A conversation at Cannes.
Brand as Your Moat.
Brand as Your Moat.
Inside AWS’s marketing reinvention. What changed, what challenged it, and what to put in place now. Filmed live at the Beach Stage, Brand Innovators Cannes 2026.
Inside AWS’s marketing reinvention. What changed, what challenged it, and what to put in place now. Filmed live at the Beach Stage, Brand Innovators Cannes 2026.
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About the session
A candid look at what AWS rebuilt, and what it takes to make brand the governance layer of an AI-shaped organization.
When AI shapes execution, what guides the brand?
When AI shapes execution, what guides the brand?
AWS is working through that question in real time. Across a 1,000-person marketing organization, the team is rethinking how work gets done, and how brand functions: not just as a creative discipline, but as a strategic governance layer that helps guide decisions at scale.
AWS is working through that question in real time. Across a 1,000-person marketing organization, the team is rethinking how work gets done, and how brand functions: not just as a creative discipline, but as a strategic governance layer that helps guide decisions at scale.
At the center of that shift is brand context: a living understanding of where the brand stands, the influencers and voices shaping perception, and what allows scale to feel intentional rather than chaotic.
At the center of that shift is brand context: a living understanding of where the brand stands, the influencers and voices shaping perception, and what allows scale to feel intentional rather than chaotic.
On stage at the Beach Stage, leaders from AWS Brand, Analyst Relations, and Measurement sat down with BlueOcean CEO Grant McDougall for a candid look at what this transformation actually requires: what changed inside the organization, what challenged it, and what marketers can start putting in place now.
On stage at the Beach Stage, leaders from AWS Brand, Analyst Relations, and Measurement sat down with BlueOcean CEO Grant McDougall for a candid look at what this transformation actually requires: what changed inside the organization, what challenged it, and what marketers can start putting in place now.
In conversation.
The people on stage.
The people on stage.
One moderator. Four AWS marketing leaders. A morning on a beach in the South of France.
One moderator. Four AWS marketing leaders. A morning on a beach in the South of France.
Grant McDougall
Grant McDougall
Co-founder & CEO
Co-founder & CEO
BLUEOCEAN
BLUEOCEAN
MODERATOR
Tim Hoppin
Tim Hoppin
Global Head of Brand and Creative
Global Head of Brand and Creative
AMAZON WEB SERVICES
AMAZON WEB SERVICES
SPEAKER
Melissa Grant
Melissa Grant
Global Head of Analyst Relations
Global Head of Analyst Relations
AMAZON WEB SERVICES
AMAZON WEB SERVICES
SPEAKER
Hallie Sinclair
Hallie Sinclair
Measurement Lead
Measurement Lead
AMAZON WEB SERVICES
AMAZON WEB SERVICES
SPEAKER
Katharine Kemp
Katharine Kemp
Analyst Relations Lead
Analyst Relations Lead
AMAZON WEB SERVICES
AMAZON WEB SERVICES
SPEAKER
Context is the advantage.
Bring this clarity to your brand.
Bring this clarity to your brand.
BlueOcean is Context AI for marketers, synthesizing thousands of signals into the brand context teams need to decide with confidence and outposition competitors.
BlueOcean is Context AI for marketers, synthesizing thousands of signals into the brand context teams need to decide with confidence and outposition competitors.
Learn more about BlueOcean
Learn more about BlueOcean
→
2026 BlueOcean – All Rights Reserved
2026 BlueOcean – All Rights Reserved
2026 BlueOcean – All Rights Reserved
2026 BlueOcean – All Rights Reserved
