Cannes Lions 2026: The Future of Advertising, AI and Why Trust Is Everything | Fredrik Borestrom, International Advertising Association

“If you want to go fast, go alone. If you're going to go far, go together.”

Recorded live at Cannes Lions 2026, this episode of The Business of Marketing explores what it takes to unite a global advertising industry facing mounting pressures from AI and economic uncertainty to sustainability, talent and proving marketing’s value.

Host Justin Cooke interviews Fredrik Borestrom, Global President and Chair of the International Advertising Association (IAA), about why the industry needs more than conversations about change. It needs collaboration, accountability and action. Drawing on his experience building partnerships, leading international organisations and working across markets, he explains how creativity can solve real-world problems, why trust is built through consistent action, and how brands can create long-term value rather than chase short-term gains.

From making advertising more sustainable to widening access to talent and building partnerships that deliver mutual value, Fredrik makes the case for a more connected, responsible and representative industry.

In this episode, we discuss:

• AI and the future of advertising: How the industry can navigate rapid technological change together.

• Proving marketing’s value: Why demonstrating ROI remains a critical challenge for brands and agencies.

• Creativity beyond the usual markets: What the rest of the world can teach the industry about doing more with less.

• Sustainable advertising: How better creative, smarter media choices and shared measurement frameworks can reduce environmental impact.

• The future of talent: Why widening access and building diverse, representative teams matters.

• Partnerships that last: The importance of mutual value, flexibility and trust.

• Building for the long term: Why sustainable business growth sometimes means turning down the wrong deal.

• The role of industry bodies: How global collaboration can help turn shared challenges into meaningful progress.