Uploaded May 2026 | Updated September 2026, 2 weeks ago

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If you're walking the Croisette during the Cannes Film Festival this week, the House of Magnum beach at Palais Stéphanie is not one to miss. The Magnum Ice Cream Company's Gayathri Renil joined us on stage at our Entertainment Marketing #BISummit during the Cannes Film Festival, in partnership with The Ankler, to share how the brand, which is present in 60 countries, approaches cultural relevance at scale. Her answer was intentional: by bringing in one designer from each of their top markets — a mix of established names and emerging talent — the team ensured the campaign could speak to audiences around the world in a way that felt genuinely local.

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