MLB CMO and Higgsfield AI unveil new marketing events at Brandweek

During the Cannes Lions 2026 Marketing Vanguard series, Uzma Rawn Dowler, chief marketing officer and senior vice president of global corporate partnerships at Major League Baseball, explained that fan fandom should be treated as identity and described how MLB leverages its eight‑month season for continuous storytelling and partner integration.

In a separate initiative, AI‑driven advertising platform Higgsfield AI partnered with ADWEEK to launch an "Adathon" contest offering $85,000 in platform credits. Teams have until August 24, 2026 to produce an AI‑assisted ad, with first‑place winners receiving $50,000 in credits and a trip to ADWEEK’s Brandweek event in Atlanta, September 15‑17, 2026.