At this year's Cannes Lions advertising festival, senior marketing executives from Netflix, Unilever, Lego, and Electronic Arts gathered with Variety and Canva to discuss how major brands are reaching audiences globally. According to day one of the summit, the conversation centered on using entertainment to amplify brand voice, strategies for engaging Generation Z consumers, and how the industry is adapting to shifting media habits. The discussion underscored a broader industry shift as brands invest in more integrated, entertainment-focused marketing approaches to cut through the noise.

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