I had the privilege this year to attend the Cannes Lions International Festival of Creativity and was honoured to return with six Lions. It marked a proud moment for Saudi Arabia, HungerStation, and our creative partners at VML. The experience was both energising and eye-opening, showcasing how brands are redefining storytelling, technology, and brand building.
While in Cannes, I asked a friend and mentor, a Regional CCO who has been in the advertising industry for over 30 years and has attended nearly 20 Cannes festivals, how this year compared to earlier editions. His response stuck with me: “There used to be fewer entries, but the themes were broader. Now they are much more diverse, mo
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