The Advertising Association Brings Two Future-Focused Panels on The LBB & Friends Beach at Cannes

The Advertising Association is bringing two thought-provoking discussions to The LBB & Friends Beach at Cannes Lions this year, exploring some of the most pressing questions facing the industry today: how brands can connect with the next generation of consumers, and what effective creativity looks like in an age of AI, fragmented attention and growing performance demands.

Representing UK advertisers, agencies, media owners and technology companies, the Advertising Association has spent the last century championing the role of advertising and its contribution to society and economic growth. Founded in 1926, the organisation works closely with policymakers, regulators and industry leaders to promote responsible advertising practices and support the long-term success of the sector.

Taking place across the week, with the first panel on Tuesday 23rd and the second on Thursday 25th, the sessions will bring together leading voices from media, marketing and creativity to discuss the forces shaping the future of advertising.

TUESDAY

9:30 - 10:30     Panel Presented By Ad Association: From Gen Z to Gen Zalpha: The Attention Generation

As the industry continues to debate how younger audiences are reshaping marketing, attention is turning to gen zalpha, the 13-19 year olds coming of age in a world of permanent connectivity, platform fluidity and limitless choice.

This session will tease early findings from new research from Channel 4 into this generation’s online worlds, set to launch later this year, as we unpack the implications of the research for marketeers.

Panellists:

• Melda Simon, UK chapter lead, Unstereotype Alliance
• ​Katie Jackson, chief marketing and audience officer
  

THURSDAY

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09:30 - 10:30 Panel Presented By Ad Association: Creativity Under Pressure: Making Work That Actually Works

In an era of AI-generated content, fragmented attention and relentless performance pressure, what does truly effective creativity look like now?

This session brings together leading creative voices to explore how big ideas are evolving, and why human insight and craft matter more than ever. From harnessing AI as a creative partner to building work that earns attention across platforms and drives measurable impact, the panel will share how agencies are redefining the relationship between creativity, media and effectiveness.

Expect a candid conversation on what’s changing, what isn’t, and how brands can create work that people actually care about in 2026.

Moderator:Tobi Asare, partner, AAR

Panellists:

• ​Xavier Rees, group CEO, AMV BBDO​
• ​Matt Gay, executive creative director, adam&eveDDB​
• ​Noel Bunting, chief creative officer, Publicis London​