Louise McEwen, CMO of McLaren Racing, joins Edelman’s Jackie Cooper at Cannes Lions to discuss how her brand builds emotional connection with fans, drives cultural relevance, and balances heritage with innovation. She reflects on the importance of instilling trust through inclusive experiences and a fan-first mindset, while always honoring the brand’s racing legacy.
Marketers are shifting budget from paid media toward in-person reps because a single well-informed conversation now often outperforms another thousand impressions.
It seems like everyone’s a creator now, and it’s not just because they want to be social media stars. It comes down to how today’s consumers shop.
The definition of an NFL fan has changed, and so has the map of where fans are actually watching.