CANNES DAILY DIARY: Day 3 with Tatiana Ndlovu

6:20: My alarm goes off and I’m still recovering from an evening of bubbles and good company with our Creative agency, Joe Public. Then there was the England versus Ghana football match that had me unnecessarily stressed. Honestly, this is why I stick to Real Housewives.

Truth be told, I’m still recovering from the entire weekend. We had just wrapped up the IRG Summit in Saint-Paul de Vence, marking the end of an incredibly meaningful six-month programme focused on helping CMOs and marketing leaders humanise growth. The programme culminated in each of us presenting an impact plan. Somehow, I managed to come second in the global cohort. Not too shabby for a girl who genuinely thought she’d be lucky to crack the top 10… never mind the top three.

Anyway… back to the festival!!

8:00 at my hotel: Fit check ✔️

Uber to the main city of the festival, it took me an hour to get there because I apparently booked accommodation in what can only be described as Benoni with a French accent.

9:30 at my boss’s hotel: Make-up check ✔️

One of the perks of having a Group CMO who’s celebrated at Cannes? Access to a make-up artist on call. She absolutely did the things! I had to give you all face.

10:00: Vibe check ✔️

Another Uber and I was off to the Kantar offices for my first talk of the day: When the World Goes Quiet, South Africa Gets Louder. It was one of those sessions that leaves you sitting a little taller in your seat, a reminder of the beauty, creativity and spirit of being South African. 

The mission was to look at where the world is right now and see what we can learn from the bold brave things that SA is doing in a complex and the most unequal society in the world. The panel comprised of marketing impact specialist who noted that one of the strongest signals emerging globally is that many brands are becoming increasingly cautious about taking a public stance on important societal issues such as gender equality, diversity and inclusion. In fact, more than half of the world’s largest companies are choosing silence over advocacy, opting to minimise controversy and avoid polarisation. Yet this creates a paradox: in an always-on digital world, silence is rarely neutral. The absence of a voice is amplified just as much as its presence, and stakeholders notice when brands choose not to engage. The challenge for marketers is that the world does not need more ambivalence; it needs conviction. Brands that are clear about what they stand for, and are willing to act consistently on those beliefs, are more likely to build trust and relevance over time. In a world that is becoming quieter on important issues, South Africa has the potential to become louder, not through noise, but through purposeful, inclusive and courageous storytelling. A trait true to the fabric of South Africans!

Bridget from VW challenged us to rethink how we see South Africans, not as neatly segmented audiences, but as layered, complex people with an extraordinary ability to navigate uncertainty. Phiona Okumu, Head of Music at Spotify, reminded us of the global influence of South African culture, tracing a line from Kwaito’s role in shaping a new national identity to Amapiano’s remarkable rise on the world stage. She also paid tribute to the late great Maria McCloy, one of South Africa’s pioneering journalists, whose work documenting youth culture and music helped elevate and preserve the stories behind the movements that continue to shape our cultural identity today. Creative guru, Fran reinforced the importance of finding our own voice, showing how the most powerful work emerges from authentic local truths rather than borrowed global narratives. And Kensi, the boss zonke of Nedbank Group Marketing, brought it all together with a powerful reflection on inclusion, courage and conviction in brand building. We ended the session in tears as she shared Nedbank’s tribute to the Class of 1976, reminding us that the most meaningful brands are those that have the courage to stand for what matters to both their customers and their people. At this point, the make-up was dripping from my cheeks. 

12:15: Sustainability check ✔️

Off to the next talk: The Creative Tension Between Values and Scale. Did somebody say Patagonia?! Alex Weller reminded us that purpose and growth don’t have to be opposing forces when authenticity sits at the centre. It’s often celebrated as the gold standard for purpose-led brands, not because it claims to be perfect, but because it openly acknowledges that it isn’t. Manufacturing clothing has an environmental impact, and instead of hiding that tension, Patagonia embraces it. Its values aren’t confined to advertising campaigns; they’re embedded in how the business operates, the decisions it makes and the trade-offs it is willing to confront. One analogy from the session really stayed with me. In climbing, you don’t tackle bold objectives because you’re certain you’ll reach the summit. You climb knowing you’ll probably fail a few times, adapt your approach and solve countless problems along the way. The journey is rarely linear, progress is messy, uncomfortable and unfinished. That philosophy mirrors how Patagonia approaches business. It doesn’t pretend to have all the answers. Instead, it keeps moving forward, learning and improving, guided by a mission that remains remarkably simple: “We’re in business to save our home planet.“ It was a timely reminder that the strongest brands aren’t those that project perfection, they’re the ones courageous enough to live their values consistently, even when the path is complex. As marketers, perhaps that’s the challenge we should all rally behind: moving beyond purpose as a campaign and embedding it into the way our organisations actually operate.

