The Digiday Podcast: Kimberly-Clark’s Patricia Corsi on the AI Hype & Cannes Jargon

Release Date: June 16, 2025

Introduction

In the latest episode of The Digiday Podcast, hosts Kamiko McCoy and Tim Peterson delve into the dynamics of the upcoming Cannes Lions event. This episode spotlights an insightful conversation with Patricia Corsi, the Chief Growth Officer at Kimberly-Clark, providing listeners with an in-depth understanding of her perspectives on AI, industry challenges, and Kimberly-Clark's strategic initiatives at Cannes.

Overview of Cannes Lions Coverage

Kamiko McCoy introduces the podcast's special focus on Cannes Lions, highlighting a series of live reports and interviews aimed at uncovering trending topics and big stories pertinent to brands, agencies, and publishers navigating the digital landscape.

Kamiko McCoy [00:10]:

"This week, it's all about the Cannes Lion... I'm super excited."

Tim Peterson complements this by outlining the breadth of interviews and discussions planned, ensuring listeners that the coverage will be comprehensive and grounded in real-time insights from the event.

Interview with Patricia Corsi

Background and Role at Kimberly-Clark

Patricia Corsi, a seasoned executive recognized as one of the top 10 CMOs in 2023, discusses her new role at Kimberly-Clark and her inaugural attendance at Cannes in this capacity.

Patricia Corsi [04:36]:

"This is my first year going to Cannes with Kimberly-Clark... super excited to get my POV."

She emphasizes her dual experience from previous positions, which informs her strategic approach to growth and creativity within the company.

Approach to Cannes

Corsi articulates a shift in Cannes from mere social events to a hub for strategic business meetings. She underscores the importance of integrating creativity into growth strategies and maintaining a balance between networking and absorbing creative work.

Patricia Corsi [05:24]:

"Khan is becoming more and more a business meeting... bringing creativity to the center of growth is one of the most important things."

She highlights her personal strategy of avoiding excessive social distractions to focus on inspiring creative work, drawing inspiration from diverse global contributions showcased at Cannes.

Key Themes: AI and Retail Media

A significant portion of the discussion centers on the evolving role of Artificial Intelligence (AI) in marketing. Corsi reflects on the transition from AI being a topic of future potential to its current integration and the necessity for measurable results beyond mere content creation.

Patricia Corsi [01:14]:

"A big expectation there. If last year it was expectations for AI... now the conversation is we've used it, where are my measurable results?"

She advocates for a balanced discourse on AI, avoiding extreme narratives of either utopian efficiency or dystopian job losses, and promoting its use as a tool for enhancing creativity and operational efficiency.

Patricia Corsi [13:36]:

"I think there is a great opportunity to really explain in simple terms... it's not something that either you do it or die."

Corsi also touches upon the expansion of retail media's footprint, mentioning Kimberly-Clark's strategic presence in grocery stores like Albertson's to bolster their market engagement.

Industry Challenges: Consolidation and Economic Factors

The conversation shifts to broader industry challenges, including consolidation within media and advertising agencies and the impact of economic headwinds such as potential recessions and tariffs. Corsi discusses how these factors influence strategic planning and investment in events like Cannes.

Patricia Corsi [16:38]:

"What is the role of AI, how it can improve, how it's going to change the industry... the role of craft."

She notes that despite economic uncertainties, maintaining a focus on creativity and strategic partnerships remains paramount for sustained growth and industry relevance.

Team Dynamics and Goals at Cannes

Corsi outlines Kimberly-Clark's comprehensive agenda for Cannes, which includes launching a Creative Council, recognizing outstanding team contributions through initiatives like "roofing reporters," and fostering relationships with strategic partners.

Patricia Corsi [07:22]:

"We are going to meet our strategic partners... launch our Creative Council in Cannes."

She emphasizes the importance of blending senior leadership with emerging talent to ensure a robust presence and meaningful engagements throughout the event.

Balancing Work and Festival Atmosphere

Acknowledging the dual nature of Cannes as both a business forum and a social festival, Corsi discusses how Kimberly-Clark's team plans to juggle strategic meetings with opportunities to unwind and network in a balanced manner.

Patricia Corsi [21:44]:

"This is an opportunity to be talking to publishers... play hard at night when there is no more meetings."

Brand Announcements and Projects at Cannes

Corsi teases upcoming announcements from Kimberly-Clark, highlighting innovative projects and campaigns across various brands such as Poise and Huggies. She emphasizes the company's commitment to purpose-driven marketing and breaking societal taboos through creative initiatives.

Patricia Corsi [25:39]:

"We have some great pieces of work that we have submitted... presenting the brand as a partner with the work that we are doing."

She underscores Kimberly-Clark's global presence and the importance of maintaining differentiation and value-added propositions to remain a beloved brand worldwide.

Travel Considerations Amid Global Challenges

Addressing potential travel restrictions and logistical challenges, especially in light of concerns raised by Ad Age regarding travel fears, Corsi reassures that Kimberly-Clark's global team structure allows for flexible participation without significant disruptions.

Patricia Corsi [28:14]:

"We have a global team that is spread across the globe... everyone is very excited to join."

She remains optimistic about the event's success and the continued evolution of Cannes as a pivotal platform for innovation and connection.

Conclusion

The episode concludes with Kamiko McCoy expressing gratitude to Patricia Corsi for her valuable insights and a preview of the dynamic week Cannes is set to be. Listeners are encouraged to stay tuned for further coverage and to engage with the podcast through sharing and feedback.

Notable Quotes with Timestamps

• Kamiko McCoy [00:10]:

  "This week, it's all about the Cannes Lion... I'm super excited."

• Patricia Corsi [04:36]:

  "This is my first year going to Cannes with Kimberly-Clark... super excited to get my POV."

• Patricia Corsi [05:24]:

  "Khan is becoming more and more a business meeting... bringing creativity to the center of growth is one of the most important things."

• Patricia Corsi [13:36]:

  "I think there is a great opportunity to really explain in simple terms... it's not something that either you do it or die."

• Patricia Corsi [25:39]:

  "We have some great pieces of work that we have submitted... presenting the brand as a partner with the work that we are doing."

• Patricia Corsi [28:14]:

  "We have a global team that is spread across the globe... everyone is very excited to join."

This comprehensive summary encapsulates the key discussions and insights from the episode, offering valuable takeaways for listeners interested in the intersection of marketing, AI, and strategic growth within the dynamic environment of Cannes Lions.