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Cannes Lions: Marcus Startzel, GumGum on Why Mindset Is the Future of Advertising
Recorded live at Cannes Lions 2026, Justin Cooke sits down with Marcus Startzel, CEO of GumGum, to explore what the next era of advertising looks like when brands stop thinking only about audiences and start thinking about mindset.
Marcus explains why context, attention and receptivity are becoming critical to advertising effectiveness, and how AI is making the old promise of reaching the right person, with the right message, at the right moment far more achievable.
They discuss:
Why consumers are different people at 7am and 7pm, even if the audience data says otherwise
How GumGum is using…
The skinny
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