Please join the 4As, Forrester and Microsoft at Cannes for a special invite-only session: AI in Execution | The Rise of the AI-Native Superagency
Date: Wednesday, June 24
Time: 9:00 AM – 11:00 AM (local time)
Location: Microsoft Gardens; Ondine Cannes; 64 Boulevard de la Croisette
Doors open at 8:30 AM; breakfast will be served. This event is invite only.
This two-part session explores how agencies are being reshaped in real time. Forrester debuts The State of AI Inside Marketing Agencies, 2026 in a provocative fireside chat unpacking what’s changing across talent, creativity and growth, followed by a panel led by Justin Thomas-Copeland, CEO of the 4As, alongside leaders from dentsu, Omnicom, Publicis, Stagwell and WPP on what AI in execution truly demands next.
Agenda:
9:20 AM
Introductory remarks by Amanda Richman, VP, Global Media Sales, Microsoft Advertising, and Silvia Candiani, VP, Worldwide Telecommunications, Media & Gaming, Microsoft.
9:30 AM
Session One: The Cost of AI Productivity: Less Creativity
AI’s promise to reshape marketing with scale, precision and impact is increasingly being realized as speed, volume and cost pressure. While 9 in 10 agencies now use generative AI, and half are deploying AI agents, the primary driver is acceleration, as brands push to reduce production and labor costs.
This productivity focus has real consequences for talent, quality and growth. Are agencies and brands sacrificing better marketing for cheaper process? And how does the industry move from efficient production to effective creativity?
Panelists:
9:55 AM
Session Two: The Age of Execution
Creation, decisioning and execution are collapsing into one. Agencies are not running campaigns. They are building intelligence that learns and acts in real time. 4As, alongside senior Agency executives, shows how AI, cloud and creativity are empowering marketers to drive real outcomes through data and premium media.
This is AI at the speed of decision — a shift from campaigns to always-on intelligence. Faster decisions. Greater precision. Built-in privacy. Compounding performance. Not a tool. Infrastructure. The new baseline for modern marketing.
Panelists:
Justin Thomas-Copeland – CEO, 4As (moderator)
Amy Thorne, Chief Future Officer, Dentsu
Jarrod Martin, Chief Transformation Officer, Omnicom
Helen Lin, Chief Digital Officer, Publicis Groupe
Slavi Samardzija, Global Chair, Media and Commerce; Chief Data and Platforms Officer, Stagwell
Lauren Wetzel, Global President, Data and Technology Solutions, WPP
10:30 AM
Q&A and Closing
We hope you can join us for this candid discussion on how agencies, brands and technology partners can work together to unlock growth, deliver differentiation and safeguard commercial creativity.
