The Cannes Cut - The Gap Between Knowing and Doing: Day 5 Reflections. Featuring David Tiltman.

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After five days, dozens of interviews, countless presentations, and conversations with some of marketing's brightest minds, one thing became clear:

The future of marketing isn't about more technology. It's about better thinking.

Throughout Cannes Lions 2026, we spoke with leaders from System1, WARC, Ehrenberg-Bass, Amazon Ads, Pinterest, and many of the industry's leading creative and effectiveness thinkers.

In this final Cannes Cut, we reflect on the biggest themes that emerged throughout the week, including:

• Why simplicity continues to outperform complexity
• How AI is settling into its rightful role as a tool—not a strategy
• The growing danger of the efficiency trap
• Why creativity remains one of the strongest commercial advantages a brand can build
• The return of long-term thinking, brand building, and strategic discipline

We also sit down with David Tiltman (WARC) to discuss the Multiplier Effect Playbook, organisational barriers to effectiveness, why strategy is becoming more important than ever, and how marketers can bridge the gap between knowing what works and actually doing it.

To close out the series, we head back onto the Croisette for one final edition of The Buzz Cut, featuring conversations with:

• Aaron Starkman (Rethink)
• Brendan Christie (Strategy Magazine)
• Ruxandra Papuc (AIN'T)

Presented by System1.

If you've enjoyed following our Cannes journey, thank you for joining us throughout the week.

Chapters:

00:00 - Introduction

02:15 - Reflecting on an Incredible Week

06:30 - Simplicity Wins

11:05 - AI Finds Its Place

16:10 - The Efficiency Trap

21:45 - Why Brand Experience Matters

26:10 - Is This the Best Time to Be a Marketer?

30:30 - Interview: David Tiltman

52:30 - Final Buzz Cut

58:15 - Wrapping Up Cannes