Bonjour! (And that, dear reader, is the full extent of my French.)
If you’re after a sharp think piece on what Cannes Lions 2025 says about the state of creativity, AI, and advertising’s moral compass—please, by all means, close this tab and read something more polished. This is a sleep-deprived reflection written somewhere between my last espresso and the cab ride to Nice for a wee break. I’m pretty sure I’m still covered in sand. Also, sun oil glitter. Possibly both.
Let’s start here: Cannes has always been a bubble. That's not new.
For years, this week has been the industry's favourite mirage, the place where real-world problems could be blurred out by the sun. But not this time. Too much is bearing down on it all at once: geopolitical turmoil, tarriff uncertainty, AI panic, agency consolidations, and job losses. What once felt like a bubble is now at risk of becoming a pressure cooker. The anxiety is ambient, even in the off-the-record chats.
Of course, you wouldn’t always know it from the Croisette. There, things still sparkle. Delegates moved from panel to panel with tote bags in one hand and optimism in the other. Sprawling brand activations hummed along. Someone cried into an Aperol. But beneath the rosé and beach umbrellas, the real conversation is surely shifting. Because while AI didn’t dominate the trophies this year, it owned the air.
Meta, Google, Adobe, and other platforms showed off their shiny new generative AI tools—and curiosity and unease around AI were evident in every side conversation, every yacht briefing, every prediction about what’s next. But the work that won was profoundly human, not algorithmic. It was simple, clear, purposeful, based on gender equality (AXA's 'Three Words'), or inclusion (Channel 4's 'Considering What'). From herpes ('Best Place to Have Herpes') to the breathtakingly subtle Viagra ('Make Love Last'), this blurry Kama Sutra run-through covers all the bases—literally, highly engaging and once again conveying product benefit in the best possible way. Lovely stuff.
Side note: Cannes 2025 may go down in history as the year every brand suddenly became a health brand. From skincare to sexuality to mental wellbeing, health was no longer a vertical—it was a lens. And purpose had a different meaning.
And purpose still showed up, but not in a lofty "save the world" sense—more in the clamour that brands must do something useful, and be clear about it.
There’s still a lot the industry needs to figure out. AI is going to keep shaking the table. Economic pressures will keep agencies guessing. Not everyone has the luxury of philosophical panels and beachfront debates. But if we can take one thing from this week, beyond the hangover and the sun damage, it’s this: because the world feels uncertain, people don’t want noise. They want clarity. They want truth. They want relevance that isn’t forced. They want stories that stick.
And maybe, just maybe, Cannes isn’t a distraction from all of that. Maybe it’s a test, a way of seeing what still holds up under the heat and the hype. So here’s to that. Here’s to the work that earns attention, to ideas that live beyond case films, to creatives who haven’t lost the plot... or the point.
As for me, I’ll be unpacking (emotionally, not just literally) for a while. And possibly finding sand in my shoes for the next month. Until next year, Cannes.
Be kind to the young talent.
And someone please remind me not to pack wedges.
Day 4: Cannes is peaking, I'm forgetting my selfies
Welcome to the ad industry’s annual spritz of Mediterranean saltwater, a whirlwind of rosé-fuelled soirées, brand-backed beach bashes, and yes, the collective sweating in linen that somehow brings us all together.
Below are notes from my week in Cannes... equal parts sunburn, insights, details of what's to come and overall information overload.
At this point, walking the Croisette isn’t really walking, it’s accidental networking under a light glaze of sweat. I’ve stopped counting how many people from Hong Kong and Singapore I’ve bumped into while zigzagging between beach activations and side-street interviews, iced latte in one hand, bags in the other.
This was a very Publicis morning: coffee with Amy Hadfield, Publicis Groupe’s global comms lead, kindly arranged by Barbara Messer. Also, I finally met Barbara in person after three years of WhatsApp threads, email chains, and shared deadlines. No agenda, just an easy catch-up that felt like a long, relatable conversation than a planned meeting. One of those Cannes coffees that fills your cup literally and figuratively. 10/10 would caffeinate again.
