25 June 2026​

The Culture Village​

Cannes Lions

Uniting STORYTELLERS , CREATORS

+ BRAND LEADERS shaping the

GLOBAL SOUTH to

UNLOCK THE NEW WORLDof

CULTURAL RESONANCE,

MARKET RELEVANCE and GROWTH for

GLOBAL BRANDS

The Programme

1

AI & THE NEW CREATIVE FRONTIER:

How the Global South Will Leapfrog the West in Advertising, Content & Culture

AI is flipping the script on who leads culture and creativity and the Global South is stepping into the spotlight. This session shows brands how AI can unlock first-mover advantage in markets the industry has overlooked for too long, and what brands need to build now to stay culturally and commercially, ahead.

2

THE GLOBAL SOUTH SPORTS BOOM:
The New Frontier for Fandom, Influence & High-Impact Brand Experiences

The world’s most electric sports cultures are rising out of the Global South, from Saudi’s era-defining investments to Africa’s talent factories, LATAM’s unmatched passion and Southeast Asia’s esports explosion. This session gives global brands the inside track on how to tap into the new epicentre of fandom and build brand moments that hit on a global frequency.

3

AFRICA’S CREATIVE & CONSUMER EXPLOSION:
Winning in the World’s Youngest, Most Influential Markets

Africa is the world’s youngest, fastest-moving cultural powerhouse rewriting influence, creativity and digital behaviour at a pace global brands can’t afford to ignore. This session gives CMOs the cultural intelligence and strategic clarity to tap into a continent that’s setting the rhythm for the future.

4

MEDIA SURGE:
How the Global South Could Drive the Next $1T in Entertainment & Brand Growth

Entertainment’s centre of gravity is shifting fast to the Global South, where new media behaviours, creator ecosystems and mega-venues are setting the pace for the next $1T in growth. This session shows CMOs how to plug into the markets rewriting the global attention economy and build experiences that hit on a worldwide frequency.

88% Powerlist celebration

Recognising the culture shapers of the Global South

The 88Percent Powerlist spotlights the leaders, creators, builders and connectors across the Global South who are redefining influence, through culture, creativity, media, technology, sport, entertainment and business.

From Africa to the Middle East, LATAM to Southeast Asia, these are the individuals driving real impact in the markets that now represent the majority of the world’s population, attention and growth.

The 88Percent Powerlist exists to correct a long-standing imbalance in how influence is recognised and amplified, shifting the spotlight from where power used to sit, to where it is actively being built.
What makes the 88Percent Powerlist different

 

  • Global South-led: rooted in regions driving the next decade of growth and cultural relevance
  • Cross-disciplinary: spanning creators, CMOs, founders, media owners, cultural leaders and policymakers
  • Impact-focused: recognising influence that moves markets, shapes culture and builds long-term value
  • Forward-looking: highlighting those defining what’s next — not celebrating yesterday’s wins

It’s a lens into where attention, innovation and cultural power are concentrating, and who global brands, investors and partners should be paying attention to now.
Because the future of influence belongs to the 88%

 

GET INVOLVED


hello@88percent.co.uk

88PERCENT is a Get Stuff Done Ltd production