Cannes Lions, often called the ‘Oscars of the advertising world,’ is the global pinnacle celebrating creativity, innovation, and excellence in marketing, communications, and advertising. Each year, the festival transforms the picturesque French Riviera town of Cannes into a bustling hub where industry leaders, creatives, and visionaries converge to shape the future of media and communication. Since its inception in 1954, Cannes Lions has grown exponentially, evolving from a niche awards ceremony into an expansive week-long celebration of ideas and innovation, attracting thousands of delegates from every corner of the globe.
In 2025, the festival again surpassed itself, marking a significant turning point in the industry’s trajectory. This year’s event showcased outstanding creative work and provided a clear glimpse into the seismic shifts currently reshaping the media landscape. The increasing prominence of social content creators, the transformative impact of artificial intelligence across creative and strategic processes, and significant shifts in the agency world reflect a decisive break from traditional methods.
In this article, I’ll explore what stood out from Cannes Lions 2025, highlighting key insights, pivotal takeaways, and emerging trends. I’ll also provide forward-looking reflections on how these developments will influence the media and communication industries in 2026 and beyond. Join me as we unpack the insights that made Cannes Lions 2025 a truly transformative edition.
Beyond the Numbers: Inside Cannes Lions 2025
Cannes Lions 2025 was an unprecedented edition in many respects. Drawing over 16,000 attendees from more than 100 countries, the festival cemented its position as the epicentre of global marketing creativity. This year’s awards saw a record-breaking 32,000 submissions across various categories, representing a significant 15% increase compared to 2024. Among these submissions, digital campaigns, particularly those leveraging AI and emerging technologies, saw the steepest rise, accounting for nearly half of all entries.
One of the standout moments of Cannes Lions 2025 was awarding the prestigious Grand Prix for Innovation to an AI-driven campaign developed by a team combining creative strategists and tech specialists. This marked the first time an entirely AI-generated creative execution received such high honours, underscoring AI’s role in contemporary marketing and advertising practices.
Unsurprisingly, social media continued to dominate the conversations, with TikTok, Instagram, and YouTube creators headlining panels and workshops. Notably, influencer-led sessions were among the most attended, highlighting the shift towards recognising content creators as integral to brand storytelling rather than mere amplifiers of pre-existing campaigns.
A particularly fascinating development was the notable diversity and inclusion initiatives highlighted at Cannes Lions 2025. These included a record representation of female and minority creative leaders in panels and award recipients. Workshops and discussions around gender equality, racial equity, and accessibility in advertising reinforced the industry’s growing commitment to these vital issues.
On the lighter side, Cannes Lions 2025 featured memorable moments, including a surprise virtual appearance from an AI-generated version of historical advertising figure David Ogilvy, who amusedly and insightfully commented on modern trends in advertising. Sustainability also remained a central theme, with the festival itself showcasing significant strides in reducing its environmental footprint, including fully digital registration processes and sustainable sourcing for all festival materials. Festival organisers also partnered with local businesses to reduce waste and enhance the positive economic impact on the local community.
Cannes Lions 2025 presented a robust agenda and tangible evidence of the industry’s evolution towards embracing digital-first, inclusive, and tech-driven solutions, reshaping the narrative of creativity in advertising.
Key Takeaways from Cannes Lions 2025
This year, three pivotal themes emerged, reshaping the future of marketing and advertising. By talking to different people around the Croisette, I could spot out the following.
1. Social Content Creators: The Heart of the Creative Strategy
Social media influencers have evolved from mere amplification channels into core strategic partners. According to Influencer Marketing Hub, global influencer marketing spending surpassed $24 billion in 2025, exceeding traditional creative agency budgets for the first time. James McDermott, VP of Marketing at Coca-Cola, commented at Cannes Lions: “Creators provide a level of authenticity and audience connection traditional agencies struggle to match. They’ve become vital to our strategic creative process.”
Nike’s collaboration with TikTok creator Khaby Lame was highlighted as a prime example. This campaign alone garnered over 500 million views and significantly boosted brand engagement. Jenna Waters, Head of Social Strategy at Nike, shared at a Cannes panel: “Partnering with creators who understand digital culture deeply has transformed our approach. They’re not just faces; they’re co-creators.”
Industry expert Sarah Wilson, CMO at influencer agency Collectively, added: “Creators today drive conversations and shape brand narratives with unmatched efficiency. They produce real-time, relatable content that resonates powerfully with younger demographics.”
2. AI: From Buzzword to Fundamental Tool
Artificial intelligence has decisively moved from a buzzword to an integral creative and strategic tool. McDonald’s AI-driven personalised advertising campaign was a key case study. It leveraged dynamic content adjustments based on real-time consumer data, leading to a 25% increase in engagement.
At Cannes, Adobe showcased its new AI-powered creative suite, significantly reducing the time needed to produce high-quality content. “AI enables creators and strategists to focus on innovation and creativity, automating repetitive tasks and improving productivity,” noted Adobe VP, Creative Cloud, Chris Tran.
IBM presented a groundbreaking media-buying algorithm, demonstrating efficiency improvements and targeted precision. Adam Sternberg, VP of AI Solutions at IBM, explained, “AI-driven targeting not only optimises media spend but significantly enhances campaign effectiveness and consumer relevance.”
