As brands strive to align with entertainment, the Cannes Film Festival has become aprime moment to show up at.

To understand the impact, we teamed up with Lefty, our partner at The Independents Group, and gathered data on the brands and celebrities that took part this year, whilst analysing the event’s broader cultural significance. We also spoke to experts in entertainment across the group who offer exclusive insights and practical advice on taking a more active role in production and making a meaningful mark in entertainment.

With more brands participatingthan ever before, our study revealed Cannes grew 71.7%year-on-year in social media presence, generating a total Earned Media Value (EMV) of $206 million.

Which brands are leading this convergence, and which talents are helping them resonate across regions? Discover the answers in our report.