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A roundup of Stagwell’s work at Super Bowl:

• 2023
• 2024
• 2025

72andSunny, Allison, Anomaly, Code and Theory, Colle McVoy, Crispin, Gold Rabbit Sports, The Harris Poll, HarrisX, HUNTER, JetFuel, The Marketing Cloud’s HarrisQuest and The People Platform, Movers+Shakers, SPORT BEACH, and TEAM delivered powerful work before, during, and after the big game

2 Spots Earned Top 10 Honors from USA Today Ad Meter

NEW YORK and SAN FRANCISCO, Feb. 09, 2026 – Stagwell, the global challenger network transforming marketing through AI, made a major impact during Super Bowl LX, with its agencies delivering seven standout commercials during the Big Game for clients including Bud Light, Grubhub, e.l.f. Beauty, Kinder Bueno, Liquid I.V., and the National Football League (NFL).

Beyond the game itself, Stagwell agencies drove buzz with high-profile brand activations, cultural moments, and off-field campaigns across Super Week, supporting clients such as Don Julio, Frank’s RedHot, Meta Reality Labs, Perdue, Starbucks, Target and more. On air during the Big Game, Stagwell’s creative work earned significant recognition, with 2 commercials landing among the top 10 highest-rated ads in the USA TODAY Ad Meter.

In the days leading up to Super Bowl LX, SPORT BEACH convened industry leaders, athletes, creators, and brands at the SPORT BEACH Clubhouse in San Francisco, built in partnership with TEAM, for conversations and experiences shaping the future of sports marketing.

“I’m proud of the incredible work done by our teams and agencies at Stagwell, and it shows that the combination of the best in creativity and technology is the winning formula for the future,” said Mark Penn, Chairman and CEO of Stagwell. “We punched 10 times over our weight at the Super Bowl with 10% or more of the ads.”

The Big Game

Crafting the biggest brand narratives at the Super Bowl.

e.l.f. Beauty x 72andSunny x HarrisX

e.l.f. Beauty “Melisa” – 72andSunny created a telenovela-style Super Bowl campaign for e.l.f. Beauty starring Melissa McCarthy, playing up melodrama and pop-culture timing just ahead of Bad Bunny’s halftime show. The spot humorously follows McCarthy’s frantic preparation for the year’s biggest reggaetón moment—complete with exaggerated twists and gasps—where her unlikely hero is e.l.f.’s Glow Reviver Lip Oil. Alongside 72andSunny, HarrisX partnered with e.l.f. Beauty to unite the campaign’s bold creative vision with a data-driven strategy. From early-stage concept and script validation through final spot testing, HarrisX helped ensure the telenovela-style campaign resonated with consumers—especially e.l.f. customers—while advising on how the creative could be deployed most effectively to cut through on the Super Bowl stage.

Grubhub x Anomaly

Grubhub “The Feest” – Anomaly launched Grubhub’s first Super Bowl spot, directed by Poor Things and Bugonia filmmaker Yorgos Lanthimos, featuring an indulgent spread and a mystery dish. The spot calls out the growing frustration consumers feel with excessive food delivery fees, positioning Grubhub as the brand willing to “eat the fees” on orders over $50.

Kinder Bueno x Anomaly

Kinder Bueno “Yes Bueno” – Anomaly also delivered Kinder Bueno’s first Super Bowl ad, featuring a high-stakes space-themed adventure. Turning everyday “No Bueno” moments into “Yes Bueno” ones through the power of the brand’s irresistible crispy wafer, smooth chocolate, and creamy hazelnut filling.

Liquid I.V. x Anomaly

Liquid I.V. “Take a Look” – Anomaly tapped into the insight that on any given day, 75% percent of Americans are dehydrated but don’t know it. So for the brand’s first Super Bowl commercial, they gave a voice to America’s toilets so they could tell us to look at the clearest sign of dehydration: our yellow pee.

NFL x 72andSunny

NFL “Champion” – 72andSunny debuted the NFL’s brand campaign, an ode to youth coaches whose inspiration, words, and lessons extend far beyond the field.

NFL x 72andSunny

NFL “You Are Special” – 72andSunny shared a new spot featuring a group sing-along led by former and current NFL players Michael Strahan, Cam Heyward and Christian McCaffrey. The kids hail from Harlem Children’s Zone, Boys & Girls Clubs of America and SMASH, three groups that receive grants through the NFL’s “Inspire Change” program—a social justice initiative aimed at reducing barriers to opportunity, particularly in communities of color. 

