Events and Webinars

5 Cannes Lions Trends That Deserve Your 2027 Budget

Most festival trends die the week after the awards. The real challenge is knowing which ideas have staying power.

In this session, quantilope CEO Peter Aschmoneit and Associate Director of Tracking Solutions Madita Brandhorst break down five themes actively driving marketing and insights work today, plus what quietly faded and what that means for your 2027 budget. They’ll revisit the biggest takeaways from Cannes Lions and look at which ideas are still showing up months later, from changing expectations around ROI measurement to the evolving role of AI.

The discussion will help marketing and insights leaders separate signal from noise and make more informed decisions about where to focus attention, resources, and budget in 2027. You’ll get a clearer view of which trends are proving durable, which lost momentum, and what both can tell you about where the industry is heading.

What You’ll Learn

• Which Cannes Lions trends proved real: The five themes still influencing marketing and insights work months after the festival.
• What faded and why it matters: Which buzzy ideas lost momentum and what that signals about where the industry is actually heading.
• How to prioritize for 2027: A practical way to determine which trends deserve your budget, attention, and resources in the year ahead.

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Beyond the Hype: How Category Twins Went From Experiment to Enterprise-Ready

From quantilabs experiment to full platform release: how quantilope built the first tool that puts a consumer in every meeting.

Synthetic data is one of the most talked-about topics in market research, but the leap from promising concept to production-ready tool is anything but simple. What does that journey actually look like?

Now live on the quantilope platform, Category Twins lets insights and marketing teams generate and interview AI-powered synthetic consumers grounded in real human data, bringing a consumer perspective into conversations that traditionally happened without one. Join Dr. Jannik Meyners, Vice President of Data Science & AI, and Dr. Beatrice Capestany, Vice President of Solutions, as they unpack how the tool was built, tested, and refined with 25 pilot clients, and what it means for scaling the consumer voice across your organization.

In this session, you’ll learn:

• Where the data comes from: How quantilope transforms real Mental Availability and Category Entry Point data into interactive synthetic consumers you can interview on demand.

• The innovation roadmap: How hands-on client feedback shaped Category Twins from early-stage concept to full release, and what researchers told us they needed most.

• Practical application: How to pressure-test positioning, screen creative ideas, and gut-check strategy in minutes, with no added budget or timeline required.

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From Ad Tracking to Ad Optimization: Connecting Creative Validation to Brand Growth

Innovative metrics from the Ehrenberg-Bass Institute, including Mental Availability and Mental Advantage analysis, have transformed how we measure brand health and monitor growth. But tracking what happened is only half the picture — the bigger question is how to ensure your advertising is reinforcing the right Category Entry Points (CEPs) before it reaches consumers.

In this presentation, Gianna Saladino, Senior Solutions Consultant Manager at quantilope, explores how ad tracking and creative validation work together to ensure your brand comes to mind when consumers come to purchase. Gianna will review the key drivers of advertising effectiveness — Reach, Branding, and Messaging — and explain why most ad testing tools focus on the first two while leaving messaging largely unvalidated. Attendees will learn how to close this gap by connecting creative validation directly to the CEPs identified through brand health tracking.

Key takeaways:

• Understand how the three drivers of advertising effectiveness connect to mental availability, and why messaging is the most under-measured of the three.
• Learn how to build an ad tracking and optimization framework using Ehrenberg-Bass metrics that goes beyond awareness to measure whether your creative is reinforcing the right buying situations.
• Discover how AI-powered creative analysis can validate CEP communication in real time, bridging the gap between brand strategy and campaign execution.

Register now!