Then came the power stroll (read: low-key panic march) back to the press room, where I sat down to write and predictably ended up in a 45-minute conversation with fellow journalists about whether this year’s creative work is getting braver or just better packaged. Verdict: inconclusive. Word count: one paragraph.
Next on the schedule was a session at the Debussy Theatre where Martin Sorrell was in conversation with Linda Sheng from MiniMax and Tanzeen Syed from General Atlantic on how AI-powered video is changing brand agility. A refreshingly low on jargon, sharp session. No prizes for guessing that the takeaway is that AI is officially a middle-of-the-funnel menace and not an add-on. We’ve advanced from talking about what’s possible to what performs.
After that, and a much-needed iced Americano, I finally nailed down time with the Hakuhodo gang after what felt like the longest game of calendar ping-pong on the Riviera. Worth every back-and-forth.
Met the lovely Ayami Nakao, the agency’s Paris-based senior corporate officer and chief client officer for Hakuhodo International, also a juror in the Creative Effectiveness category, Kentaro Kimura who is judging the Titanium category. Kentaro has been a Cannes jury president for four time till now! They were joined by Chandu Rajapreyar, group ECD, Veitnam a and Innovation juror, Pathida ‘Jern’ Akkarajindanon, Wolf BKK’s ECD (Direct), and copywriter Taro Taniwaki, the juror in Design caegory.
We had a lush conversation that flowed from jury room dynamics to the finer points of design as visual storytelling, with detours into Tokyo meet-ups and what craft really looks like in 2025.
Taro, by the way, made a genuinely compelling case for thinking of design as visual copywriting. He is writing an opinion piece for Campaign Asia-Pacific, so stay tuned.
I also had a quick sit-down with Chandu for a deeper chat on judging Innovation. There’s something grounding about hearing people talk about the work with such intent and care. Cannes, even in its chaos, still delivers those moments where you remember why you do this.
Overheard on the Croisette as I weaved my way to the next meeting:
“Is it still a meeting if no one remembers what was said, but we took a selfie?”
Relatable. For most parts, I forgot to take selfies today, which means either I was fully present in the moment, or I’ve officially turned into a Cannes ghost.
The last stop of the day was back at the Publicis Café for a chat with Sapna Nemani, APAC chief client officer and first-time Cannes juror. She’s judged Spikes before, but like everyone says, Cannes is a different beast.
We talked about her jury experience in the Innovation category, work that stood out, the brief and the bar for judging. Discussed the Grand Prix winner in the category, 'Sounds Right,' that struck the perfect balance between social impact and scale. It’s a good reminder: innovation isn’t about shiny new things. It’s about things that work.
Closed out the day with yet another Croisette stroll, watching a blur of branded activations spill into each other like a chain reaction of DJ decks, iced drinks, and creative ambition. At one point I passed a crying delegate with an Aperol in hand and thought, yes, that just about sums it up.
Steps logged: 18,426.
Brain cells left: negotiable.
Mood: sun-toasted, slightly sentimental, and strangely optimistic.
Day 3: AI is everywhere. So are the speedos.
It’s Day Three at Cannes Lions, and AI has officially outpaced the rosé.
The Croisette is gently melting. It’s hotter than usual, and it’s quite the runway of white linen and shared perspiration. Delegates mumble words like "creativity," "commerce" and "brand transformation" while quietly scanning for shade and a bottle of water. Even the rosé is sweating.
Intelligent observation from standing in far too many queues: the unofficial Cannes uniform this year is gold-rimmed Celine sunnies. Unmistakably premium, effortlessly timeless. No logos, just taste. A soft power play in eyewear form.
Now, back to AI.
