What makes creative actually land – not just in the room, but in the real world where audiences are distracted, impatient and on the move? Too often, campaigns are built for polished presentations or idealised environments, not the chaotic, context-rich spaces where people actually encounter them.
This Campaign panel – produced in partnership with Uber Advertising – unpacks the creative principles that break through in 2025. It draws on new research into what makes ads memorable, engaging and effective on Uber – including what led 65% of its users to discover a new brand because it was advertised on the platform. We will spotlight the realities of building creative that earns attention.
We cover:
Why even great creative gets missed – and how to design for distraction.
The elements that boost attention, memorability and action — from motion and messaging to context and CTA, as revealed in Uber and National Research Group’s ‘Rules of the Road’ research.
How top brands turned insight into impact with a full-funnel campaign that moved both minds and sales.
Venue: Uber Villa, 10 Rue Jean-Baptiste Dumas, Cannes 06400, France (5 mins walk off the Croisette)
In partnership with
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Ben is a dynamic marketing leader with 15+ years of experience in driving integrated strategies for top retail and QSR brands like Tesco and McDonald’s and establishing marketing in a high-growth startup. As Head of Marketing – Food and Beverage for UK & Ireland, he leads efforts to boost brand loyalty and fan engagement. From revitalising iconic products like the McRib and Breakfast Wrap, to redefining the brand’s value proposition in tough economic times, Ben’s strategic vision ensures McDonald’s remains a top choice for fans in any environment.
Natalie is the Executive Vice-President with National Research Group (NRG), a part of the Stagwell Network. NRG is a global research company that focuses on delivering insights and strategy for clients across media, technology, gaming, sports, content and social sectors. She has worked in research for over two decades, spanning multiple continents and countries. Her background encompasses public affairs, international social research, reputation management, and messaging, as well as all facets of media and advertising. She has worked with the world’s largest brands, helping them to innovate, strengthen their reputation and market position and engage with their consumers and stakeholders. Natalie holds degrees in Predictive Analytics and statistics. Originally from Nova Scotia, Natalie is now based in Washington, D.C.
Ant joined adam&eveDDB as deputy executive creative director in 2017 and was promoted to executive creative director within 18-months. He has created award-winning work for a wide range of brands including CALM, John Lewis, Volkswagen, Marmite and PlayStation.
With creative partner Mike Sutherland, Ant is now responsible for leading adam&eveDDB’s 40-strong creative department and overseeing the agency’s entire creative output.
Ant cut his teeth at Saatchi & Saatchi London under the guidance of David Droga, before joining Fallon. In 2003 he moved to Publicis New York before returning to London to join Abbott Mead Vickers BBDO as creative director.
He has been awarded 70 D&AD Pencils, one of which is the much-coveted Black Pencil alongside 10 Yellow pencils, 39 One Show Pencils, and 52 Cannes Lions, including two Grand Prix. In 2023 Ant and Mike were named Creative Directors of the year by Ad Age.
Alongside a focus on creative excellence, Ant also has a passion for developing new talent, helping to set up adam&eveDDB’s First Bite internship scheme. The programme breaks down the barriers of entry into the industry by offering creative and strategic placements to anyone, regardless of education or experience, and has resulted in a number of hires.
Mrinalini Nair is a seasoned global marketing leader with over 20 years of experience, currently serving as Head of Partner Strategy at Uber Advertising, where she is bringing Uber’s innovative ad platform to market through insights-driven narratives. Honoured by Ad Age as one of 2024’s Leading Women, Mrinalini is recognised for her expertise in developing scalable marketing strategies for advertising platforms during their critical early growth stages.
Throughout her career at leading tech companies — including Apple, Samsung, Spotify, and Tripadvisor — Mrinalini has spearheaded multi-million-dollar partnerships, developed innovative marketing solutions, and crafted culturally relevant narratives that have introduced new ad platforms globally. At Uber, she leads a dynamic team across Strategic Marketing, Design, PR/Communications, and Events, fostering creativity and a customer-centric approach to build Uber’s advertising brand.
Mrinalini holds a Bachelor of Science in Advertising, Marketing, and Communications from Emerson College. She is dedicated to nonprofit work, actively serving on the board of her son’s school. She resides in Hoboken, NJ, with her husband and two sons.
Gemma Charles is a specialist in sustainability, political marketing and the alcoholic beverage sector.
Previously she reported on the food and alcohol sectors, joining the magazine after a spell of freelancing at various titles. She has also held staff reporting roles on Marketing Week, The Lawyer and Inside Housing, the social housing journal, where she started her journalistic career a decade ago.