Unilever CMO: The biggest medium for brands in the future will not be advertising

Can advertising still determine the success or failure of a brand? Unilever CMO proposed a disruptive viewpoint at the 2026 Cannes International Creative Festival: the biggest medium for brands in the future is not advertising, but the experiences, communities, and word-of-mouth that consumers are willing to actively share. As traffic becomes increasingly expensive, what is truly driving brand growth? Let's take a look at how global consumer giants are redefining brand marketing.