Everywhere you turn, someone’s launching an AI-powered tool, platform or framework, usually with a name that sounds vaguely surgical. The language is on loop: "human-led," "human-backed," powered by "human ingenuity." These phrases are being tossed into future-facing decks like parmesan on a sad agency salad. The copy editor in me is screaming AI fatigue. The irony is rich.
Elsewhere, the festival rolls on in full swing: panel sessions, media announcements, rooftop dinners, and yes, a few veiled jabs dressed up as industry insights. It’s Cannes, after all... getting noticed is still the most prized currency.
And few people know how to hold attention quite like David Droga, who chose the Accenture yacht as the site of his farewell mic drop. “The industry is collapsing,” he declared, before handing the keys to Ndidi Oteh, who now has the unenviable task of building "something no one expects." Droga didn’t hold back: torching holding company silos, questioning the commodification of creativity, and making it clear that Accenture Song won’t be playing by anyone else’s rulebook. This was a select press breakfast, the report is here.
If there was a Cannes leaderboard for dramatic, that would be hard to top. Though Sorell's side-swipes at Mark Read would certainly be climbing.
And then I queued for Sport Beach for Stagwell’s top boss, Mark Penn’s interview.
Yes, queued. Again. Even after queuing yesterday for a pass.
Overheard while slowly crisping in the sun:
“I own a company. People should be paying to listen to me. Why am I standing in line like a common delegate?”
"I can’t unsee my CEO in speedos.”
"I’m here to support emerging talent,” one exec told me, while her assistant struggled with three packed canvas bags and two iced drinks.
Inside, Mark Penn was sitting in a C-suite panel with heavyweights from New York Times, Wall Street Journal and The Trade Desk to discuss the fate of news in the age of attention overload and advertising amnesia.
It was a stacked, sharp session and refreshingly low on fluff. For once, few in the audience were dual-screening.
Later, I sat at one of the content studios with Mark for a longer conversation on Sport Beach as a brand-building move, Stagwell’s challenger mentality, agency economics, AI’s margin squeeze, and how the looming Omnicom-IPG merger could shake clients and talent alike.
“We are the cockroaches of the industry, marketing has the habit of surviving,” said Penn on the constant tech disruption and the overused narrative of agency obsolescence.
The full interview drops on CampaignAsia.com very soon. Watch this space.
Also made a quick stop to catch Ad Net Zero’s launch of version 1.2 of the Global Media Sustainability Framework (six channels, voluntary emissions standards, and a lot of acronyms). Find the details here.
On to the next: the recording of Campaign’s global podcast, episode 2.
Joined our brilliant editors from across the globe: Maisie McCabe (UK), Luz Corona (US), and Chris Powell (Canada) at Campaign House for a candid chat about our Cannes observations, overall highlights, creative wins, among other things. This makes for episode two of our Cannes podcast. Bookmark it here.
And then, the part we were all waiting for: Campaign’s annual Cannes party at Carlton Beach. There’s a video below to get a sense of the flavour. There were more than 600 guests from across global advertising from Asia, India, Germany, Turkey, the UK, the US and Canada all made it to the beach, proving once again that Cannes is the world’s biggest industry reunion.
Called it a night at 19,000 steps. Back to the humble Airbnb that somehow feels further away each evening. This post brought to you by two late-night cappuccinos and one existential walk back through the still-buzzing Croisette.
Late-night reflections
Carlton still buzzes like a frat party, just with suave tailoring and a Moet sponsorship.
It’s easy to get swept up in this bubble… between the sun, the premium sunnies, and the beachfront panels about AI, creativity and purpose with ROI, the real world is getting shaped by job losses, actual wars, tariff threats.
So, once the rosé wears off, how much of this actually matters? Does the deluge of product launches and LinkedIn humblebrags really matter? What’s the one idea, panel, or conversation that will outlive the sunburn?
Because under all the noise, that's the thing I want to remember.
À demain!
Day two: Criosette catch-ups
Well, it's the end of Day 3, and let’s just say my social battery is officially running on fumes. I’m a day behind on this blog (classic Cannes chaos), but before we get to Day 2 highlights, let’s talk about the event of the night—the iconic Campaign party on the Carlton Beach.