Off the Field

Outside of the national stage, clients and agencies made a splash.

72andSunny

72andSunny helped Hard Rock Bet give Gloria Gaynor’s heartbreak anthem, “I Will Survive,” a comedic twist that serves as a rallying cry as football fans transition to the next betting season. The final whistle at the Super Bowl marks the end of football season, but there’s basketball, soccer, and more sports to look forward to.

Allison

Allison and Tillamook partnered to bring to life Tillamook’s Super Bowl activation, brokering a partnership with 49ers star Fred Warner and creating 40-lb cheese carvings of key sports figures to bring dairy delight to Radio Row. Allison also executed onsite activations for Dexcom, Good Sportsand Special Olympics. Dexcom featured Mike Golic Sr. and Jets Wide Receiver AD Mitchell who shared their diabetes stories at Radio Row, Good Sports returned with Vikings legend Kyle Rudolph to spotlight youth sports access, and Special Olympics paired Jets DT Harrison Phillips with an athlete to promote its Fitness Through Sport Playbook and the 2026 Special Olympics USA Games.

Allison x JetFuel x Gold Rabbit Sports

Allison, JetFuel and Gold Rabbit Sports led on-ground execution of TCL’s multi-day “homegating” experience. The activation, for the Official TV Partner of the NFL, in San Francisco featured athlete/influencer appearances, interactive demos of its premium TVs, and a dedicated Super Bowl game day experience, bringing the brand directly to fans. Allison also led Media Row tours with NFL Hall of Famer Charles Woodson and current LAC player Cameron Dicker.

Anomaly

Anomaly and Starbucks spotlighted the universal, unsung figure: the coffee runner in an epic, Olympics-scale, journey, reinforcing Starbucks’ role in the coffee rituals that bring people together. Visa and Anomaly launched an Olympics and Paralympics campaign starring record‑breaking athletes Mikaela Shiffrin and Oksana Masters. The anthem spots pair intimate, human moments with Visa’s tangible role in enabling progress.

Anomaly x HUNTER

Anomaly and HUNTER teamed up for an episodic series on social for Tequila Don Julio, centered around celebrating Latinidad culture and helping consumers get ready for the halftime show. As the only official spirits sponsor of the NFL with Spanish as its first language, episodes featured Young Miko and Druski, and centered on helping fans brush up on their Spanish and celebrated how Latino communities truly get ready for game day.

Code and Theory

Code and Theory transform NFL.com into a real-time decision engine that complements the app and fuels growth for NFL+, the league’s direct-to-consumer streaming platform. In the past year alone, the site reached 130 million people, helped triple NFL+ subscriber growth, and doubled service discovery. While the app keeps fans engaged all week, this work connects where fans discover games (the website) with where they watch and interact (the app and NFL+), creating a seamless journey that supports the league’s D2C strategy.

Colle McVoy

Colle McVoy and Dairy Queen tapped into the buzz around rumored halftime appearances for the Big Game to turn viral speculation into the Taylor & Swift Halftime Feast with the help of pro football players Tyrod Taylor and D’Andre Swift. To fuel engagement leading up to game day, DQ invited fans to enter for a chance to score a Chicken Strip Party Platter of their own and surprised-and-delighted fans with custom merch.

Colle McVoy crafted Frank’s RedHot Big Game campaign, entering the season in full GOAT mode, starring hip-hop legend Ludacris and a (very literal) rapping goat. As the undisputed GOAT of hot sauce, the campaign reminds fans that when it comes to flavor, Frank’s turns game day food culture into the main event.

Colle McVoy also helped Perdue on its mission to make its Air Fryer Ready Crispy Wings the next big thing in the wing capital of the world – Buffalo, NY. They partnered with Buffalo Bill’s Linebacker and Buffalo Native, Joe Andreessen, and Bills Mafia leader, Del Reid, to see if the locals will accept their bid. The result? Even proud Buffalonians will have to admit that Perdue makes The Next Best Wing.

Crispin

Crispin helped Target tap into the Game Day conversation, positioning the brand as the ultimate home base for snacks, drinks, and hosting essentials to make watching the game—or just the commercials—fun and easy. The social content centered on bringing people together for cultural moments that feel familiar, affordable, and fun.

