Creativity over Clicks: Reclaiming Retail Media for Brand Building

While we celebrate Lion winners inside the Palais, a US$150bn reality unfolds along the Croisette: retail media is the fastest-growing advertising channel yet largely a blank creative canvas. How do we ensure brand equity doesn’t become an afterthought to the “Buy Now” button?

In an exclusive debut, Mars and Ipsos unveil a new frontier: The Shoppable Masterpiece.

This session challenges the industry to reclaim the retail feed and illustrates why leading brands must expand consumer relationships for a new era of value creation. Learn how Mars is transforming the shopper journey into a seamlessly connected experience and why creativity remains the ultimate growth lever.

• How to champion brand-led creative as the primary driver of long-term growth, even in transactional environments.
• How can brands ensure their retail presence builds equity rather than eroding the brand’s soul?
• How can you transform sponsored video and social-commerce placements into brand experiences that connect with the next generation of consumers?