The PR Week: 7.23.2026 - Taj Reid, Burson

In beautiful Cannes, France, one of the most interesting places during the Cannes Lions International Festival of Creativity is actually a basement — because that’s where the shortlisted campaign case studies are. 

The latest guest on The PR Week, Taj Reid, global chief creative officer at Burson, talks about that and much more, including how Burson and VML won the PR Lions Grand Prix for their work for client KitKat. Reid also chats about unconventional paths into the industry, AI’s impact on creativity and inspirational work. 

Plus, PRWeek’s Carina Cole talks about winners and losers from the World Cup — that’s to say brand winners and losers — and effective tournament marketing by players, countries and fans.

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