The Harris Poll

The Harris Poll brought proprietary data and cultural insight to Super Bowl LX, releasing multiple research initiatives examining how Americans engage with the game as a long-standing social and cultural ritual. This included new findingson co-viewing, community, and Super Bowl spending; research for Ad Age on what viewers want—and don’t want—from Super Bowl advertising; data on how celebrity appearances impact viewers’ perception of brand advertisements in The Big Game; and survey data for UKG estimating how many U.S. employees may miss work on Super Bowl Monday. The Harris Poll also contributed broader sports and culture insight through on-site conversations and content at the SPORT BEACH Clubhouse, translating cultural signals into strategic guidance for business leaders.

HarrisX

HarrisX is launching its 2026 Super Bowl Ad Index, building on more than five years of Super Bowl measurement. HarrisX is conducting some of the most comprehensive ad testing around the Big Game, surveying nearly 10,000 Americans to assess the creative performance and brand impact of every Super Bowl spot using the proprietary HarrisX Ad Index—making it one of the most in-depth evaluations of advertising on the Super Bowl stage. Last year’s HarrisX Ad Index crowned NFL’s “Somebody” spot as America’s favorite Super Bowl ad, which went on to win a Sports Emmy for Outstanding Public Service Content. Altogether, HarrisX has tested and indexed over 1,000 (and counting) culture-defining ads toward which new creative and ad concepts can be benchmarked and compared.

HUNTER

HUNTER coordinated a sponsorship on behalf of Amazon eero with sports podcast Green Light with Chris Long. The agency also promoted Intuit TurboTax’s 13th appearance in the big game, securing consumer, entertainment & trade Lastly, Meta Reality Labsdebuted an action-packed Super Bowl ad for Oakley Meta Glasses, with HUNTER supporting all earned media efforts.

The Marketing Cloud’s HarrisQuest

The Marketing Cloud’s HarrisQuestwill release its “Brand Bowl Report” focused on brand lift, cultural relevance lift, and consumer sentiment around the Super Bowl. Readers will gain a clear, data-backed understanding of how the Super Bowl reshapes brand perception globally — and how those same dynamics apply to any moment of peak attention throughout the year. Get a first look here before it goes live on February 12.

The Marketing Cloud’s The People Platform

The Marketing Cloud’s The People Platform tracked foot traffic and visitation trends around Levi’s Stadium to understand the Super Bowl’s impact on consumer movement. It also partnered with Digital Video Systems to measure CRUISESATcruise ship viewership and assess brand lift and ad effectiveness for a Prince Edward Island tourism spot that aired. 

Movers+Shakers

Movers+Shakersonce again played the SOCIAL BOWL, keeping brands like l.f. and Planet Fitness relevant and culturally connected throughout the Big Game with social content and day-of social swat teams ready to tweet / comment / post their way into culture, as well as support TVC efforts with platform-native craft and storytelling.

Originally Released On

ACCESS Newswire

Contact:

DonerColle Partners
Konnor Schmaltz
konnor.schmaltz@collemcvoy.com

“The Midwest isn’t just where we’re based; it’s who we are. There is a sense of pride and a work ethic that shows up with purpose every day,” said DeMuth. “It’s a place where people care more about doing the right thing than getting credit for it. That spirit drives how we show up for each other, for our clients and for the brands we help build.”

Doner is known for its strategic acumen, award-winning work and integrated production studios across retail, CPG, automotive, consumer services, technology and health care brands, and is a recent two-time “A-List” winner. Colle McVoy, a recent national “Agency of the Year” honoree, adds strength in media, design, PR and integrated campaign execution, particularly across CPG, QSR, home, lifestyle, retail and agriculture categories.

“This partnership is about more than strength and scale,” said Henrichs. “We’re rethinking how agencies can come together to better deliver for America’s most iconic brands. We’re creating a partnership that’s agile, ambitious and deeply rooted in the values that matter most to clients today.”

DonerColle Partners’ client roster includes Stellantis, The UPS Store, Dairy Queen, La-Z-Boy, The Coca-Cola Company, 3M, Hackensack Meridian Health, Perdue Farms and McCormick & Company, among other major brands. The integration will begin immediately, with a phased rollout of combined operations, teams and branding throughout 2026.

About DonerColle Partners

DonerColle Partners is a newly combined Stagwell (STGW) partnership formed from two leading Stagwell agencies, each with 90 years of history. Grounded in a shared belief that great work comes from strong relationships, the partnership combines deep roots with modern marketing expertise across strategy, creative, media and digital, including AI-enhanced content development, insight generation and measurement. Built for the brands that move America, DonerColle Partners blends insight, craft and innovation to help brands connect meaningfully with people and drive lasting growth. To learn more, visit donercolle.com.

