Unified Global Voice on Power of Audio

Two of the world’s leading commercial audio bodies, UK’s Radiocentre and Australia’s Commercial Radio & Audio, are heading to Cannes together to share insight proving audio’s power to supercharge advertising impact.

At the LBB & Friends Beach, Marketing Professor and MiniMBA Founder, Mark Ritson will take to the stage to present ‘Audio: The Campaign Catalyst’, featuring new analysis conducted by System1 specifically for this session. The research examines 1,850 campaigns from the Effie marketing effectiveness database across eight years, spanning the UK, US, Europe, and Australia, providing a comprehensive look at audio’s contribution to campaign success. Following the presentation, System1’s Andrew Tindall will take part in a panel session discussing the findings further.

The research adds to a growing body of international evidence, including Radiocentre’s High Gain Audio research, demonstrating that commercial radio and audio consistently deliver strong returns on investment and outperform much of the wider media mix.

Lucy Barrett, Client Director at Radiocentre says:

“Many of the biggest industry conversations happen in Cannes, and this year we’re making sure audio has a louder voice. 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’s presence at Cannes will extend beyond the session with Mark Ritson, with Bauer Media Audio also hosting a session debating trust, creativity, star-power and AI with senior leaders from across media and advertising. The discussion will feature superstar comedian Katherine Ryan, discussing creativity, comedy, podcasts and working with brands.

Elsewhere, global podcasting trade body Sounds Profitable will also be hosting a discussion about the value of community in podcasting.

The Cannes Lions International Festival of Creativity is the world’s most prestigious annual awards and festival for the advertising, marketing, and communications industry. Each year, people from around the world come together to exchange and celebrate ideas and drive growth with like-minded people. The 2026 event takes place from 22–26 June 2026 in Cannes, France.

To find out more about this exclusive invite-only session with Mark Ritson, contact events@radiocentre.org.