Stepping into the Cannes Lions Festival of Creativity for the first time felt like entering a different universe, one where some of the world’s most powerful creative minds gather not just to talk marketing, but to shape its future. I expected big panels, star-studded sessions, and endless inspiration (and I got all three), but what surprised me most was this: the real magic happens in the conversations between the talks. One of the highlights was diving into the out-of-home marketing space...

In France, luxury isn’t solely defined as a product, experience, or even an industry, it’s a legacy. And most intriguingly, it’s evolving. I’ve seen this to be true throughout my time in Paris, as part of NYU’s Global Field Intensive cohort. Brand perception around the luxury market, in France, is different than other destinations around the world. In France, it isn’t simply sold but woven into the history and identity of their culture. For marketers, this means truly embodying storytelling...