Agency Campaign: Cannes Report – DemandScience

The article you’re about to dive into takes a tough have a look at the evolving intersection of AI disruption and macroeconomic uncertainty, and the way each are reshaping the panorama for media and promoting. From price range stress to expertise upheaval and tech whiplash, the challenges are actual and rising. However it’s not all doom and digital gloom. Amid the turbulence lie actual alternatives, for these agile sufficient to adapt, sensible sufficient to leverage AI strategically, and daring sufficient to steer the transformation.

The submit evaluation of the 2025 Cannes Lions and opinions have been surfacing in droves for the reason that finish of June. No shock, this yr’s Cannes Lions felt like a gaggle remedy session for businesses and entrepreneurs attempting to make peace with their AI overlords. Sure, robots are right here—and so they’re producing headlines, scripts, and perhaps even a couple of existential crises. Cannes competitors classes for this yr have expanded however “little question, each class has been affected by generative synthetic intelligence “Gen AI.” As businesses and their shoppers face the AI threshold for implementation, some headwinds have surfaced that company leaders ought to think about.  

The June 2025 replace of the MAGNA International Promoting Forecast reveals that whereas world advert income continues to develop, projected at round 7% for the yr, the tempo is average in comparison with the current post-pandemic surge. Digital promoting stays the dominant pressure, now commanding roughly 70% of complete spend, fueled by retail media networks, AI-driven efficiency advertising and marketing, and the continued reputation of short-form video codecs like TikTok and YouTube Shorts. Linked TV can be gaining momentum as conventional linear TV and print media proceed to say no. Regardless of regular development, the business faces headwinds together with financial uncertainty, regulatory tightening (particularly round information privateness and cookie deprecation), and geopolitical instability. Regionally, the U.S. leads with resilience because of strong political and tech sector advert spend, whereas APAC and LATAM markets are seeing sooner development as a result of mobile-first client conduct and e-commerce enlargement. Europe stays regular however is extra weak to financial fluctuations. General, the report paints an image of an business evolving strategically to steadiness innovation with accountability and efficiency. Because the businesses goal to attain strategic steadiness that little question AI can handle, the chance for businesses and acceleration might contain white labeling.

Let’s have a look at the commonest GTM channels in B2B and when to make use of every. 

The Method We Measure Time and Productiveness Is Shifting with AI

Bear in mind when businesses billed by the hour like attorneys with cooler garments? These days are trying numbered. AI can now whip up 1000’s of adverts in much less time than it takes a junior copywriter to open a Figma file. Companies constructed on time-based pricing fashions are actually nervously sipping oat milk lattes whereas attempting to persuade shoppers that human considering nonetheless takes time even when AI simply wrote 5 marketing campaign ideas throughout their lavatory break. 

Companies Are Absorbing the Value of AI to Keep Aggressive

Many businesses are quietly footing the AI invoice themselves. As a substitute of charging shoppers for the flamboyant instruments that make their campaigns sooner, smarter, and infrequently sentient, they’re absorbing the fee prefer it’s a free trial that by no means ends. It’s like giving shoppers a Ferrari journey and pretending you borrowed it from a pal, all whereas making automobile funds behind the scenes.

AI Is Altering How We Work, However Folks Nonetheless Play a Important Position

Whereas AI might increase productiveness, it’s additionally boosting HR nervousness. Will copywriters turn into immediate engineers? Will artwork administrators get replaced by Midjourney? Companies are scrambling to reskill their groups so people can “collaborate” with AI, which is company communicate for not getting changed by it. Fortunately, even the robots appear to agree they will do so much, however they nonetheless want a human contact to make issues make sense (and really feel one thing).

AI Can’t Ship Worth With out High quality Information

You’d assume feeding an AI 1000’s of knowledge factors would make it smarter. Nope. With out context, AI simply turns right into a well-spoken parrot with no concept what it’s saying. Companies are drowning in information; however a lot of it’s a steaming pile of “meh.” Till somebody figures out the way to clear and contextualize that mess. It’s nonetheless rubbish in, rubbish out. Which, coincidentally, additionally describes lots of late-stage marketing campaign revisions.

CMOs Need Transparency in AI-Pushed Advertising

Whereas businesses cozy as much as AI giants like Google, Adobe, and AWS, their shoppers are asking awkward questions like, “What precisely am I paying for?” and “Why does this advert sound prefer it was written by HAL 9000?” CMOs need transparency. If AI is concerned, they wish to know what it’s doing, how a lot it prices, and whether or not it’s about to unionize. With out clearer solutions, shopper belief may begin to fray like a poorly optimized banner advert.  

Integrating AI Into Workflows Is Simpler Stated Than Completed

With rising stress to attain extra with fewer assets, understanding the place to take a position price range has by no means been extra crucial. We mix superior know-how and enriched information to drive the outcomes your shoppers care about most. In a single instance, we helped a shopper increase their goal account checklist by 75% by uncovering high-potential accounts that had beforehand gone unnoticed. These have been recognized by means of intent alerts, which have been accounts actively researching the issues our shopper’s answer may clear up. We then broadened job title protection inside these accounts to enhance attain and relevance. The consequence? A 75% improve in TAL and a 35% increase in each marketing campaign engagement and lead quantity demonstrated the ability of smarter concentrating on and strategic information software. Whether or not you’re going through stress to show ROI, adapt to AI, or unify disconnected information, DemandScience is the companion that makes demand technology easier, smarter, and extra worthwhile. 

