For their final morning at “Camp Cannes,” Katy Hornaday is joined by Matt McNulty, Doug Hentges, and head of production Melany Esfeld to recap the festival’s final stretch. Fresh off a three-Lion win for Burger King, the crew breaks down standout creative work, including VML London’s reactive KitKat Heist and a powerful, boundary-breaking victory for Venezuela. Katy and Melany share key takeaways from hosting their second annual all-female leadership “Supper Club,” discussing the industry shift from competition to community, the power of relentless female visionaries, and why protecting personal wellness actually makes the work better. Finally, the team looks ahead to the future of the industry—celebrating “human-made” ideas over AI parlor tricks, defining why the best advertising doesn’t actually feel like advertising, and checking off the last boxes on their festival bingo card. Thanks for joining us at the cabin…
What the World Cup Reveals About Effective Sales Promotions
Any global event, whether sport or entertainment, creates the same temptation for brands to prioritise presence over purpose. But the biggest lesson from this World Cup is not that brands need to shout louder, it is that promotional activity performs best when it reflects how people actually experience the tournament.