About Stagwell

Stagwell is the global challenger network transforming marketing through AI. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 45+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at stagwellglobal.com.

CONTACT:
DonerColle Partners
Konnor Schmaltz
konnor.schmaltz@collemcvoy.com

Originally Released On

PR Newswire

Media Contact
Carly Ross
carly.ross@codeandtheory.com

Originally Released On

PR Newswire

Contact:

Kara Gelber

pr@stagwellglobal.com

NEW YORK, May 6, 2025 /PRNewswire/ — Stagwell (NASDAQ: STGW), the challenger network built to transform marketing, today announced the acquisition of JetFuel, an experiential marketing services agency that accelerates brand awareness through experiences, content and conversations. JetFuel will become a subsidiary of Stagwell’s integrated experiential agency TEAM.

Launched in 2016 and headquartered in New York City, JetFuel has progressively grown both its client base and capabilities to become a top independent agency renowned for its expertise in live brand experiences, retail and shopper marketing, digital content and sponsorship activations. JetFuel maintains the mentality of a start-up and the heritage of a traditional agency, working to ignite change, transform brands, disrupt the status quo, spark innovation, and inspire advocacy. JetFuel is best known for delivering live brand experiences for clients including Walmart, Unilever, Kimberly Clark and Feastables.

“JetFuel’s award-winning experiential capabilities strengthen our commitment to delivering best-in-class experiences for our clients’ customers,” said Stagwell Chairman and CEO Mark Penn. “This acquisition underscores our strategy to keep Stagwell just the right size to produce game-changing work for clients.”

The addition of JetFuel follows Stagwell’s acquisitions of Gold Rabbit Sports and ADK GLOBAL earlier this year, and a total of 11 acquisitions throughout 2024.

“Joining forces with Stagwell marks the beginning of an extraordinary new chapter for JetFuel. Together, we share a bold ambition to reinvent what live brand experiences can be — pushing boundaries, inspiring deeper connections, and setting new standards for innovation. With access to Stagwell’s high level insights and data resources, as well as integration with their world class creative thinking, we’ll be able to design experiences that are not just more effective and efficient, but truly transformative for our clients and their audiences,” shared Abe Sorcher, CEO of JetFuel.

“We’re excited to bring JetFuel into the network and continue to build out the experiential discipline at Stagwell, as clients continue to recognize the value of authentic live connections in a digital-first world,” added Dan Gregory, CEO of TEAM. “Investing in this key offering and having a diverse roster of agencies who can deliver results-driven campaigns is a game changer.”

Kidron Capital Securities acted as the financial advisor to JetFuel for this transaction.

About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 45+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.

About TEAM
TEAM is an agency dedicated to making impactful brand experiences. We bring big ideas to life in ways that are not just seen and heard but truly felt. Every year, we design and deliver over 100,000 brand activations and events across the globe. Our brand playbooks merge commercial success with creative brilliance, creating meaningful connections and nurturing community spirit. Whether building brands from scratch or revitalizing existing ones, we infuse them with vitality, authenticity, and tangible platforms for interaction. By prioritizing scaled experiences at the core of brand strategy, we empower brands to build deeper relationships, share compelling stories, and engage with audiences authentically. Visit www.weareteam.com to learn more.

About JetFuel
JetFuel is a brand accelerant built with the hustle mentality of a start-up and the heritage of a traditional agency. At JetFuel, we’re not just making noise – we’re igniting change. We believe in the boundless power of creativity to transform brands, disrupt the status quo, spark innovation, and inspire advocacy. We create live experiences & breakthrough content that paves the way, and for people to share through discovery. We live for, sweat for, and celebrate these moments. It’s these moments that define JetFuel. JetFuelStudio.com    

Contact 
Kara Gelber
PR@stagwellglobal.com

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“To me, there’s no tighter relationship between gaming and sports,” says Craig Elimeliah, Chief Creative Officer of Code and Theory. While sports took center stage at the Cannes Lions International Festival for Creativity, and Stagwell’s SPORT BEACH, it’s clear from dozens of our interviews with senior marketers that gaming is also on the world leaderboard and becoming an essential platform for reaching digital-first consumers.

