5 Cannes Lions Trends That Deserve Your 2027 Budget

Most festival trends die the week after the awards. The real challenge is knowing which ideas have staying power.
In this session, quantilope CEO Peter Aschmoneit and Associate Director of Tracking Solutions Madita Brandhorst break down five themes actively driving marketing and insights work today, plus what quietly faded and what that means for your 2027 budget. They’ll revisit the biggest takeaways from Cannes Lions and look at which ideas are still showing up months later, from changing expectations around ROI measurement to the evolving role of AI.
The discussion will help marketing and insights leaders separate signal from noise and make more informed decisions about where to focus attention, resources, and budget in 2027. You’ll get a clearer view of which trends are proving durable, which lost momentum, and what both can tell you about where the industry is heading.

What You’ll Learn

• Which Cannes Lions trends proved real: The five themes still influencing marketing and insights work months after the festival.
• What faded and why it matters: Which buzzy ideas lost momentum and what that signals about where the industry is actually heading.
• How to prioritize for 2027: A practical way to determine which trends deserve your budget, attention, and resources in the year ahead.