Overview of Cannes Lions’ battle of the brands: Starbucks’ stumble, World Cup ads, and more
This episode of Rapid Response features Bob Safian in conversation with Dara Treseder, CMO of Autodesk, live from Cannes Lions. They unpack the biggest marketing and advertising themes of the moment: how AI is changing brand strategy, why transparency matters more than ever, the rising influence of creators and earned media, and which campaigns are winning attention across brands like Adidas, Nike, Starbucks, and more. The discussion also touches on the growing strategic power of CMOs, the importance of brand trust, and why human creativity still needs to lead in an AI-shaped world.
Key Themes and Takeaways
AI is raising the floor, but human creativity still raises the ceiling
- Dara argues that AI is making average work easier and more abundant, but human ingenuity, taste, and discernment are what create exceptional work.
- Her core view: AI should support humans, not replace them.
- She distinguishes between:
- Syntax: where AI can help with process and execution
- Semantics: where humans should remain in control of meaning and creative direction
Transparency is now a trust requirement
- Dara stresses that brands should acknowledge when AI is used in campaigns or content.
- If consumers discover undisclosed AI use later, they may feel deceived.
- She says good governance and transparency create stronger guardrails and better decision-making.
Marketing is increasingly about “priming and proving”
- One of the most memorable frameworks in the episode:
- Prime the market with relevance and emotional resonance
- Prove credibility through third-party validation, reviews, and ecosystem trust
- Dara says LLMs and AI search are reshaping discovery, so brands must now optimize not just for people, but also for how AI systems surface information.
CMOs are becoming broader business leaders
- The role of the CMO is expanding beyond communications into:
- revenue accountability
- digital business
- customer experience
- AI adoption
- enterprise strategy
- Dara says the best companies treat CMOs as strategic partners, not just marketers.
- She also notes the growing path from CMO to CEO.
Campaigns and Brand Battles Discussed
Adidas vs. Nike at the World Cup
- Dara breaks down the two brands as different but equally effective:
- Adidas leaned into nostalgia, detailed storytelling, and brand ownability.
- Nike moved at the “speed of culture,” capturing real-time energy and turning cultural moments into creative assets.
- Her takeaway: both campaigns worked because they stayed true to each brand’s identity.
Adidas and Oasis as a standout collaboration
- Dara highlights the Adidas x Oasis collaboration as an example of a partnership that was:
- culturally relevant
- mutually beneficial
- rooted in shared brand equity
- She sees the best collaborations as design principles, not just distribution tactics.
Starbucks Korea: a cautionary tale
- The episode references Starbucks’ controversial campaign in South Korea tied to a sensitive historical event.
- Dara argues this was less an AI failure than a systems failure:
- weak review processes
- missing checks and balances
- too much speed, not enough governance
- Her key point: velocity and governance must coexist.
Delonghi’s coffee campaign
- Dara praises Delonghi for turning a product campaign into an experience that brought the feeling of a coffee shop into the home.
- She sees this as a strong example of:
- craftsmanship
- emotional resonance
- authentic brand storytelling
Broader Industry Trends
The creator economy is still expanding
- Dara says creator marketing is not peaking anytime soon.
- She sees creators as both:
- earned media
- collaborators
- Some creators function like media channels; others are best used as creative partners.
- Brands are increasingly designing campaigns around creator participation from the start.
Earned media matters more in an AI-search world
- Since AI systems may surface third-party commentary and reviews, brands need to think harder about:
- YouTube
- influencer validation
- community advocacy
- The old balance between owned and earned media is shifting toward earned influence.
Luxury brands face a delicate balancing act
- Dara notes that high-end brands can collaborate or go more mainstream, but they must protect their premium identity.
- Limited-edition capsules and carefully bounded partnerships help them stay culturally relevant without diluting the core brand.
Brand, Personality, and the Cult of the Founder
Elon Musk as a brand
- Dara describes Musk as a prime example of cult of personality branding.
- In tech especially, the leader’s public persona increasingly shapes:
- investor perception
- product belief
- brand credibility
- People may buy into the person first, and the product second.
CEO celebrity is now part of growth strategy
- She suggests that executive visibility is becoming a standard lever for tech brands.
- Founders and senior leaders are often expected to build their own followings as part of company growth.
Leadership, Talent, and the Future of Work
Invest in people, especially the next generation
- Dara closes by emphasizing the importance of preparing workers for an AI-driven economy.
- Autodesk recently committed major funding to help train and credential the next generation for AI-era jobs.
- Her message to companies:
- invest internally and externally
- help people adapt
- think long term, not just about short-term efficiency
Don’t automate away the important thinking
- The episode ends with a strong reminder:
- use AI for speed and support
- but do not outsource the critical moments that require judgment, taste, or reflection
- Dara’s memorable line: “You can’t be a thought leader without a thought.”
Bottom Line
This conversation frames Cannes Lions as a snapshot of the marketing industry’s current tension: AI is everywhere, but the winners are still the brands that combine technology with human judgment, brand authenticity, strong storytelling, and trust. Whether discussing World Cup ads, creator strategy, or AI governance, Dara’s central message is consistent: the brands that thrive will be the ones that stay culturally relevant, operationally disciplined, and unmistakably human.