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

Burl Stamp
Improving Employee Engagement Through CAREmunication — A Conversation with Burl Stamp
August 21, 2025

With the healthcare landscape seeing many evolving changes, employee engagement is no longer just a buzzword — it’s now a business imperative. Amid rising turnover and persistent staffing shortages, organizations are under pressure to build resilient, engaged teams. According to Gallup, 70% of the variance in team engagement is tied to one factor: the…

Read More
precision machining
Pharma Manufacturing: Meeting Annex I with Precision Machining for Safer Sterile Drug Production
August 21, 2025

Pharmaceutical manufacturers are under increasing pressure to deliver sterile, high-quality medicines in smaller batches and faster cycles. As pharma manufacturing evolves, regulatory demands have intensified, especially following the 2023 revision of EU GMP Annex I, which places new emphasis on contamination control strategies, improved traceability, and minimizing human intervention throughout production. According to American…

Read More
peer guidance
Leaders Who’ve Been There: Finding Clarity Through Peer Guidance at Purpose Factory
August 20, 2025

Running a business can feel isolating without peers who understand the weight of leadership. Madison Harris, founder of Cobalt Fund Services, found the peer guidance he needed through Purpose Factory. He gained strategic insight and real feedback from seasoned entrepreneurs at a time when his business needed clarity and structure. Harris realized Cobalt wasn’t…

Read More
business acumen
Expanded Business Acumen: How Peer Feedback at Purpose Factory Fueled Smarter Leadership
August 20, 2025

Entrepreneurs often take on too much, attempting to manage every aspect of their business. For Jeremy Scott, Owner of Summit Cove Realty, Purpose Factory offered the structure and peer accountability needed to delegate, refocus, and expand his business acumen. After juggling responsibilities in sales, investments, retail, and utilities, feedback from fellow members led him…

Read More