In this post, our Marketing & Communications Director, Lauren Wakefield, shares her first-hand experience from this year’s Cannes Lions, offering a fresh perspective on the energy, insights, and unforgettable moments that defined her debut at the iconic industry event.
Cannes... having been in the industry for over 10 years, I’d heard all the stories - the glitz, the yachts, the rosé - but nothing quite prepared me for the scale, the energy, and the buzz of actually being there.
My first trip to Cannes Lions was bigger (and far hotter!) than I ever imagined, and it delivered on all fronts: insightful conversations, new and familiar faces, and yes, a little French Riviera sparkle that left me feeling inspired.
I knew Cannes was the industry event of the summer, but being there is a whole different story. Every street, café, and beach seemed to have transformed into a mini-hub of media minds and creative thinkers. There were panels and private talks, rooftop chats and chance meetups, and that magical Cannes vibe where every encounter turns into an opportunity.
From the Croisette to the cabanas, the festival wasn’t just about the big names on stage; it was about the ideas being exchanged over coffee, the deals being shaped in shaded spots, and the spontaneous “hey, aren’t you…?” intros that turned into full-blown brainstorming.
Cannes is truly where the global industry comes together. It was incredible to meet so many brilliant minds. From old colleagues I hadn’t seen since pre-2020 to new contacts who are sure to become future collaborators.
And then there were the unexpected moments, like rubbing shoulders with Will.i.am at a panel (yes, I asked him for a selfie). Only in Cannes can you be deep in conversation about data privacy one minute and turn around to find a Grammy-winning artist casually sharing his thoughts on AI and creativity. The lines between media, tech, music, and culture blur beautifully here, and that's part of what makes it all so electric, bringing a truly global crowd. Every company seemed to have its global C-suite in attendance, as well as its global brand ambassadors.
While the hospitality was flowing, so was the thought leadership. I was especially excited to dive into some of the big themes that kept popping up across the week, like the growing momentum behind Connected TV (CTV) and Retail Media, the ever-changing world of addressability, and the rising impact of AI.
CTV and Retail Media are no longer “emerging” areas. They’re fully-fledged forces, and Cannes made that clear. Everyone from publishers and ad tech companies to brands, agencies, and retailers was talking about how to unlock their potential.
And on the topic of addressability? Let’s just say the industry isn’t sleeping on privacy or the “post-cookie world”. It was fascinating to hear different strategies across regions and players, with a shared focus on transparency, sustainability, and building trust in the new era of targeting.
AI, unsurprisingly, was everywhere, woven into almost every conversation. From AI-enhanced creative workflows and media planning tools to data optimisation and predictive audience insights, it was clear that artificial intelligence is no longer an “add-on” but a central pillar of future-facing advertising strategies. The big question across sessions wasn’t if to use AI, but how to use it responsibly and effectively.
And speaking of responsibility, sustainability had its part to play too. A standout moment was the launch of the next version of the Global Media Sustainability Framework (GMSF), announced live at Cannes, featuring our Sustainability Lead, Dimitris Beis.
If you’re curious to hear more about these hot topics straight from the Croisette, be sure to check out our wrap-up blogs and team perspectives below:
Yes, we came for the content and connections. But let’s not pretend we didn’t also enjoy the sunsets, the beachside soirées, and the late-night fun. There’s something magical about having a meaningful industry debate one minute and then watching a drone display over the bay the next.
From sunrise runs (for the ambitious) to rooftop happy hours, yacht-side panels, and unexpected celeb sightings, Cannes reminded me that the best ideas often come when you mix business with a little bit of Riviera fun.
My first Cannes Lions was everything I hoped for and more. It was a whirlwind of inspiration, connection, learning, and laughter. I came home with a head full of insights, a phone full of new contacts, and an eagerness to progress fascinating conversations into action. Most of all, I left feeling excited about the future of our industry.
Until next time, Cannes.
