Author: Michael Bürgi

It all started with a single slide. 

Sport Beach kicked off as Stagwell’s beachside activation at the 2023 Cannes Lions festival but has since grown into a standalone business unit in the challenger holding company as its popularity at Cannes Lions surged each year. 

Beth Sidhu, CEO of Sport Beach, and one of its earliest architects, recalled in an interview with Digiday that the idea of Sport Beach originated from a slide sent to her in the summer of 2022 by Evin Shutt, the Stagwell agency 72andSunny’s longtime CEO and partner, outlining a concept the agency’s founder Glenn Cole and chief growth officer Damaune Journey had worked up. 

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As it has done many times, Omnicom Media is hitting the Croisette with a series of partnerships and collaborations that it will roll out over the course of Cannes Lions, all with a thematic bent. This year’s theme, as uncovered by research its Intelligence unit conducted (with the help of Omnicom Production), revolves around improving the consumer experience of advertising in streaming and CTV content. 

Omnicom Media’s first partnership, to be announced today during Cannes Lions, is with Netflix, which cemented a data-driven deal that involves Acxiom integrating its audience data into Netflix’s ad capabilities to enable more relevant ads to run in Netflix shows, and sometimes even work them into the content.

It’s the first time Omnicom Media and Netflix have struck a partnership, and it’s already up and running in the U.S., with plans to expand the offering internationally by end of year.

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