Everyone’s a Player

While the concept of a “gamer” conjures up the archetypical image of an teenage boy, 50% of people who identify as gamers today are women, Activision Blizzard’s Claire Nance reminded marketers on stage at SPORT BEACH. To counteract this pervasive stereotype, Nance suggests redefining “gamer” as “player,” a more comprehensive term she says better reflects the heterogenous gaming demographic. As gaming technology advances and becomes more accessible, the barriers to entry, such as the need to purchase an expensive console, no longer exist, enabling more people to pick up gaming and become “players,” further diversifying the gaming audience.

The Rise of the Gaming Generation

As younger generations age, gaming has evolved from a niche hobby to an essential part of the modern entertainment mix and a nascent platform for advertisers. Yet, “we’re still not seeing brands and agencies lean in [to gaming] with as much focus as we would expect,” notes Brad Simms, CEO and President of GALE, whose agency has helped companies like MilkPEP and Bomb Pop reach untapped consumers through gaming. There are 3.4 billion unique gamers globally.

Why has gaming become so pervasive? Nance says a generational shift is underway. “When you look at geriatric millennials, this is the first generation that really grew up with gaming as a kid and has taken it through into life and into adulthood. As geriatric Millennials and GenX are starting to have children, they’re introducing gaming to their kids.”

Leveling Up to Immersive Experiences

“As a device guy I’ll tell you that experiential gaming is the future,” says Ajit Sivadasan, Global Head of Online Sales, Digital Marketing & Platform at Lenovo. Not too long ago we witnessed a massive shift in gaming from the 2D world to the 3D world. Now, immersive experiences are all the rage, bridging the physical world with the digital world in ways previously unimaginable. Gaming is the optimal platform to integrate AR, VR, and XR technologies, creating an interactive and hyper-realistic universe for gamers to engage with and explore. The technology is advancing rapidly. Itamar Benedy, CEO and Co-Founder of Anzu, believes that “in 5 years from now, people will move most of their internet-based interactions to a 3D World.” Thus, now is the time for brands and marketers to not only embrace gaming, but to become early adopters of these immersive technologies, shaping the future of this evolving industry and capturing the attention of consumers globally.  

Creative Excellence Across In-Game Advertising Scores High

“Gaming is a place where ads should not be disruptive…they should actually be additive to the experience part of the game,” Elimeliah notes. Companies like Stagwell and Anzu are transforming the in-game advertising experience for players, ensuring that ads are immersive and creative.

Anzu, in partnership with Stagwell, recently shared insights into creative best practices for intrinsic in-game advertising, where following these practices can significantly enhance brand lift performance and drive brand awareness. “This research shows that non-intrusive and authentic ads can captivate attention and enrich the gaming experience, but only if approached in the right way and with an appreciation for how the gaming audience prefers to interact with brands,” says David Sable, Vice Chair of Stagwell.

Creative excellence is essential to the marketing around gaming as well. For the launch of Blizzard Entertainment’s Diablo IV, 72andSunny created “Cathedral of Diablo,” a dramatic and cinematic campaign featuring a 160-foot-long mural of Diablo scenes painted across the interior of a French Gothic cathedral. “It’s a different world now than when it was when I first started doing video game advertising. There was a time when you would put out a 15-second trailer for a niche market,” says Tim Wolfe, Group Creative Director of 72andSunny. “Slowly and steadily, as gaming itself became more mainstream, its communications became more mainstream, advanced and crafted.”

