Ben Curtis, Global Brand Vice President of Rexona, joins Richard Edelman, President and CEO of Edelman, to explore how sports can serve as a powerful force for connection in an increasingly divided world. As the 2026 FIFA World Cup kicks off, they discuss the role of global sporting events in bringing people together across differences, why brands have an opportunity to act as trust brokers, and how Rexona is building relevance through new media and community-based campaigns. Ben also shares his perspective on creator-driven marketing, and the growing influence of AI and earned media in building trust.

Louise McEwen, CMO of McLaren Racing, joins Edelman’s Jackie Cooper at Cannes Lions to discuss how her brand builds emotional connection with fans, drives cultural relevance, and balances heritage with innovation. She reflects on the importance of instilling trust through inclusive experiences and a fan-first mindset, while always honoring the brand's racing legacy.

Dr. Shania Bhopa, health expert and creator, joins Sat Dayal, Managing Director of Technology at Edelman UK, to discuss how health information now moves through culture, community and technology as much as through formal healthcare systems. They explore why audiences trust creators, how AI is changing patient behavior, and why health literacy, human connection and critical thinking will be essential to the future of trusted health communication.