The Croisette is quiet again. Rosé glasses cleared, the Lions packed up, the industry heading home. But what lingers are the conversations—and the creative provocations—that pulsed through every corridor of Cannes Lions 2025. In a year where AI, brand safety, and economic pressure shaped the global agenda, five...
At Cannes Lions 2025, Jane Wakely, Chief Marketing and Growth Officer for PepsiCo Foods, laid out a blueprint for how creativity fuels business results when it lives far beyond the ad brief. From regenerative farming and local flavour strategy to street food ecosystems and cultural stunts, her message was clear:...
At Cannes Lions 2025, Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Officer, made a clear argument: brands need to stop chasing awareness and start building desire—across categories, across cultures, and at scale. With 400 brands in 190 markets, used by 3.4 billion people each day, Bracey...
Speaking at Cannes Lions 2025, Microsoft AI CEO and DeepMind co-founder Mustafa Suleyman described a turning point in how we relate to AI. “We’re in this moment… where that intelligence is about to be set free from these objects and to travel with us as a companion.” AI, in...
If Duolingo has a strategy, it’s this: move fast, start with the idea—not the budget—and let experimentation do the heavy lifting. In his Cannes Lions session, Duolingo CMO Emmanuel Orssaud shared the thinking behind the brand’s famously unhinged presence and gave a practical look at how...
Tor Myhren, Apple’s VP of Marketing Communications, opened this year’s Cannes Lions with a talk on the role of human creativity in an increasingly automated industry. Through examples spanning hearing loss, immersive cinema, live brand activations, and shot-on-iPhone films, he outlined a creative philosophy rooted in emotional clarity,...
