Here's a front row seat of what the industry is talking about at Cannes Lions 2025
Across the week, our team is speaking with regional and global leaders, attending panel discussions, and spotlighting emerging trends —from purpose-driven creativity to AI-powered campaigns. Here are all the sharp insights, real-time reflections and unfiltered takes from the Croisette.
Through Day 1 at Cannes Lions, Campaign Middle East interviewed:
Ali Rez, Chief Creative Officer at Impact BBDO
Mike Khouri, CEO of Independent Agency of the Year-winning Tactical;
Matt Manning, President, dentsu Sports International
Aude Gandon, Global Chief Marketing Officer of Nestlé;
Tor Myhren, VP of Marketing Communications, Apple helped set the tone for the week; reflecting on the heartfelt keynote presentation, Ali Rez, Chief Creative Officer at Impact BBDO welcomed the focus on creativity, emotion, and storytelling in an increasingly tech-driven industry. He saw it as a strong reminder that human-centric narratives still hold power – even as AI takes center stage.
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Tactical's Founder and CEO Mike Khouri reflected on the ongoing push-and-pull between creativity and technology. He emphasised the importance of using tech as an enabler – not a replacement – for original thinking.
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Speaking to Campaign Middle East, Matt Manning, President of Dentsu Sports International, discussed the company's latest announcement: officially launching its MENA headquarters in Saudi Arabia as part of its broader global expansion strategy.
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Aude Gandon, Global CMO at Nestlé, reflected on her key message from Cannes Lions 2025 which is that creativity is fundamental to driving growth and ROI. She emphasised that creativity is not just a brand-building tool, but a business accelerator.
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Through Day 2 at Cannes Lions, Campaign Middle East interviewed:
Melissa Hseih Nikolic Director – Product Management, YouTube Ads
Reda Raad, Group CEO of TBWA\RAAD
Melissa Hseih Nikolic, Director of Product Management at YouTube Ads highlighted the power of open calls and creator partnerships and explained how bringing brands alongside creators helps uncover authentic stories that truly resonate with audiences.
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Reda Raad, Group CEO of TBWA\RAAD, reflected on the buzz around AI in the industry. While acknowledging its potential, he cautioned against over-reliance, warning that excessive use risks flattening culture and making creative work look increasingly similar.
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Follow our real-time coverage across Campaign Middle East's social media channels. Stay updated on the latest of what's happening at The Palais, the Rotonde, The Carlton Hotel and stay tuned for exciting events at the Campaign House Hilton Canopy.
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