A bunch of industry luminaries, both familiar and new showed up, some mingled with a seltzer in hand, others fully committed to the rosé life, and a few even pulled off some surprisingly coordinated dance moves. Because I’m feeling generous, below is a little sneak peek. And excuse the trippy phone video.
Havas rebrands Converged
Started the day with a croissant and a side of corporate ambition at the Havas Café. CEO Yannick Bolloré addressed a packed press room and announced that Converged is rebranding as Converged.AI with a €400 million investment over the next four years. The ambition is to be identified as an “AI-driven company”: ambitious, it’s techy, and it’s the kind of big talk you expect at Cannes.
From there, I had one of those rare and wonderful Cannes moments: meeting someone I’ve worked closely with for years for the very first time. Over coffee, I finally met Anish Daryani, CEO of Moonfolks and Havas Moonfolks (Indonesia). Cannot believe it’s been three years of collaborating remotely (also marking my third work anniversary at Campaign Asia-Pacific!)? Exchanged notes on the highs of our first Cannes experience from one “Cannes virgin” to another. Fantastic chat and a lovely reminder of how much of this festival is about real-life connection after years of screens.
Next stop: the basement of the Palais
Aka creativity’s answer to Willy Wonka’s chocolate factory.
The basement of the Palais is where all the shortlisted campaigns come to life—everyone insisted I make time for it, and now I understand why. Walking through this treasure trove of creativity, you are completely swept up: idea after idea, each one different and beautiful than the last. It's an immersive, and inspiring experince. For the seasoned Cannes crowd, it’s a familiar pilgrimage. For a first-timer like me, it was a lot of wonder.
Lunch dialogues
Back to walking along the Croissette to meet UltraSuperNew’s comms partner, Zoe Brooks, for lunch. Gorgeous conversation, zero photos.
Meanwhile, the Croisette is absolutely chock-a-block with delegates, the sun beating down. I’m playing sunburn roulette, and losing. Stood in the queue for an hour to get my pass at the Sport Beach for Stagwell CEO Mark Penn’s interview later in the week. Yes, an hour. For a pass. For the uninitiated, Sport Beach is Stagwell’s mega-activation at Cannes which has become quite a brand in itself. Here, athletes, marketers, and agencies mingle, network, and—if you’re lucky—play a little pickleball and talk shop.
CMO edition
Next up: a conversation with Yahoo’s global CMO, Josh Line, in hands-down the best meeting room I’ve ever been in. Mediterranean sun-drenched views, salty breeze and an ice-cold seltzer.
Josh has an interesting background. He’s spent over 15 years at Paramount, climbing various rungs to chief brand officer, with a stint on the agency side before all that. Now, just a couple of months into his new gig at Yahoo, he discussed the challenges in the role, steering marketing at a legacy company. We covered a lot of ground: the pressure and promise of his role, the realities of transforming the OG of the internet, what AI means for the future, and, of course, his first impressions of the Cannes circus.
Industry therapy
Rounded the day with an evening chat with Dheeraj Sinha, FCB’s Group CEO for South Asia. We cut through the festival noise: state of the industry, the endless panel parade, toasted to FCB’s trophy haul. Banter on the frivolity of helicopter parenting and the lighter side of agency life.
As I strolled back along the Croissette, the energy was still peaking. Beach parties are packed, rosé is flowing, and the night is showing zero signs of winding down. Cannes, you really don’t do “quiet.”
More tomorrow, assuming my phone and feet survive.
Catch you on the Croisette (or in the next queue).
Day one: Badges are printed and the energy is crisp
Woke up somewhere between time zones, body clock wildly confused, and a South of France jolt that has a way of keeping you alert, no matter how wee bit you slept.
After a quick coffee (okay, two), I strolled down to the registration hall to pick up my badge. The process is a simple barcode scan, a quick print, sans any human interaction. Weirdly efficient for a festival with tens of thousands of people from 90 countries.
