Sir Martin Sorrell on AI, Media Buying & the Future of Adtech | Cannes Lions 2026

Sir Martin Sorrell (Executive Chairman, S4 Capital; founder of WPP) sits down with Tom Triscari for an unfiltered "street talk" fireside at the C Wire AdTech Chill House during Cannes Lions 2026. Sorrell argues the industry is fixated on AI's impact on creative when the real disruption is in media planning and buying, the shift to output-based pricing, collapsing time and cost, and AI flattening the organizations that have always controlled information. Plus candid takes on the holding companies, hyperscaler capex, transparency, and what it actually takes to compete. Hosted by C Wire