The worlds of creativity, media and commerce are converging like never before. Changes in consumer shopping behaviours are undermining long-held ideas of the purchase funnel and the distinction between brand-building and performance advertising. Join this Creative Impact Unpacked session to hear from retail expert Colin Lewis about how the boundaries between media and commerce are breaking down. Then gain an exclusive insight Walmart Head of Media, Jill Toscano and Fallon CCO, Nikki Baker into how that convergence demands a fresh approach to creativity. Taking place throughout the week, the Creative Impact Unpacked series delves into key themes defining impactful creativity. Get inspired by five different perspectives and unpack what really matters when it comes to effectiveness. — The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness. —