First stop: Apple’s top marketing executive, Tor Myhren, opened the festival and wasted no time addressing the elephant in every Cannes room: artificial intelligence. “The good news is AI is not going to kill advertising,” he said, pausing to let the words sink in. “The bad news is, AI is not going to save advertising. We’ve got to save ourselves.”
A self-described optimist, he called AI “the most exciting creative tool we’ve seen in our lifetimes” but stressed that no machine—no matter how advanced—can replicate what makes us human. “To fall in love with your brand, it’s not enough for marketing to make you simply understand something. It has to make you feel something. And I think people are so much better at this than machines. I really do.”
I found myself nodding along even though a few folks found the “hard sell” of Apple’s products and campaigns “unnecessary.” (More on that session here.)
Sorrell on Cannes evolution, AI, and “weaseling out”
From there, it was off to Monks Café, where I met S4 Capital’s Martin Sorrell and Fay Denis du Peage, VP of media APAC, over coffee. The interview, as always with Sorrell, was sharp and unfiltered.
He spoke about the festival’s shift towards a more tech-driven focus, the challenges facing the holding companies, and its future, the timing of Mark Read’s exit from WPP, just as Cannes Lions kicked off, didn’t escape his scrutiny. “To pin it on AI,” he said with a wry smile, “is a ‘weaseling out.’”
Sorrell also touched on the pressure traditional holding company models are under, especially as digital and AI are front and center. The conversation covered enough ground to warrant a story of its own. Stay tuned for more on that soon.
Disney on the power of storytelling
Disney has taken over the stage, the beach, and, frankly, a building. The 15-foot chrome Mickey installation (below) at the Hotel Martinez is hard to miss.
Sat through a session moderated by Dana Walden, the co-chair, Disney Entertainment with writer/producer Dan Fogelman and Emmy Award-winning actor Sterling K. Brown to talk about the magic of storytelling via their collaborations on This Is Us and Paradise. Endearing, filled with camaraderie and inside jokes, it felt more like eavesdropping on old friends than a formal session. Fogelman opening up about losing his mom and how it changed his writing was profound.
“My mom was like my person that I navigated the world with,” he said. “She passed away under surgery that I helped organise for her that was non-life-threatening, and she died.” He called the tragedy a “car crash of an event” that shaped much of his writing.
“So much of what I write has become about the little moments that come from that, and the big moments and the feelings—trying to find joy, trying to look at my young family now and think of my mom, and not let that make me sad because she’s not here to have ever met her grandchildren, but to carry her forward,” he said.
I wasn’t expecting an emotional gutpunch. Losing someone who is your person changes everything. It’s a shift in how you see the world and how you move through it… and how you carry them with you. In the quiet moments and the overwhelming ones, you find ways to honour their love and lessons while continuing to write your own story.
Dentsu press lunch
Set on the beach, just below Cannes famed main drag, the Croisette, the next two hours were quite the recipe for a perfect Cannes afternoon. White, sand, blue water, chilled soda (swapped the rosé for a soda, not the usual Cannes move, but the sun was that relentless. Good company, great conversations, and a sparkling Mediterranean backdrop doing its thing, reminding you to pause for a moment to take it all in.
Campaign House
Later, I joined the Campaign House panel at Canopy by Hilton, alongside Maisie McCabe, Luz Corona, and David Brown. For 45 minutes, we had an open, honest chat about where advertising is headed. We covered a lot of ground: media under the microscope, AI’s potential and pains, DEI challenges, and how tariffs are biting into budgets. It was a lively mix of perspectives, perhaps, a few more questions than answers but if you’re curious, there’s a full writeup here.
As I sign off for the day, Tor’s parting thoughts play up in the mind: “Go make something wonderful.”
And isn’t that the point of all of this? To create something that stirs, connects and inspires. Something that lasts.
À bientôt!