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1. YOU CAN’T SPELL BUSINESS TRANSFORMATION WITHOUT CREATIVITY: The future of the CMO is always a hot topic at Cannes. Marketing leaders are tasked with driving initiatives as impactful as their C-Suite peers. Good news—CMOs’ creative problem-solving skills equip them well. Emerging from the Creative Business Transformation jury room, Michael Treff, CEO of Code and Theory, emphasizes: “Business transformation must work across most company functions, or it isn’t truly transformation.” Looking ahead, Treff says marketers will miss out if they assume AI is the only opportunity for business transformation. “There are seismic changes in human behaviors happening…and ontological questions for a lot of businesses in categories that are going through disruption. What is the meaning of a financial services institution? What is the role of institutional education? What is the future of media?” Hear more from Treff here.  
2. ATHLETES AS RENAISSANCE ENTREPRENEURS: “As an athlete, I was always being told to just play basketball,” said NBA All-Star Carmelo Anthony at Stagwell’s SPORT BEACH, discussing the challenges of breaking into the exclusive wine and spirits industry. Now, “I’m kicking the door down and saying…give us a chance, let us come in and be creative, and let’s make magic.” Athletes like Anthony are diversifying into industries such as fashion, media, and philanthropy, proving pivotal in creating new economic opportunities. “We’re not made to be one-dimensional, we’re human – we’re made to do so many things,” said LSU Tigers basketball star and rapper, Flau’jae Johnson. Athletes are not just being sponsored by brands; they’re shaping them, suggests alpine skier and Olympian Mikaela Shiffrin, who advised brands on stage that equity-based collaborations are “one of the most surefire ways to create a really authentic connection and partnership” with this new class of renaissance entrepreneurs. But don’t just chase the biggest names. Both Johnson and Mark Kirkham, CMO of Pepsi International, spoke on stage about the need for more “grassroots” partnerships, or brands partnering early with up-and-coming stars. Watch all sessions from SPORT BEACH here.
3. DEBUNKING MARKETING’S EMERGING TECH PROBLEM: “Entertainment is a reflection of culture,” says GALE Managing Director, Creative and Entertainment Lions Jury President Geoff Edwards. So as culture changes and moves, so entertainment changes and progresses, and the category evolves as well. With consumers rebelling against intrusive ads, the focus on branded entertainment at Cannes has been on the rise in recent years. “But getting entertainment right requires more than being entertaining,” Edwards reminds us. Successful entertainment finds narratives that are captivating and uniquely convey the brand’s message. And the impact of technology in this realm is profound, with each year introducing new platforms, partnerships, and ways to experience content. “When it’s done well, [entertainment] is the most powerful force on Earth. Plus, it changes every year, because the entertainment industry changes every year. Technology, film, episodic, documentary, live experiences, gaming and music make this an exciting and interesting category.” Learn more from Geoff here.

ALL THE ACTION, NONE OF THE SWEAT

Relive every moment from Stagwell’s SPORT BEACH at the Cannes Lions International Festival of Creativity – without moving an inch. Stream mainstage sessions and interviews from the Content Studio on YouTube here. 

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Download the Official SPORT BEACH App 

Stay in the loop on all things SPORT BEACH 2024 by downloading our app today. The app allows you to view events, create your personalized schedule, browse the star-studded speaker line-up, and find all the information you need. There is even an AI-powered chatbot to help you make every moment count.

Three Quick Things: Our Cannes Lions Predictions

Brace yourself for discussions around the festival with our quick primer on the three trends (not named AI…) that we expect to dominate Cannes Lions this year. Click the image below to read the article.

SPORT BEACH Play-by-Play 

Get the download on today’s activities on the beach – stop by, say hello, and maybe break a sweat. You can always view the full SPORT BEACH schedule here.

