Driving Impact Through Media: Transformative Strategies for Brands

In today's hyper-connected world, media isn't just a tool—it's a force for transformative change. Fiona Lloyd, Carat Global President at dentsu, champions media's dual role in driving both business growth and sustainable impact. "Media has a responsibility to drive growth and sustainable impact. This conversation is growing louder across the industry," she asserts.

At the dentsu stage during the Cannes International Festival of Creativity, Fiona was joined by industry heavyweights including Beatrice Cornacchia of Mastercard and Puja Dabari from the International Alliance for Responsible Drinking.  The expert panel highlighted the pivotal role media agencies play in shaping brand agendas and helping brands connect their consumers with their physical products. Indeed, media has a profound potential to influence societal behavior and champion sustainable initiatives.

Puja Dabari emphasized media's power in promoting responsible business practices: "Media can change and mold social norms. It’s about systemic change, keeping business growth and sustainability at the core."

Speaking in her client role, Beatrice Cornacchia called on media agencies to push boundaries: "Lead and advise me on what I need to do. Partner with the best in the field and challenge me—you're the expert who can drive this change."