Standout Moments from Cannes 2025
Industry Leaders Share Their Biggest Takeaways From the Festival
The Cannes Lions International Festival of Creativity returned this June for its 72nd edition, once again drawing the world’s top marketers, advertisers, technologists, strategists, and media minds to the vibrant streets of Cannes. Over five packed days, the industry came together to celebrate boundary-pushing creativity, explore transformative ideas, and chart the industry’s course for what’s next.
With the dust (and jetlag) finally starting to settle, we reached out to some industry thought leaders who were there to share key moments, themes, and conversations that stood out most during the festival. Here’s what they shared with us:
Mari Kim Novak
Advisor, Yieldmo
As the conversations from Cannes Lions 2025 settle in, three themes stood out with lasting impact.
First, while AI dominated the headlines, what was more telling was the clear lack of infrastructure to support it at scale. Some companies have entered early and are already seeing their investments pay off with tangible solutions—others are likely setting up urgent meetings this week to figure out their next steps. But so much opportunity lies in building the systems, talent models, and operational frameworks needed to scale AI responsibly and effectively.
Second, Creators were everywhere—not just featured, but taken seriously. Their role has moved from the margins to the center, offering brands authentic audience connection and a credible path to both cultural relevance and commercial results.
And finally—yes, it was super hot—but the week was also a powerful reminder of the value of being face to face. From honest conversations to spirited debates and imaginative thinking about how our industry needs to evolve, it was energizing to reconnect with old friends and make meaningful new ones.
Matt Miller
President and CEO, AICP
If you ask AI what the common thread of talks at this year’s Cannes Lions International Festival of Creativity was, it would tell you it was, well, AI, proving that AI, at its core, is narcissistic—because it most likely had a hand in writing most of the data and tech-centric speeches that dominated the stages at the Palais and the plywood covered branded beaches (there is still sand under there, isn't there?).
Which brings me to my second observation, which is how “creative people” spoke about AI during the festival; universally emphasizing (in their own ways) that without humanity, creative thinking, and talent, AI is a shortcut to mediocrity at best. In other words, talent development is still the most important, valuable, indispensable differentiating element between groundbreaking work and forgettable crap.
And my simple takeaway from the week: investing in technology is not a solution without investing in the next generation of talent that will use it. If you don’t believe me, ask Chat GPT. I did, and it said: “Human talent and insight are essential when using AI in advertising because they infuse creativity, cultural relevance, and emotional intelligence that machines alone cannot replicate.”
Amanda DeVito
CMO, Butler/Till
Something shifted at Cannes this year—the festival wasn’t just about standout work, but a deeper reckoning with how we lead and what we value. AI moved from buzzword to backbone, with real momentum around operationalizing it. Ad tech faced a wake-up call: marketers want less noise, more interoperability, and results that mean something. And DEIB? It’s not a four-letter word at Cannes—it’s evolving into what it always should’ve been: a driver of innovation and growth. The real magic happened between panels, in the honest, human conversations shaping our industry's future.
Taylor Guglielmo
President, Chemistry
I was a Cannes rookie this year, so it took me a minute to stop chasing the schedule and start following the magic. Chief did an especially great job of bringing women in leadership together; their WhatsApp thread was less itinerary and more secret map. A last-minute boat trip led to a new friend, a yacht, and a lunch with monks; you can’t plan that. You just show up to Cannes with curiosity and let the dominoes fall.
My favorite truth of the week (outside of Jeff Goodby mic dropping that fear and jealousy are essential in this biz) was that when it comes to AI, we’re all in danger of looking the wrong way. Everyone’s talking about how to use AI to market. But no one’s ready for when we have to market to AI.
Nate Swift
President, BarkleyOKRP
The tension between speed and craft was everywhere at Cannes this year. With AI dominating every conversation, it’s clear that while the tools are evolving fast, the expectation for smart, brand-building creativity isn’t going anywhere. The best work—on stage and behind the scenes—came from teams that integrated media, data, and creative from day one. There’s also a noticeable shift in how CMOs approach experimentation: they’re open to trying new things but more focused than ever on measuring what actually moves the business. That’s the challenge—and the opportunity—our industry needs to meet head-on.