• Runner’s World x Saucony Monday Run Club | 7:30 AM – 8:30 AM | Off-site | Shake off the jet lag with a 3-mile loop through the heart of Cannes, led by Runner’s World’s Runner-in-Chief and Team Saucony.
• Breakfast Hosted by the Ad Council: What CMOs Need to Know About The Mental Health Crisis | 9:00 AM -10:30 AM | Sky Deck | Join SPORT BEACH and Hearst for an exclusive look at the Ad Council’s Mental Health Initiative, featuring Heidi Arthur, Rich Dorment, Todd Haskell, Ryan Linder, and NFL great Brandon Marshall. 
• Pickleball Clinic with Patrick Mouratoglou | 9:30 AM -10:30 AM | Main Court | Sharpen your pickleball skills with legendary tennis coach Patrick Mouratoglou, who has coached greats like Serena Williams and Holger Rune.
• Dirt is Good: Resilience as a Key Success Driver | 11:00 AM – 11:30 AM | Stage | Join Unilever in conversation with Real Madrid great Roberto Carlos and legendary tennis coach Patrick Mouratoglou to discuss resilience and its correlation to success in life, sports, and business. 
• Let’s Get Loud: The Sound of Sport, from Fans to Brands | 11:30 AM – 12:00 PM | Court | No matter what sport, what city or what country, the sound of sport is unmistakable – and essential to the experience as a fan. Learn how brands are supporting this element of sport, and how its evolving for an elevated consumer. 
• The Future of Winter Sports Competition | 12:00 PM – 12:30 PM | Stage | Five-time Olympian Shaun White will be joined by business partner Jim Miller to discuss snowboarding’s growing cultural prominence and provide a sneak peek into some exciting snow-based news. 
• It’s a Win-Win: Why Sponsorships Make Sense | 12:30 PM – 1:00 PM | Stage | Hear from top brands on why their sports partnerships make sense, and how they measure KPIs. Lioness goalkeeper Mary Earps will bring the athlete POV, digging into how brands can best leverage athletes to bring these partnerships to life for fans. 
• Guinness x Sport: Building Vibrant Communities with The Premier League and Guinness Six Nations | 1:00 PM – 1:30 PM | Stage | Hear the perspective of an iconic brand (Guinness) & athlete (Frank Lampard) on how to capture the infectious passion of football and rugby to bring communities together and how Guinness is using sport as a creative force for good.
• #UnitedbySnapdragon: Manchester United and Qualcomm Level Up | 1:30 PM – 2:00 PM | Stage | Join Manchester United legend Eric Cantona and Qualcomm CMO Don McGuire ahead of the Snapdragon brand’s debut on the front of Manchester United’s kit for the upcoming season. 
• Whose Job Is It Anyways? Driving Equity in Sport | 2:00 PM – 2:30 PM | Stage | This panel will explore the specific role brands can and should play as we drive for equity in sport, featuring WNBA legend Sue Bird in conversation with State Farm, Marriott and Amazon.
• We Play Different: Alex Honnold x The North Face | 2:30 PM – 3:00 PM | Stage | This conversation will delve into how the “Playing Different” mantra dictates how both The North Face and Honnold approach exploration.
• The Halfway Line: The Brands & Athletes Driving Women’s Sport Forward | 3:00 PM – 3:30 PM | Stage | The greateast female ski racer of all time Mikaela Shiffrin and Mark Kirkham from PepsiCo will share their perspectives on how we can cover more ground for women in sports today.
• Business of Sports w/ AJ Andrews | 4:00 PM – 5:00 PM | Content Studio | Join ReachTV’s AJ Andrews as she takes a deep dive into the trillion dollar business of sports. From athletes to executives, each guest will share their unique business perspective on how sports has evolved beyond the game. 
• Open Play x Epidemic Sound | 4:00 PM – 6:00 PM | Court | Join us to wrap up your first day of Cannes with Open Play, soundtracked by Epidemic Sound, including a live guest DJ and musical guest from their catalogue of royalty-free artists.
• Cocktails with BxP | 4:00 PM – 6:00 PM | Fan Zone | Cocktail reception hosted by Stagwell’s Brand Performance Network. Please note, this event is invite only.
• Clio Sports Honorary Awards Dinner | 7:30 – 10:30 PM | Main Court | Please note, this event is invite only. 

On the Mainstage: Navigating Emerging Tech with Chairman and CEO Mark Penn 

Off the beach, Stagwell Chairman and CEO Mark Penn will take the Rotonde Stage on the Cannes Lions Innovation track for a keynote on how marketers can apply contrarian thinking to navigate emerging technology hype. Get all the details here. 

Catch other speakers from across the Stagwell network around the festival today: 

• 72andSunny’s Damaune Journey at Playing to Win: Made on Culture @ Culture Mix | 1:00 PM | Culture Mix Cannes | Learn More.
• Code and Theory’s Dan Gardner at ADWEEK House: You’re Using AI for That, Right? Delivering Creative Excellence with Artificial and Human Intelligence | 2:00 PM | 3.14 Rooftop | Explore the balance between data-driven decision-making and emotional connection. | Register

Stay Connected

Team Stagwell is on the ground at Cannes, ready to cover the Palais, fringe stages, and maybe even a yacht or two, bringing you the latest insights from the festival. Keep up with the latest, and reach out if you have questions or requests.

