The 2025 Cannes Lions International Festival of Creativity took place from June 16 to 20 in the postcard-perfect town of Cannes, France. If you work in marketing, advertising, or brand-building, this is the place to be, the place where creativity is awarded, celebrated, debated, and occasionally even redefined.
As someone who’s been in this industry long enough to have seen trends come and go, Cannes still manages to surprise me. It’s not just a showcase of the boldest work or the glitziest parties. At its best, it’s a reminder of why we’re in this business to connect with people, to shift culture, and to tell stories that matter.
I arrived in Cannes with a full calendar and high
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