Radiocentre joins global audio push in Cannes

Audio’s role in advertising effectiveness will be put in front of marketers at Cannes this month.

Radiocentre and Australia’s Commercial Radio and Audio are joining forces at the Cannes Lions International Festival of Creativity to present new evidence on how audio can support campaign results.

Marketing Professor and MiniMBA Founder Mark Ritson will present Audio: The Campaign Catalyst, using new analysis carried out by System1 for the session.

The research looks at 1,850 campaigns from the Effie marketing effectiveness database across eight years, covering the UK, US, Europe and Australia.

System1’s Andrew Tindall will also join a panel discussion to examine the findings in more detail.

Radiocentre says the work adds to international evidence, including its High Gain Audio research, showing the contribution commercial radio and audio can make within the wider media mix.

Lucy Barrett, Client Director at Radiocentre, said: “By coming together as a global industry, we want marketers to hear from the experts who will demonstrate audio’s power to amplify advertising impact and drive business results.”

Audio will also have a wider presence at Cannes. Bauer Media Audio is hosting a session on trust, creativity, star power and AI, featuring comedian Katherine Ryan in a discussion about creativity, comedy, podcasts and working with brands.

Podcasting trade body Sounds Profitable is also holding a discussion on the value of community in podcasting.

The 2026 Cannes Lions International Festival of Creativity takes place from 22 to 26 June in Cannes, France.