12:45: Creativity check ✔️

The 3rd talk was Impact Unpacked: How Do We Bring Creativity Closer to Commerce? My favourite topic!! Lucinda Barlow, head of international marketing at Uber showed us the true value of embodying a challenger mindset by juxtaposing jolts and tensions. The discussion highlighted that creativity must do more than simply capture attention. Brands are increasingly competing against an unseen enemy, be it distraction, indifference or information overload. The challenge is not just to create a jolt that cuts through the noise, but to ensure that it resonates in a meaningful way. Lasting impact comes from balancing disruption with relevance, creating work that not only grabs attention in the moment but also drives sustained connection, behaviour change and long-term brand resonance. One of the most compelling takeaways was that long-term brand equity remains critical, even in an era obsessed with conversion and performance marketing. We cannot assume that lower-funnel tactics will continue delivering returns indefinitely., Performance marketing can drive growth to a point, but sustainable success requires investment in brand building. The real opportunity lies in creativity that works across both horizons, delivering immediate business results while simultaneously building the distinctive brand assets, emotional connections and trust that fuel long-term growth.

13:15: Comfort break ✔️ The Cannes heat was starting to humble me, so I escaped for a stroll along the promenade and a much needed slushie.

14:30: AI check ✔️

The Future of Creativity with Demis Hassabis, the co-founder and CEO of DeepMind explored the evolving relationship between human and artificial intelligence, showcasing how tools such as Gemini and AI-powered creative platforms are enabling entirely new forms of storytelling and creative experiences. While AI is becoming increasingly capable of generating ideas, content and video, he was clear that human intelligence remains uniquely powerful through consciousness, emotion, intuition, imagination and the ability to dream. DeepMind’s approach is rooted in partnering with world-class experts to solve complex problems, particularly in areas such as science and human health. The discussion challenged the audience to consider a future where software moves beyond executing ideas to helping generate them, while reinforcing that AI is not replacing human creativity. Instead, it is democratising access to creative tools, lowering barriers to entry, empowering entrepreneurs and small businesses, and creating new opportunities for innovation and economic growth.

15:30: Reality check ✔️

My final session of the day was a little self-indulgent. Not because it was NBCUniversal’s 100-year celebration, but because it was curated by none other than thee Rachel Zoe, who I may or may not have thoroughly enjoyed watching on the latest season of Real Housewives of Beverly Hills. Beyond my fangirl moment, the discussion was a masterclass in storytelling and the role it plays in creating fandoms. NBCUniversal’s longevity has been built on creating content that people genuinely care about, turning shows into cultural movements and personalities into brands. The Emmy-winning The Traitors was highlighted as a brilliant example of how compelling storytelling can transform audiences from passive viewers into passionate communities.

By 5PM, I truly felt I had earned a little shopping and a margarita or two. After a day of big ideas, brave conversations and enough inspiration to fill a notebook, it felt only right.

Before calling it a day, I made my way down to the basement of the Palais to view some of the shortlisted work ahead of tomorrow night’s awards. Seeing the calibre of creativity on display was both humbling and energising, and I can’t wait to see which campaigns take home the coveted Lions. What Cannes continues to remind me is that inspiration alone is not enough. The real value lies in what happens when we return home. The ideas, insights and challenges shared on these stages should not simply inspire us; they should catalyse meaningful action. Because the best marketing doesn’t just win awards, it creates impact.

By 11PM, after a full day of learning and socialising, I was ready to head back to my hotel room, line up the snacks and watch Bafana play. To my delight, they qualified, flying the South African flag high. From our music and creativity to our football, South Africans continue to prove that we can compete on the world stage. There’s a lesson in that for us as marketers too: never allow anyone to count you out. Cannes Lions reaffirmed something I’ve always believed, that the work we do has the power to shape culture, influence behaviour and create meaningful impact far beyond the brands we represent.