Cannes 2026: Building a Culture of Experimentation in the Age of AI | Courtney Lewis & Courtney Williams, The Variable, Chief Executive Officer, Chief Growth Officer and Partners

Mid-market enterprises and growing brands frequently face severe market friction when trying to compete against category captains with massive advertising budgets. Courtney Lewis, CEO & Partner, and Courtney Williams, Chief Growth Officer & Partner at The Variable, break down how to identify, unlock, and scale hidden growth variables to drive outsized market impact. Key tactical themes covered: Uncovering hidden levers in consumer perception and media consumption for challenger brands. De-risking AI implementation by giving creative teams psychological permission to fail. Building sustainable talent pipelines through structured mentorship and internship architecture. Analyzing the competitive advantages of independent agencies over corporate holding company networks. Courtney Lewis is CEO & Partner and Courtney Williams is Chief Growth Officer & Partner at The Variable, an independent agency helping growth-focused underdog brands punch above their weight class. Connect with our guests: Follow Courtney Lewis on LinkedIn: https://www.linkedin.com/in/courtney-lewis-187b36114/ Follow Courtney Williams on LinkedIn: https://www.linkedin.com/in/courtlyndelle/ Visit The Variable: https://thevariable.com/ Simplify Paid Social with Strike Social: https://strikesocial.com/guaranteed-paid-social-media-ads-outcomes/ Connect with Host Dylan Conroy: https://www.linkedin.com/in/dylanconroy/