Post by TBWA\Raad

Yesterday, our Chief Creative Officer Derek Green joined the opening session of AdForum's MyLions daily chat series at Cannes Lions International Festival of Creativity for a conversation on culture, creativity and connection. As brands navigate an increasingly connected world, the discussion explored what it takes to remain culturally relevant and why the most impactful ideas are often rooted in authentic local insights. Derek brought a Middle Eastern perspective to the conversation, reflecting on the region's creative momentum and ambition, and sharing how culturally grounded work can resonate far beyond its market of origin. He also offered a behind-the-scenes perspective on judging Industry Craft, where the challenge is not only identifying great ideas, but recognising the exceptional craft that brings them to life and amplify their impact. Thank you AdForum and MyLions team for having us! 🔗 Watch full episode: https://lnkd.in/eSjZrhpT Mark Tungate #CannesLions2026 #MyLions #AdForum #TBWARAAD