At this year’s Cannes Lions International Festival of Creativity, the spotlight was firmly on how brands are navigating an ever-changing media landscape increasingly shaped by AI, internet culture, and moments that can go viral overnight for entirely unexpected reasons.
Among the executives in attendance was Dorothée Gardon, the Global Marketing Strategy & Integrated Media Director at IKEA, who spoke to Euronews Culture about how the company is navigating innovation, affordability, and viral culture in an increasingly fast-moving media landscape.
