on–demand
Catch up on every one of our sessions from the unofficial home of B2B at Cannes Lions 2025.
THE FUTURE OF b2b unpacked over 3 days
Today’s B2B buyers aren’t who they used to be. As younger, digital-native decision-makers join the workforce, their expectations, motivations, and behaviours are fundamentally shifting. So, what does that mean for you?
Catch every insight-packed session from our Le SpeakEasy de Transmission programming at Cannes Lions 2025 below.
Discover…
How to craft stories that don’t just inform, but influence and action
Why you should rethink how you show up in-market – and why messages land (or miss)
What you can do to engage future buyers, strengthen marketing impact, and build a more trusted brand
How LLMs and AI are transforming the research phase of the buyer journey
The lineup
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will.i.am
Creative Artist & Tech Entrepreneur
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Celia Aniskovich
Director & Producer at Dial Tone Films
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Ty Heath
Co-founder & Director, B2B Institute at LinkedIn
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Kimeko McCoy
Senior Reporter at Digiday
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Karina Kogan
President & CMO at Napster Corp.
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David Reid
VP, Global Growth at Transmission
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Ricky Abbott
President, Americas at Transmission
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Janina Lundy
EVP, Global Head of Marketing & Brand Partnerships at HARTBEAT
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Heather Barrett
Senior Director, Strategy & Planning at Transmission
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Vanessa Cheal
Head of Brand & Creative Planning at Transmission
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Chris Bagnall
Founder & CEO at Transmission
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Chris Kozup
CMO at Darktrace
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Jill Wiltfong
CMO at Korn Ferry
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Shannon Sullivan Duffy
CMO at Asana
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John Campbell
SVP, Streaming, Entertainment & Multicultural Solutions at The Walt Disney Company
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Ed East
Founder & CEO of Billion Dollar Boy
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Jordan Howlett
Content Creator
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Richard Shotton
Behavioural Scientist & Author
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Joshua Cohen
Founder of Tubefilter
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Suezette Yasmin Robotham
Senior Director, EMEA Equality Lead at Salesforce
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Stacie de Armas
SVP, Inclusive Insights & Intelligence at Nielsen
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Saima Rashid
SVP, Marketing at 6sense
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Michael Chock
CSO at SmartMedia Technologies
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Chris Harrington
CEO of CreatorIQ
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Kerry Flynn
Media Reporter at Axios
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Charlene Polite Corley
VP, Inclusive Insights at Nielsen
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Shiv Singh
CEO of Savvy Matters & Co-Founder of AI Trailblazers
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Emma Robinson
B2B Customer Marketing Lead at Canva
DAY ONE
The New B2B Buyer: How New Media Consumption Habits Increase the Importance of Brand
Today’s B2B buyers are not who they used to be. As younger, digital-native decision-makers enter the market in force, their expectations, motivations, and behaviours are fundamentally shifting. These audiences are sceptical of corporate jargon, fluent in digital self-research, and influenced more by what brands stand for than what they sell.
As their journeys become more self-directed and nonlinear, brand storytelling and behavioural biases have never been more critical — not just to create awareness, but to consistently earn trust across every touchpoint.
Moderator
- Suezette Yasmin Robotham, Senior Director, EMEA Equality Lead, Salesforce
Speakers
- Karina Kogan, President & CMO, Napster Corp.
- Peter Weinberg, Co-Founder, Evidenza
- Stacie de Armas, SVP, Inclusive Insights & Intelligence, Nielsen
Transforming B2B Marketing: Leveraging Brand Storytelling & Entertainment to Capture Audience Attention
As AI continues to generate content at unprecedented speeds, marketers face a new battleground for capturing attention. In this session, we dive into the critical importance of brand storytelling and how to leverage entertainment IP within the Beta Buyer ecosystem.
We explore how brand storytelling and entertainment can help B2B brands stand out in a crowded marketplace, particularly as they seek to engage the Beta Buyer. We also highlight the role of storytelling in entertainment to craft strong, memorable brands that resonate with audiences and influence their choices.
Moderator
- Kimeko McCoy, Senior Reporter, Digiday
Speakers
- Janina Lundy, EVP, Global Head of Marketing & Brand Partnerships, HARTBEAT
- Chris Harrington, CEO, CreatorIQ
- Charlene Polite Corley, VP, Inclusive Insights, Nielsen
- Heather Barrett, VP, Strategy & Planning, Transmission
Who is… Watson? Screening and Q&A
This session uncovers the marketing story and the visionary leadership behind one of marketing’s historic moments: IBM Watson’s win on prime time gameshow, Jeopardy!
We’ll debut an exclusive screening of our best-in-class B2B brand storytelling short film, Who is… Watson? The Day AI Went Prime Time and host a Q&A with the man behind it all, Jon Iwata – showcasing the enormous impact and influence of the CMO behind the magic and how they navigated the razor-thin line between fame and failure.
Moderator
- Kerry Flynn, Media Reporter, Axios
Speakers
- Celia Aniskovich, Director & Producer
- Jon Iwata, former Chief Brand Officer, IBM
- David Reid, VP, Global Growth, Transmission
Discover the story of how AI, innovation, and bold marketing choices turned a technological breakthrough into a burning cultural sensation.