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1. ALL ROADS WILL LEAD BACK TO SOCIAL: At Cannes, two key discussions will shape future investments in the social media space, where ad spend is set to surge in 2024, led by TikTok (anticipated to grow 38%) and Instagram. First is the future of social video. As the popularity of bite-sized videos diminishes and Gen Z gravitates towards longer-form content (although this mainly just means 90-second videos), expect significant discussions about new monetization and creative opportunities in social video. We’ll also be keeping an eye on how marketers view the viability of “challenger” platforms like TikTok, which have built incredible momentum in recent years but face a shifting regulatory and consumer landscape in the U.S. and abroad. Learn more about what social-savvy brands can do to prepare for the future in this blog from Movers+Shakers CEO Evan Horowitz.  
2. BRANDS WILL GET SCHOOLED ON THE RIGHT ATHLETE SPONSORSHIP PLAYS: Today’s athletes are multi-hyphenate leaders and aspirational figures who excel in business, media, nonprofits, and more, far beyond their achievements on the field. As the Cannes spotlight turns to sports, be sure to attend SPORT BEACH panels such as “It’s a Win-Win: Why Sponsorships Make Sense” with Channel Factory and Relo Metrics, and mainstage events such as “The Rapid Evolution of Athletes as Brand Builders” with the NFL. These sessions will guide brands on shifting from a brand ambassador approach to a true partnership mindset when collaborating with athletes. By involving athletes in product development, marketing strategies, experiential initiatives, and impact-driven projects, brands can benefit from their unique perspectives and vast audiences. Brush up on this shifting dynamic by streaming our SXSW 2024 talk, “Athlete as a Brand: Creating Authentic Connections.” 
3. MARKETERS WILL TRULY PLUG INTO GAMING: Marketers are no longer overlooking gaming and e-sports, which boast 3.3 billion gamers globally and will reach $4.3 billion in global ad revenue this year. With immersive consumer experiences now a priority for brands, gaming is the perfect market. Keep an eye out at Cannes for insights emerging from campaigns that win big at the Entertainment Lions for Gaming and Brand Experience & Activation categories. Their success will demystify the nascent big-C creative and performance media opportunities. You also won’t want to miss Stagwell’s GALE in conversation with Lenovo, Activision Blizzard, and the National Women’s Soccer League at SPORT BEACH on Tuesday on the future of consoles and community. One other thing to track: 2023 was a big year for the convergence of gaming, marketing, and branded entertainment, as massive titles like the Super Mario Bros. movie and “The Last of Us” translated into branding opportunities galore. Brush up on the insights with National Research Group’s whitepaper, “Why Video Games are the New Frontier for Hollywood.” 

Follow the Buzz from SPORT BEACH

Join us on LinkedIn, Twitter, Instagram, and YouTube as the Stagwell network hits the ground at Cannes Lions and brings to life SPORT BEACH, our flagship activation home to 50+ of the most renowned athletes, brands and cultural icons coming together around the power of sport and its massive global impact on business and culture. 

Learn more and register at https://www.sportbeach.com/. 

ABOUT COLLE MCVOY

Colle McVoy (CM) is a full-service creative agency that builds enduring relationships between forward-thinking brands and people. We believe this time of rapid change is filled with opportunities, so we constantly strive to push the boundaries of creativity, pressure-test best practices and create new brand futures. As a Certified B Corporation, we believe a better future means we have a responsibility to use our expertise as a force for good to benefit all people, communities and the planet.

Frontiers in Focus

Want to explore more of the frontiers of marketing? View more of our work on the cutting edge of AI and immersive brand experiences here. 

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We’re sure you’ve heard about JOMO (the joy of missing out). Here’s the reality: It’s one thing to miss out, it’s an entirely different thing to find the joy in it. 

To reinforce La-Z-Boy’s new platform, Long Live the Lazy, Colle McVoy’s creative technology team designed and fabricated “The Decliner,” a first-of-its-kind recliner allowing owners to AI-generate a cancellation excuse via SMS simply by pulling the handle. 36,000+ people signed up for a chance to win their own Decliner just in time for National Lazy Day as part of the earned creative brand act. 

Our Approach to Transformation

For a chance to put their feet up with AI assistance and La-Z-Boy style, people were asked to submit the most creative excuses they’ve ever used to protect their JOMO. And, influencers created content to amplify attention to the contest. The innovation was a technological hack—with 225 lines of code directing the AI server and 344 lines for each fabricated chair. An indicator of sorts had to be fashioned to let people know requests were processing, which took the form of an LED-lined puck at the handle base. The tech choices needed to be as reliable as the chairs themselves and couldn’t disrupt La-Z-Boy’s comfort and durability standards.

Our Impact

Colle McVoy drove 1.1B media impressions across 317 placements in the likes of USA Today, Better Homes & Gardens, Architectural Digest and more. People definitely put their feet up, juicing La-Z-Boy’s website traffic by 200% and increasing brand sales by 50% during the first weekend of the campaign.

The La-Z-Boy Decliner has gone on to win several awards, including Best in Technology at the 2023 PRWeek Awards and Best in Research & Consumer Insights in MediaPost’s Planning & Buying Awards. Nearly 13,000 cancellations have been sent by Decliner owners, giddy with AI-assisted JOMO. 

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals.