The Agency Behind Cannes' Biggest Shift? Why Everyone Is Watching 72andSunny This Week

When people think of Cannes Lions, they often think of award-winning ads.

But one of the most interesting stories at this year's festival isn't a campaign. It's a shift in how brands are approaching culture itself.

At the centre of that conversation is 72andSunny.

The agency helped originate the idea behind SPORT BEACH, now one of the most influential destinations at Cannes and a platform that brings together brands, athletes, creators and marketers to discuss the future of engagement. What started as an agency concept has evolved into a major business and cultural platform for Stagwell.

Why does that matter?

Because many of the biggest conversations at Cannes 2026 are no longer about media buying, reach or impressions. They're about fandom, community and cultural relevance.

This year marks the launch of LIONS Sport, recognising the growing role sport plays in marketing and creativity. The thinking behind it is simple: brands are moving from audiences to communities and from visibility to participation.

It's also why SPORT BEACH has become such a focal point. The programme is built around the idea that sport is one of the few places where brands can still create genuine emotional connection and shared experiences.

For agencies, there's a bigger takeaway.

The work gaining attention isn't necessarily the loudest. It's the work that earns a place in culture, taps into existing communities and gives people something meaningful to engage with.

If Cannes 2026 tells us anything, it's that the future of marketing may have less to do with interruption and more to do with participation.

As Cannes continues to shape the conversation around creativity, culture and community, we're keeping a close eye on what it means for agencies and brands alike.

If you're thinking about future talent needs, team structure or where the market is heading, let's start a conversation.