DAY TWO
The Yes Advantage: 9½ Behavioural Biases that Redefine How B2B Brands Connect & Engage Buyers to Supercharge Marketing Effectiveness
Traditional economics paints a neat picture. B2B buyers weigh up facts, compare options, and make logical choices. They’re making complex, million-dollar decisions with multiple stakeholders, after all. But behavioural science tells a different story. Pressure and risk don’t make buyers more rational. It makes them more emotional, biased, and irrational – especially in high-stakes B2B situations. It’s a perfect storm for cognitive biases to roll in.
In this session, we reveal the results of the world’s first global behavioural science study in B2B, The Yes Advantage, and discuss some of the 9½ subconscious biases that influence B2B buyer perceptions, motivations, and decisions. Learn how these insights impact buyer behaviour across the buyer journey, and how to apply them to messaging, communication, and digital strategies.
Speakers
- Richard Shotton, Behavioural Scientist and Renowned Author of The Choice Factory and The Illusion of Choice
- Vanessa Cheal, Head of Brand Strategy, Transmission
- Jackie Cutrone, CMO, NewtonX
LinkedIn Presents: Why B2B and the Creator Economy Are a Match Made in Marketer Heaven
As the Creator Economy continues to mature and thrive, it’s made its way to LinkedIn in a big way, with LinkedIn emerging as a serious player in the space. Creators are flocking to the platform with impactful video content, with brand dollars right behind them. Business is booming on both sides of the aisle as the Creator Economy is shaking up B2B marketing.
This session discusses how brands can harness Creator influence in B2B like never before. Hear best practices and pitfalls to avoid from Creator talent and management, influencer agency leaders, and more on how creators can contribute to brand, demand, and ultimately, sales, in very real ways across the scroll.
Moderator
- Joshua Cohen, Founder, Tubefilter
Speakers
- Ty Heath, Co-founder & Director, B2B Institute, LinkedIn
- Jordan Howlett, Creator
- Ed East, CEO, Billion Dollar Boy
- Emma Robinson, B2B Customer Marketing Lead, Canva
The CMO Language Divide with the Board and CFO
This candid session draws some of the world’s brightest CMOs and C-suite executives together to explore the very real challenges that CMOs face in communicating the value of long-term brand building to the board and CFO. We’ll outline the differences in language and priorities between marketing and finance, and how to bridge the gap and gain buy-in for brand-building initiatives.
Moderator
- David Reid, VP, Global Growth, Transmission
Speakers
- John Campbell, SVP, Streaming, Entertainment and Multicultural Solutions, The Walt Disney Company
- Jill Wiltfong, CMO, Korn Ferry
- Chris Kozup, CMO, Darktrace
- Shannon Sullivan-Duffy, CMO, Asana
THE YES
ADVANTAGE
The world’s first B2B behavioural science study on Gen X and BETA buyers, created in collaboration with Richard Shotton, Behavioural Scientist and Author of The Choice Factory.
DAY THREE
CMO Masterclass: Supercharge Your Brand with Behavioural Science
Understanding how B2B buyers truly behave – beyond what they claim –can be challenging yet transformative. This hands-on workshop dives into over 130 years of behavioural science research to help you craft more competitive brands, develop impactful products, and enhance communication strategies.
Speaker
- Richard Shotton, Behavioural Scientist and Renowned Author of The Choice Factory and The Illusion of Choice
From the Mind of will.i.am – A Future-focused Fireside Chat
Take a seat and enjoy an intimate fireside chat between Creative Artist, Tech Entrepreneur, and Founder & CEO of FYI.AI, will.i.am and Transmission Founder, Chris Bagnall, on all things AI and the future of creativity.
Discover their views on why the AI–creativity conversation is less binary than we think, looking at how AI can be a partner that enables new ways of thinking, building, and communicating, and how will.i.am brings his ‘hyperdimensional creativity’ to the world of enterprise B2B technology.
Moderator
- Chris Bagnall, Founder & CEO, Transmission
Speaker
- will.i.am, Creative Artist & Tech Entrepreneur and Founder & CEO of FYI.AI
6sense Presents: How is B2B Buying Changing in the Age of AI?
B2B marketers are on the brink of a transformation as AI reshapes the mid-funnel, shifting from static content and linear nurture flows to dynamic, personalised experiences. Today’s younger, digital-native buyers demand visibility and credibility from brands throughout a fragmented decision journey.
This session explores why brand strength is critical at the mid-funnel and how to build dual-track journeys: one for traditional research behaviours and another for AI-driven discovery. Learn how AI uncovers audience needs, closes content gaps, and scales personalisation while preserving the emotional connection brands need to remain trusted.
Moderator
- Michael Chock, CSO, SmartMediaTech
Speakers
- Saima Rashid, SVP, Marketing & Revenue Analytics, 6sense
- Shiv Singh, CEO, Savvy Matters & Co-Founder, AI Trailblazers