of growth and creativity in B2B, which you can read all about in Stein's post-Cannes report.

Beyond the Lions: Brand takeaways from Cannes 2025

After judging nearly 400 projects from the Design Jury, one thing’s clear: the best work wasn’t loud – it was smart, purposeful, and deeply human. Here's what stood out to Elmwood's Design Director, Paul O'Brien via Creative Brief.

What happens when creativity gets a bionic arm?

Raphaël Bouquillon, SVP at SPCSHP, reflects on a week in Cannes. If last year was about AI's potential, this year was about learning how to live with it.

The conversations weren't asking if AI belongs in creativity anymore. They were asking how we use it responsibly, creatively, and in service of people.

Learn more

Does Cannes Lions really get design?

This year Elmwood's Design Director, Paul O'Brien, had the pleasure of serving on the Design Lions jury, an experience that was just as inspiring as it was revealing, when it came to how the world of design is changing. Read in Creative Review.

In conversation with Aaron Lang

North America President of MSQ, Aaron Lang, talks to Dylan Conroy from The Ad Podcast about all things Cannes, creativity, and boosting momentum - sharing what sets MSQ apart thanks to our specialised expertise with senior-level thinking, all under one collaborative network.

Watch the interview

The Ritualicious Lunch: Part Two

A year on since the launch of our Ritualized research, we brought the buzzword of the moment, 'Rituals' back to Cannes, for an afternoon lunch discussing its importance when it comes to understanding customer needs, complete with the premiere of our short documentary explaining our thorough research, in partnership with The Marketing Society.

Learn more

BRONZE: Craft in B2B

'Everybody's Business', Stein X LinkedIn

Created in partnership with two-time Oscar-winning director Ben Proudfoot and LinkedIn, 'Everybody's Business' is a short documentary about the evolution of B2B marketing - and now a proud winner of a Cannes Lions!

The film follows B2B luminaries like Andisa Ntsubane, Jennifer Johnson and Tom Stein, Chairman of Stein, an MSQ B2B agency. Congratulations to the team!

View the campaign

4 X SILVER: Outdoor Lions

'Bundles of Joy', Walk-In Media X Burger King

Hot off the press from the Croisette, the Lion's out the bag for Walk-In Media!

We're delighted for the team to have brought home bundles of Lions for Burger King's Bundles of Joy campaign, winning 4 Silvers in the Outdoor category.

A huge congratulations to everyone involved, both at BBH London and Walk-In for bringing such a sensational campaign to life. Here's to many more to come!

View the campaign

SHORTLISTED: Cross-Channel Storytelling, Creative B2B Lion

'By America's Side', Stein X Mack Trucks

A campaign that met or exceeded every campaign objective. Compared to previous brand campaigns, Stein achieved 34% higher engagement at a 59% lower paid media budget, and by Q4 2024, demand for Mack led to an order increase of 26% for its heavy-duty trucks — and a 264,000+ waitlist, directly attributable to the campaign’s impact. The campaign has since been organically adopted by Mack’s other markets, including Canada, Colombia, Australia and Mexico.

Internally, the campaign assumed a place of pride as the first-ever Mack campaign permanently placed in the Mack Trucks Historical Museum.

Learn more

Introducing our MSQ Young Lions competition winners for 2025: Mallory Cross and Kaitlyn Powers from SPCSHP.

This year we have partnered with WACL and the Empower Café to set a creative challenge rooted in our shared values: championing gender equality and joined-up thinking. The brief? Create a short film that challenges the status quo and drives change for good.

Meet the MSQ Young Lions

We're a proud sponsor of LBB & Friends Beach this year. They spoke to Tamsin James, CMO of MSQ about who we have on the ground in Cannes, what we’re planning throughout the week, and the conversations we’re most eager to be part of.

Cannes Lions has announced today the line-up of global experts who will shortlist world-class creative work this June.

The list includes experts from across 79 markets, representing the global industry's leading talent from a diverse range of disciplines, including Elmwood's Paul O'Brien, who is on the Design Lions jury.

During Cannes week, Paul will also be judging the Cannes Young Lions Design Competition, selecting the most innovative and impactful work from across over 90 countries.

Learn more

The Cannes Lions International Festival of Creativity has announced the launch of an inaugural LIONS B2B Summit. Featuring LinkedIn as the headline partner, and our B2B agency, Stein as the supporting partner, the Summit will explore discussions on how creativity strengthens brand reputation, the role of connections and influence in B2B, and why creativity in B2B is a competitive advantage.

Learn more

Did you know that 70% of consumers are open to adopting new rituals? And 39% feel more positively towards brands that become part of their rituals?

Whereas traditional marketing approaches consumer behaviour from the standpoint of the brand, rituals flip this script on its head. The consumer is in charge of creating their own personal rituals and deciding whether and how to incorporate brands – not the other way around.

Our white paper serves as a guide for brands looking to tap into the power of rituals. It offers insights, strategies, and practical examples to help brands authentically engage with their consumers in ways that matter.