Co-founder, James Campbell in Creativebloq and Yahoo Entertainment

JAMES CAMPBELL
CO-FOUNDER

In a recent feature with Creativebloq and Yahoo Entertainment, exploring the themes set to shape Cannes Lions International Festival of Creativity, our Co-Founder, James Campbell, shared his perspective on why sport is playing an increasingly central role for brands and agencies. 

James highlights how the industry has moved beyond an era where reach alone defines success. In today’s saturated content landscape, the brands that stand out will be those that create genuine emotional resonance, human connection and meaningful cultural impact. 

As audiences become increasingly difficult to engage, the value of community, emotion and cultural relevance continues to grow, and few platforms offer these qualities as powerfully as sport. 

Read James’ perspective on why sport is becoming a defining force in the future of brand creativity.