Cannes 2025: Have tech giants finally replaced D'Ott?

As the dust settles on yet another Cannes Lions International Festival of Creativity – and finance directors across the land try to decipher the expenses claims of those who attended – naturally it has been hailed as yet another vintage year by some.

Awards-wise, UK agencies bagged 106 gongs, including three grand prix, 19 golds, 28 silvers and 50 bronzes, a significant reduction on 2024’s 160 lions, including a titanium, six grand prix, 27 golds, 43 silvers and 83 bronzes. Good job then that it is not all about awards and Domaines Ott-fuelled parties these days…

So, just what did those who pounded the Promenade des Anglais really get for their money?

Amid the talk about AI, brand purpose and the role of creativity today, for Sparks SVP International Jason Megson a clear theme emerged around the value of – and consumer trust associated with – real-life interactions.

He explains: “Whether sport, music, brand experiences, B2B events, star appearances or collective moments, live and in-person experiences now hold an increasingly precious space of genuine human connection – face-to-face and emotionally impactful.

“The trust and loyalty engendered by using in-person experiences to trigger emotions – drawing on creativity and storytelling – is exactly what brands are looking for in a complex and uncertain world.

“There were many examples throughout the week of brands extending their presence to introduce live and IRL elements – from Morgan Chase’s airport lounges to Diageo’s estate of brand houses.

“Indeed, Cannes Lions itself embodies this trend – meetings, looking people in the eye, shaking hands, talking and sharing experiences – it’s vital for good business and it’s vital for good brand building.”

Meanwhile 23red managing partner Sharon Jiggins reckons Cannes 2025 reaffirmed that creativity remains the engine of innovation, but the conversation has moved on.

She adds: “The focus has shifted from how much time you spend on an idea, to the real value it delivers. A key theme was belonging and how brands must work harder to create meaningful, inclusive connections in a world where identity is more fluid and expectations are higher.

“Legacy brands, built for an era of cheap energy and limited media, are being challenged by agile disruptors who feel more relevant to today’s audiences. Yet voices like P&G’s Marc Pritchard reminded us that there’s still power and responsibility in scale, if it’s used to drive meaningful progress.

“Traditional generational labels are losing relevance. A quarter of people now identify with a different generation than the one they were born into, and 59% think brands try too hard to market by age. Inclusion across age, identity, and experience is essential to foster real belonging. Purpose, too, is shifting from a broad collective ‘we’ to a more personal ‘me’ pushing brands to find more authentic ways to connect.

“Sport continues to be a cultural force, with figures like Serena Williams blending influence, entrepreneurship, and empowerment. Female representation was strong, but the lack of LGBTQ+ visibility left a noticeable gap in the ED&I conversation, reminding us that belonging can’t be selective.”

Even so, Pumpkin PR chief executive Sarah Owen, who has been going to Cannes Lions for the best part of 20 years, reckons that while some things have changed, many have not.

She says: “Cannes remains the most effective, intense networking and new business opportunity of the year – six months of meetings concentrated in one week.”

Owen cites a number of standout themes this year – the increasing importance of live experiences, the power of brand partnerships with sports stars and tournaments and how creatives are adapting to a world where AI is their go-to tool.

She continues: “Health and wellbeing had a good showing – from investment announcements to innovations and mental health initiatives. In a uniquely Cannes Lions way, I channelled that energy with a daily morning swim, a moment of calm before the craziness of each day.”

However, for Ogury global sales director Anne Piérard-Marcombe, it was the change in attitudes towards AI that stood out.

She explains: “It’s remarkable how quickly the industry’s tone has shifted from ‘AI is a threat and no one really knows how much’ in 2024, to today’s ‘AI agents have become essential to our productivity and are replacing half of our jobs’.

“I think the reality is much more balanced, and that agentic advertising won’t replace our ecosystem overnight – it will optimise it. If, beyond Cannes 2026, that future does come to pass, then we could rejoice in the festival returning to its roots – a true celebration of creativity, championing bold, inspiring, and distinctive brand identities.”

Meanwhile, InfoSum SVP of marketing and communications Ben Cicchetti reckons that if the industry wants innovation, it has to reward risk.

“That’s what I took away from Cannes this week. There’s a huge difference between encouraging experimentation and actually building a culture that rewards it. As leaders, we need to do more than give permission to fail. We need to create environments that make risk worthwhile. Cannes was full of inspiring case studies, but behind each breakthrough was a team that was trusted to try, iterate, and learn.

“I was reminded that we often only see the one successful idea, not the nine others that failed during the experimentation process. AI, new formats, and emerging platforms are giving us more tools than ever to experiment. The challenge is no longer access, it’s mindset.”

Finally, LoopMe CEO and founder Stephen Upstone believes 2025 marked the demise of one of the event’s most established traditions.

He explains: “This year saw the beginning of the end for rosé – I had zero glasses of it – and the rise of meaningful meetings about outcomes from tech and creativity.

“A key challenge being tackled was how to save and elevate brand advertising, which is in crisis as audiences move from TV to mobile. Discussions explored how brand performance using AI and measurement can provide understanding and amplify results, and the importance of creativity, which is creating value in the messy mid-funnel.

“Cannes is no longer just about creativity – tech launches the event, and creative follows. With most of the big tech companies arriving in town on Sunday or Monday, it’s called Tech Tuesday for a reason, with Amazon, Snap, and Google out in force. Luma, DoorDash Ads with MediaLink, and Spotify were stand-out parties. Tuesday at the Hotel du Cap was a who’s who of tech, media agencies, and brands.

“These were predominant parts of the early-week circuit that set the tone before the awards rolled in.”

And with no end in sight to the tech giants’ domination of the industry, despite regulators trying to clip their wings on every continent, it looks like adland will have to like it or lump it…