Companies Speed up with AI White Labeling

In right now’s digital jungle—the place algorithms transfer sooner than interns at espresso runs, white-label AI is the key sauce businesses didn’t know they wanted. Neglect constructing tech from scratch (who has the time or price range for that?). With plug-and-play AI platforms you may slap your emblem on, businesses are actually scaling like startup unicorns and padding revenue margins like execs. It’s like exhibiting as much as a potluck with a store-bought pie and nonetheless getting requested for the recipe. New income streams? Take into account them formally unlocked.

White-labeling AI know-how presents a strategic alternative for advert and media businesses to increase their capabilities, streamline operations, and strengthen their market place.2 It permits businesses to broaden their service choices and income streams by integrating superior AI options like website positioning audits, automated advert creation, and analytics below their very own model. This makes them all-in-one suppliers and creates new enchancment and shopper acquisition alternatives.

Second, white-label AI drives better effectivity and scalability. By automating repetitive duties resembling content material technology, information evaluation, and reporting, businesses can focus extra on artistic technique. These options additionally scale simply with rising shopper calls for and permit for sooner service deployment, giving businesses a aggressive edge in a fast-moving market.

Lastly, it’s a cheap and brand-enhancing answer. Companies can sidestep the excessive prices and complexities of constructing AI instruments from scratch whereas nonetheless delivering cutting-edge, personalised experiences that increase shopper satisfaction. With rebrand-able interfaces, businesses keep constant branding and showcase innovation finally standing out in a crowded, tech-driven advertising and marketing panorama.

DemandScience Cannes assist…

DemandScience gives outcome-based companies that promoting and media businesses can resell or white-label eradicating tech complexity and enabling groups to deal with high-value technique. As a substitute of hiring or coaching ops assets, businesses plug right into a full-service engine that features content material syndication, multi-channel promoting, internet personalization, and extra. No onboarding or adoption of latest instruments, dashboards and so forth.

AI disruption is actual, however DemandScience turns it into a bonus vs. concern. Our proprietary Insights platform enriches information, surfaces shopping for alerts, and proactively recommends mid-flight marketing campaign optimizations. No extra fragmented reporting, guide analysis, or siloed metrics. Only one view—powered by AI however guided by human technique. As Digiday highlights, entrepreneurs now have entry to extra information than ever however with out the correct context, it rapidly turns into a case of “rubbish in, rubbish out.” At DemandScience, we take a methodical strategy to how information is collected, structured, and interpreted. We’re intentional about what goes into our AI fashions, how we analyze the outcomes, and—most significantly—what insights we floor to shoppers. Whereas we use AI, we practice our fashions on small language fashions that precisely symbolize what B2B entrepreneurs care about. Giant language fashions result in generic outcomes, however the firm’s fashions’ residence in on what businesses care about and assist break by means of the ocean of sameness that AI tends to generate. The consequence isn’t just extra information, however smarter, extra actionable intelligence that drives significant outcomes.

Conventional reporting usually captures solely the info generated throughout a particular marketing campaign leaving entrepreneurs with an incomplete view and insights that exist in a vacuum. Whereas useful to a level, this static, after-the-fact strategy falls quick in right now’s fast-moving market. To maintain tempo with evolving circumstances, businesses want dynamic, real-time intelligence. DemandScience helps businesses break away from information overload and static limitations by delivering enriched, validated insights drawn from firmographics, technographics, 1st- and Third-party intent, and aggressive alerts. Our information spans geographies, personas, job features, and even identifies key influencers and decision-makers inside goal accounts. We overlay our marketing campaign reporting with altering market circumstances, so campaigns will not be reported on in isolation.  

Case Highlight: Forcura’s Pipeline Surge with Built-in GTM Technique

In a world saturated with dashboards and metrics, alerts usually get misplaced within the noise. Our focus is on high quality over amount surfacing solely probably the most related insights, as they occur, to assist agile decision-making. And whereas our automation streamlines the complexity, it doesn’t change human creativity, it amplifies it. We empower businesses to ship hyper-targeted campaigns with strategic precision and measurable outcomes. The purpose is to succeed in shopping for committees on the proper time with related, particular content material and messaging that speaks to that persona. For instance, WaveMark was working a lead-based course of, the workforce wanted to succeed in prospects not solely earlier however ship extremely focused content material and messaging to sway their resolution. With DemandScience, WaveMark revamped their GTM technique by figuring out ICP accounts earlier within the journey and tailoring content material and messaging to remodel advertising and marketing into an affect driver.

Key Outcomes

Since this transformation, WaveMark has elevated marketing-influenced pipeline alternatives by 417% whereas shortening a once-lengthy gross sales cycle by 39%

Wrapping It Up

With rising stress to attain extra with fewer assets, understanding the place to take a position price range has by no means been extra crucial. We mix superior know-how and enriched information to drive the outcomes your shoppers care about most. In a single instance, we helped a shopper expand their target account list by 75% by uncovering high-potential accounts that had beforehand gone unnoticed. These have been recognized by means of intent alerts, which have been accounts actively researching the issues our shopper’s answer may clear up. We then broadened job title protection inside these accounts to enhance attain and relevance. The consequence? A 75% improve in TAL and a 35% increase in each marketing campaign engagement and lead quantity demonstrated the ability of smarter concentrating on and strategic information software. Whether or not you’re going through stress to show ROI, adapt to AI, or unify disconnected information, DemandScience is the companion that makes demand technology easier, smarter, and extra worthwhile.