Sheila Marmon
Founder and CEO, MirrorDigital
What really stood out to me during the week was the return of CMO magic. Amid the buzz around AI and automation, it was refreshing to see marketing leaders not just present, but center stage—driving strategy, pushing creative boundaries, and redefining what brand leadership looks like in a disruptive world. The conversations were practical, inspiring, and rooted in action. There was a sense that CMOs have reclaimed their seat at the table as growth architects, not just brand stewards.
I also noticed a serious momentum around growth audiences. Many of the discussions in Cannes weren't framed as a DEI initiative, but rather as a business initiative. From emerging global consumers to historically underrepresented segments, there was a growing recognition that relevance equals revenue, and that understanding culture is no longer optional. This shift opens new doors for strategic partnership, for shaping the brief earlier, and for creating work that actually grows market share.
Hasan Ramusevic
Founder and CEO, HARMONIUM
Several themes surfaced throughout the week. The line between brand and performance is thinner than ever. Strong brand work should drive performance, while smart performance work should build brand. The same goes for AI and human creativity. The most thoughtful marketers are not choosing sides. They are looking for ways to use AI to amplify original thinking rather than replace it.
What stayed with me most was the overwhelming presence of signage, banners, and branded spaces covering the Croisette. It felt like a physical manifestation of what advertising has become. Thousands of messages, all competing at once, each one louder than the last. The beauty of Cannes felt buried beneath it, and, in a way, so was the beauty of storytelling. The industry is chasing attention when it should be earning it.
Jon Bond
CEO, Bond World
Cannes Lions, which used to be a creative-centered event, has evolved into a sales conference for ad tech, brand CMO self-promotion, and an M&A pitch-fest. The creatives are largely ignored because they have no budgets to spend! The lions are carnivores hungry for their next meal, whilst the herbivore creatives sit on the sidelines.
Laurel Rossi
Chief Growth Officer, Infillion
I was delighted to see, hear, and feel emphasis on neurodiversity over the course of the entire week. Interest in nurturing neurodiverse talent, acknowledging their contributions across the industry, and focusing on the 53% of Gen Z neurodivergent consumers who identify was profoundly important to how we make work, do work, and nurture talent. Havas on the mainstage with Yannick Bollore, Havas Chair, Donna Murphy, Global CEO, Havas, recording artist Lola Young; Renee Connolly, chief belonging and inclusion officer at Merck; and The New York Times’ Michael Barbaro; the neu projects "safe space" on the Croisette, and panels featuring Creative Spirit neurodiverse talent at the Infillion Cafe kicking off with Neurodiversity Pride Day on Monday, June 16th and featuring Megan Henshall, from Google, and Kathryn Parsons, neuroverse by Havas were some of the highlights in my opinion.
Eric Wilson
CMO, CrossCountry Mortgage
What I’m taking away from Cannes this year is that we’re standing at a powerful intersection. AI is an incredible tool, but it’s also forcing us to rethink long-held agency and marketing norms. As an industry, we’re at a fork in the road. Do we cling to legacy models, or do we collectively reimagine how we work, create, and collaborate?
There’s a real opportunity here to evolve agency structures and embrace technology not as a threat but as a teammate. I keep coming back to a word I use to describe the best marketers and creatives I know: ‘curiosity’. We have to stay curious—constantly pushing ourselves to adapt, experiment, and think differently.
Marketers shouldn’t be the ones resisting change—we should be the ones leading it. If we approach AI with curiosity, creativity, and an ethical lens, it can unlock new potential for our work and our teams. Cannes left me inspired by what’s possible, but also aware that not everyone is on the same page. There are still many holding tightly to outdated models. It’s time to move forward, together.
John Partilla
CEO, Screenvision Media
For me, Cannes is always a unique “time travel experience.” You’re working alongside your current team partners, you’re often running into wonderful friends, clients, and teammates from the past, and you’re spending most of the time building plans and opportunities for the future. This year, I felt there was more focus on work and future-oriented efforts than in any year prior.
June 27, 2025
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