+20
countries at the CEO Roundtables. Holding groups and independents from LATAM, Brazil and the United States.
Free eBook | Cannes Lions
5 Insights We Took Away from Cannes
CEO Roundtables. Leaders from more than twenty countries.
One conversation that never stopped: how to transform without breaking.
What you'll read
Five tensions that define
this moment in the industry.
- 01AI maturity
AI is already running the operation, but maturity isn't there yet
- 02Talent
Talent isn't replaced, it's amplified
- 03Structures
Holdcos vs. independents: no structure wins by default
- 04Fees
AI gives the client more leverage to push on fees than it gives the agency to defend them
- 05Human value
What can't be commoditized
Who is it for?
For everyone working at an agency who has to decide with numbers.
This isn't a trends report to read and file away. These are conversations between peers about decisions that have to be made this year.
Where it comes from
From what we discussed with leaders from more than twenty countries
at
CEO Round Table Latam
CEO Round Table Brasil
CEO Round Table US
Agencies that took part
5
tensions that came up again and again, table after table, all week long in Cannes.
Data from the COR Report 2026
Almost every agency uses AI.
Very few measure its impact.
Usage vs. measurement
95.6%
already use AI somewhere in their operation
2.6%
have it integrated with measured impact
Time saved vs. margin
80%
see time savings from AI
20%
turn that time into profitability
Pressure vs. argument
2 in 3
name profitability as their main operational challenge
8.3%
used AI as an argument to defend or raise fees
Free eBook
The Cannes conversations
in just a few pages.
Five tensions, data from 18 countries and the questions agency leaders are asking right now.