At Merge’s Cannes Lions Marketing Update - Integrating AI, Nostalgia & the 5 Economies: A Modern Marketing Playbook
At Cannes Lions, CMOs from leading brands discussed AI’s evolving role in marketing. A recent Business Insider article highlights how AI tools are being used to optimize workflows, tailor customer experiences, and analyze consumer insights—yet marketing stakeholders are still refining how AI delivers real business outcomes.
Let’s be clear, AI isn’t a replacement for creativity—but it's absolutely a creative ally. By accelerating ideation, enabling dynamic personalization, and uncovering hidden behavioral patterns, AI frees up teams to focus on human insights and strategic storytelling.
Another trend stealing the spotlight at Cannes.. Nostalgia marketing. Brands are using nostalgia to evoke genuine emotional responses, especially among Gen Z and Millennials. The auto industry found success in invoking nostalgia through reimagined classics, and now that passion for the familiar is crossing into other industries. Unlike gimmicky throwbacks, the most effective campaigns use nostalgia intentionally—rooted in data that tells which cultural moments resonate most deeply. The result: stronger brand loyalty and emotional connection.
Speaker Jim O’Leary of Weber Shandwick took the stage to introduce a unified framework: the 5 economies shaping marketing’s future:
Attention Economy: Competition for fleeting moments of consumer focus.
Creator Economy: Creators now outshine brands in cultural influence.
Stakeholder Economy: Brands are judged by both social stance and business actions.
Experience Economy: Consumers expect immersive, seamless experiences.
Intelligence Economy: AI is becoming central to strategy across the board.
Brands that understand and integrate across these economies will be best positioned for sustainable success.
To thrive in this landscape, marketing leaders should:
Use AI as a creative amplifier: augment ideation, personalize messaging, and analyze insights.
Leverage nostalgia with purpose: use insight-driven nostalgia to create emotional relevance.
Invest in creator relationships: collaborate with micro-influencers to build trust and cultural resonance.
Adopt omnichannel experiences: blend physical and digital touchpoints seamlessly.
Stand for something meaningful: align brand actions with values that resonate across stakeholders.
Marketing in 2025 demands a multi-dimensional approach—one that balances data-fueled technology with emotional storytelling and ethical positioning. Social responsibility, AI, nostalgia, and the five economies framework are new pillars of marketing strategy. Brands that combine these thoughtfully won't just reach audiences—they’ll inspire them.
To learn how your marketing strategy can align with these trends, don’t hesitate to reach out to us today. Let’s collaborate to build a more inclusive and prosperous future for all.
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