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.

DAY ONE
DAY TWO
DAY THREE

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

  • A man in a sporty zip-up jacket and striped cap wears dark sunglasses, looking serious.

    will.i.am

    Creative Artist & Tech Entrepreneur

  • Professional black and white portrait of a smiling woman with shoulder-length hair wearing hoop earrings and a dark blazer

    Celia Aniskovich

    Director & Producer at Dial Tone Films

  • Black and white image of a woman with long hair, wearing earrings and a stylish top.

    Ty Heath

    Co-founder & Director, B2B Institute at LinkedIn

  • A woman with long hair and a septum piercing gazes thoughtfully at the camera.

    Kimeko McCoy

    Senior Reporter at Digiday

  • Smiling woman with wavy hair wearing a white shirt, against a gray background.

    Karina Kogan

    President & CMO at Napster Corp.

  • Portrait of a smiling man with arms crossed, wearing a striped shirt and jacket, gray background.

    David Reid

    VP, Global Growth at Transmission

  • Professional headshot of a smiling bald man in a textured blazer and white shirt

    Ricky Abbott

    President, Americas at Transmission

  • Black and white portrait of a smiling woman with long, wavy hair against a gray background.

    Janina Lundy

    EVP, Global Head of Marketing & Brand Partnerships at HARTBEAT

  • Smiling woman with long, wavy blonde hair, wearing a black turtleneck, on a gray background.

    Heather Barrett

    Senior Director, Strategy & Planning at Transmission

  • A smiling woman with long hair, wearing a light-colored top and earrings, against a grey background.

    Vanessa Cheal

    Head of Brand & Creative Planning at Transmission

  • Professional black and white headshot of a man in a dark suit jacket and shirt against a light background

    Chris Bagnall

    Founder & CEO at Transmission

  • Portrait of a man in a suit smiling against a gray background.

    Chris Kozup

    CMO at Darktrace

  • Black and white portrait of a smiling person with long, wavy hair against a gray background.

    Jill Wiltfong

    CMO at Korn Ferry

  • A woman with long dark hair and a black sweater smiles against a gray background.

    Shannon Sullivan Duffy

    CMO at Asana

  • Smiling individual in a suit with glasses against a gray background.

    John Campbell

    SVP, Streaming, Entertainment & Multicultural Solutions at The Walt Disney Company

  • A man with short hair smiles at the camera, wearing a light-colored shirt against a gray background.

    Ed East

    Founder & CEO of Billion Dollar Boy

  • A smiling person with a beard wearing a dark sweater against a gray background.

    Jordan Howlett

    Content Creator

  • Smiling man with glasses and plaid shirt in black and white portrait photo

    Richard Shotton

    Behavioural Scientist & Author

  • Portrait of a man with short hair, wearing a black jacket and white shirt, against a gray background.

    Joshua Cohen

    Founder of Tubefilter

  • Confident woman in a silver shirt, with curly hair, holding a pen and wearing a watch.

    Suezette Yasmin Robotham

    Senior Director, EMEA Equality Lead at Salesforce

  • A smiling woman in a white blazer poses confidently against a gray background.

    Stacie de Armas

    SVP, Inclusive Insights & Intelligence at Nielsen

  • A woman with long hair poses with hands clasped, wearing a black top and blazer.

    Saima Rashid

    SVP, Marketing at 6sense

  • Smiling man in a suit with a white shirt, set against a grey background.

    Michael Chock

    CSO at SmartMedia Technologies

  • Smiling man with a beard and glasses, wearing a light blazer over a white shirt.

    Chris Harrington

    CEO of CreatorIQ

  • A smiling person with long hair wearing glasses and a black top against a gray background.

    Kerry Flynn

    Media Reporter at Axios

  • Professional woman in blazer and glasses smiling at camera, wearing statement earrings and pin

    Charlene Polite Corley

    VP, Inclusive Insights at Nielsen

  • Smiling man in a grey sweater and striped shirt against a grey background.

    Shiv Singh

    CEO of Savvy Matters & Co-Founder of AI Trailblazers

  • Smiling woman with wavy hair, wearing a black outfit against a grey background.

    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
JUMP TO TOP

Discover the story of how AI, innovation, and bold marketing choices turned a technological breakthrough into a burning cultural sensation.

WATCH THE DOC

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
JUMP TO TOP

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.

READ THE REPORT

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
JUMP TO TOP