Formula 1, Adobe, IBM: This Week's Top Five Stories

Cognizant Moment on the 'Agency-as-Software' Model

According to Ben Wiener, Senior Vice President and Global Head of Cognizant Moment, the traditional agency model is beginning to break down. 

Instead, he predicts that a new model is emerging – termed “agency-as-software”. As technology begins to automate more marketing tasks, Ben says that agencies are shifting towards being “always on systems,” meaning that the value of a marketing agency shifts towards human judgement, strategic thinking and creativity. 

In conversation with Marketing Chief, Ben explained how this new approach is transforming the way agencies operate and the role of human expertise in a more AI-enabled industry. 

Formula 1 Accelerates Brand Through Sustainability Push

Formula 1 has set a target to reach net-zero emissions by 2030. The sport has cut emissions by 35% compared to its 2018 baseline, including a 12% reduction in 2025 over the previous year.

These reductions occurred as the race calendar expanded from 21 to 24 events. The figures include sustainable aviation fuel certificates, also known as SAFc or SAF credits.

These tradable instruments represent the carbon reductions from producing and using SAF. Organisations use them to claim climate benefits without directly purchasing or using the fuel.

According to Formula 1, the sport has eliminated over 80,000 tonnes of CO2-equivalent emissions through Sustainable Aviation Fuels, electrification and other methods since 2018.

Cannes Lions: Adobe Announces Partnerships with WPP, Omnicom

As Cannes Lions 2026 kicks off, Adobe has announced a series of co-innovations and AI integrations, partnering with companies such as Omnicom, WPP and Accenture. 

These solutions, the company says, have been designed to create, activate and measure personalised customer experiences at scale. 

“Agentic AI is no longer something brands experiment with, but what they run on,” says Rachel Thornton, Chief Marketing Officer of Adobe Enterprise.

“Through our partnerships with the world's leading agencies and technology companies, Adobe is building for that reality, connecting paid and owned channels, embedding intelligence across platforms and helping brands define the next era of customer experience.”

McKinsey: Rewiring Marketing for an AI-Enabled Era

According to McKinsey, 90% of CMOs are experimenting with AI use cases – but less than 10% have scaled this or captured value across marketing workflows. 

This lack of progress may be due to what the consultancy terms as an "AI marketing cognitive dissonance" – with 86% of marketers saying they are excited about AI’s potential, while 57% say they are anxious about its potential implications. 

Despite this, McKinsey estimates that when organisations redesign marketing to be powered by AI, they can see significant productivity gains, an increase in savings and revenue and conversion value growth.

Tjark Freundt, Senior Partner at McKinsey & Company, tells Marketing Chief: “AI is making marketing infinitely more powerful as a growth, productivity and ROI accelerator. But it isn’t as simple as pressing down on the AI pedal. Marketers need to evaluate the component parts of the engine, the vehicle and the driver, and determine when AI should drive and when the human does."

IBM and Wimbledon Boost Fan Engagement Using AI

Wimbledon opens its gates on 29 June to around half a million visitors over the fortnight. Hundreds of millions more will follow the tournament through digital channels, accessing content across multiple platforms and devices.

The All England Lawn Tennis Club (AELTC), which manages the championship, has worked with IBM for 39 years. The partnership now centres on a five-year digital development plan entering its second year, with investment focused on enhancing the fan experience through data-driven insights and artificial intelligence.

New features on the website and app aim to serve both casual viewers and dedicated followers. According to the AELTC, the approach treats tradition and technology as compatible rather than opposing forces, recognising that different audiences require different levels of information and engagement – from basic match scores to detailed statistical analysis.