Dentsu Group CEO Tadashi Sano Speaks at Cannes Lions 2026

Dentsu Group CEO Tadashi Sano Takes the Stage at Cannes Lions 2026

On the grand stage of the Cannes Lions International Festival of Creativity 2026, Dentsu Group's Global CEO, Tadashi Sano, addressed an audience eager to learn about the future of innovation and impact in advertising. The theme of his discussion, "A New Era of Innovating to Impact," captivated the audience at the prestigious Debussy Theatre, as Sano engaged in an insightful dialogue with CNBC's Senior Media & Tech Correspondent, Julia Boorstin.

Having only recently assumed the role of Global CEO, Sano's presence at this international forum marked a significant milestone, just 100 days into his tenure. Through his extensive experience over more than three decades as a partner to clients and society, he delved into how Dentsu, now celebrating its 125th anniversary, can innovate while adhering to its founding principles.

In his discourse, Sano highlighted the centrality of Dentsu’s purpose and culture in its business operations. He passionately advocated for creating value and impact for clients as a cornerstone for the company’s future endeavors. Drawing on the enduring spirit of collaboration within Dentsu, he emphasized that the foundation of their 'One Team' mentality stems from building long-term trust with clients. This ethos encourages sharing the responsibility for client outcomes while upholding the values of mutual respect, collaboration, trust, and curiosity — all of which serve as the bedrock of Dentsu's corporate culture and competitive advantage.

As he addressed the rapid changes and complexities facing the industry, Sano underscored the importance of agility, simplification, and uniqueness in generating value. He articulated his leadership philosophy, which emphasizes customer focus, identification of core issues, and swift decision-making and execution. In a dynamic environment, he stressed that the ability to "learn while moving forward" is crucial for success.

When discussing innovation in the age of artificial intelligence, Sano stated that the essence lies not just in ideas but in tangible impact and outcomes. He clarified that while AI extends possibilities, the roles of problem-setting, decision-making, and value creation for society must remain human-centric. The ideal scenario is one where humans and AI work collaboratively to enhance value creation.

In conclusion, Sano articulated a vision for Dentsu’s future that honors its rich history. He outlined a commitment to:
1. Being "One Team" with clients,
2. Fostering the core dual forces of innovation and impact,
3. Upholding five values: curiosity, mutual respect, creativity, collaboration, and trust.
These principles will guide Dentsu as they contribute to the sustainable growth of both clients and society.

Looking ahead, Dentsu is poised to embrace the promise of "Innovating to Impact," harnessing creativity, media, data, and technology to serve as an effective partner for client growth while actively working to create positive societal impacts.

Dentsu continues its commitment to lead in this evolving landscape, driven by the aspirations set forth by its founder over a century ago, ensuring relevance, impact, and progress for all stakeholders involved.