Breaking Down WGSN’s Consumer Marketing Insights from Cannes Lions

 

Cannes Lions is where creative excellence shines. The International Festival of Creativity, held since 1954, is where the world’s top-ranking agencies, brands, and creatives gather to share and collaborate. After a two-year festival hiatus due to the Covid-19 pandemic, the Cannes Lions roared again.

WGSN, a leader in consumer insights, was there at the festival to learn more. So, what has the industry been up to that will help shape the future? 

Joe McDonnell, Director of WGSN Insight, attended the conference and provided host Christine Russo, host of What Just Happened?, with a ringside seat to all the happenings of the festival and the fantastic creative consumer marketing trends making headways. One brand trend is the utilization of virtual ambassadors or digital influencers/avatars to launch their campaigns globally. 

Russo and McDonnell touch on several highlights from Cannes Lions: 

  • The strategy behind brands utilizing virtual influencers 
  • The role AI plays in creating and deploying virtual influencers 
  • How the creatives campaigns and ideas relate to commerce  

“It’s about trying to join the dots between everything from data through the culture,” McDonell said. “Seeing something inspirational, whether it’s a session or a piece of work, thinking that model or that piece of tech, or that consumer insight is exactly what we need in our business or with our clients.” 

McDonnell is an experienced marketing, communications, content, and partnership leader. As the current Director of Insight at WGSN, the world’s most prominent trend forecaster, McDonnell’s responsibilities include managing a team of 17 experts who create strategic content and research exploring innovations across the marketing, consumer, retail, gaming, and innovations space.

McDonnell provides expert commentary as a forecaster for the BBC, Bloomberg, Telegraph, Times, Guardian, US Chamber of Commerce, CGTV, Vogue, and WARC, while also being a keynote speaker at Cannes Lions, Outdoor Retailer, and SXSW. 

Follow us on social media for the latest updates in B2B!

Image

Latest

women empowerment
Creating a Playbook for Pro Athlete’s Families: How Ladies Playbook Champions Empowerment for Women Off the Field
October 7, 2025

In today’s world of rapid transitions—career moves, geographic relocations, and shifting personal identities—community has become more than a comfort; it’s a lifeline. Studies show that strong social ties can increase well-being, reduce stress, and even improve physical health. For those navigating high-pressure environments, like the partners of professional athletes, having access to a supportive,…

Read More
The Big Beautiful Bill Solar’s Make-or-Break Moment
The Big Beautiful Bill Solar’s Make-or-Break Moment
October 6, 2025

In this episode of The FSG Podcast, host Daniel Litwin, B2B Media Producer, sits down with Michael Cataline, Commercial Solar Projects Lead at FSG, to unpack one of the most talked-about policy shifts in recent energy history — the Big Beautiful Bill. Backed by the Trump administration, this legislation is poised to reshape the commercial…

Read More
Bitcoin
Alts Innovators: Joseph Kelly on Bitcoin and Cryptocurrency
October 6, 2025

After a year that put digital assets back in the headlines, long-term Bitcoin adoption is quietly compounding beneath the noise. Unchained reports helping “many thousands” of clients secure roughly $12B in Bitcoin via collaborative custody, while on-chain “HODL waves” data shows that ~60% of all Bitcoin typically hasn’t moved in a year or more,…

Read More
startup accelerator
Why Culture, Conscious Capitalism, and Purpose Beyond Profit Are Essential to Startup Accelerator Scalability
October 6, 2025

As the startup ecosystem continues to evolve, pitch competitions and startup accelerators are shaping the way founders connect with investors and communities. According to the Global Entrepreneurship Monitor data, U.S. entrepreneurial activity climbed to a record 19% in 2024—the highest level ever reported—highlighting just how fertile the ground is for platforms like CodeLaunch. This…

Read More