Nada Assaf, Campaigns Section Head, Strategic Marketing and Communications Sector, Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi).As Cannes Lions 2025 wrapped, I found myself thinking less about the spectacle and more about the quieter signals hinting at where our industry is headed. Amid the scale and energy, some signs were too frequent to ignore.
I approached this year’s Lions with curiosity and a dash of scrutiny, waiting for that inevitable “Aha!” moment.
What surprised me wasn’t a specific piece of work, but the conversations being had around the work. Conversations that felt more grounded, more aware and more honest.
A region with something to say
One of the most personally significant shifts was the regional presence. Not just visible, but active – leading discussions, earning recognition and ta
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