“AI isn’t replacing creativity; it’s augmenting it. Agencies embracing AI thrive, delivering smarter, quicker, and more precise campaigns.”
Mark Read, CEO of WPP
3. Tech Dominance: The New Mad Men.
The Cannes Lions 2025 confirmed the end of traditional agency dominance and the rise of tech-driven media conglomerates. Omnicom’s acquisition of IPG, creating the world’s largest media agency with $70 billion annual media billing, exemplified this shift.
During a keynote, Jonathan Nelson, CEO of Omnicom Digital, explained, “We’re not abandoning creativity; we’re enhancing it with technology and data-driven strategies. This merger allows unparalleled scalability and innovation capabilities.”
Facebook’s rebranding to Meta and investments in immersive advertising technologies exemplified tech companies’ dominance. “Brands that understand how to harness tech will lead,” stated Nicola Mendelsohn, VP at Meta.
Publicis Groupe’s Chief Strategy Officer, Carla Serrano, at Cannes, remarked, “The Mad Men era of instinct-driven advertising is over. Data-driven decision-making is now paramount. It doesn’t limit creativity; it informs and amplifies it.”
Industry commentator Scott Galloway emphasised this shift: “Agencies now compete with tech giants, whose primary language is data, efficiency, and technology. Traditional agencies need rapid adaptation or risk obsolescence.”
Collectively, these detailed insights and expert perspectives from Cannes Lions 2025 reveal profound transformations driving the media industry’s future, shaping strategies centred on creators, AI integration, and tech-driven dominance.
What’s Next: Media Landscape in 2026
Looking ahead to 2026, several significant trends from Cannes Lions 2025 will drive major shifts in the media landscape. Firstly, the integration of generative AI will deepen significantly, moving from experimental to fully embedded practices. AI-generated content will become the norm rather than an exception, reshaping roles within creative teams and demanding higher digital literacy and tech-savviness among marketing professionals. Sarah Thompson, CEO of Droga5, noted at Cannes Lions, “The coming year will see a dramatic rise in AI-driven creativity, fundamentally altering how creative professionals collaborate with technology.”
Brands like Netflix and Spotify will invest in AI to personalise user experiences. Netflix, for instance, is expected to introduce advanced AI-based content recommendation tools that anticipate user preferences with even greater accuracy, reshaping how consumers engage with entertainment.
Secondly, the creator economy will further solidify its central role in marketing strategy. Brands will increasingly integrate creators into long-term strategic roles, fostering authentic partnerships and deeper community engagement. TikTok and Instagram will enhance creator monetisation features, while emerging platforms like BeReal and Discord will gain attention as alternative spaces for more authentic community-driven marketing.
“Creators will move beyond influencing into co-creation, fully embedded in brand strategy from ideation to execution. Brands that embrace this will thrive.”
Emma Smith, Head of Brand Partnerships at TikTok,
Fashion giants like Gucci and beauty leaders like Sephora are brands to watch in 2026. They are anticipated to launch pioneering creator-driven campaigns that deeply resonate with Gen Z and Gen Alpha demographics.
Thirdly, the trend of consolidation and dominance by large tech and media conglomerates will continue. Companies like Omnicom-IPG will leverage their scale to provide comprehensive, tech-driven marketing solutions. The importance of data analytics and measurement accuracy will escalate, driving brands to seek comprehensive, tech-enabled agency solutions capable of delivering precise ROI metrics.
Omnicom’s Jonathan Nelson predicts, “The media landscape will increasingly favour those capable of effectively harnessing and interpreting vast data sets. Our integrated solutions are poised to meet this demand.”
Amazon and Meta will remain pivotal brands, innovating with data-driven advertising technologies and reshaping consumer targeting and measurement standards. Meta, in particular, will continue expanding its VR and AR capabilities, pushing immersive advertising frontiers.
Moreover, sustainability will remain a pivotal theme, with brands prioritising ethical advertising and genuine sustainability efforts. Transparency in sustainability practices will become essential, pushing agencies and brands to communicate their environmental commitments and progress clearly. Patagonia and IKEA, celebrated at Cannes Lions 2025 for sustainability leadership, will likely continue driving meaningful conversations around ethical consumption and responsible production.
Lastly, immersive technologies—such as augmented reality (AR), virtual reality (VR), and mixed reality (MR)—will become mainstream marketing channels. Brands will use immersive experiences to create more engaging, interactive, and personalised campaigns, fundamentally reshaping consumer interactions and expectations.
Apple’s Vision Pro and Meta’s Quest series are anticipated to spearhead the mainstream adoption of immersive technologies, transforming how brands interact with consumers in digital spaces. Tim Cook, CEO of Apple, shared at Cannes, “We are at the threshold of a new immersive marketing era, providing unprecedented consumer experiences.”
In conclusion, 2026 will mark another significant evolution driven by digital innovation, strategic creator partnerships, AI integration, the consolidation of media giants, and a deepening commitment to sustainability. Brands such as Netflix, Disney, Amazon, and Apple will lead these shifts, making 2026 an exciting and transformative year for the media industry.
José Amorim
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