Cannes Briefing: Optimism in the margins

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After a week defined by contradictions — lavish $10 million beachfront activations against a backdrop of economy anxiety, AI buzz alongside quiet budget cuts — the industry seemed to settle on an unexpected but familiar note: optimism.

That’s the Cannes trick after all. It’s a place where tensions coexists with spectacle. Where marketing leaders sip champagne while talking about efficiency mandates. Where every sunset panel is both a flex and a therapy session. This year, the contrast felt sharper — but also more honest.

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