Cannes and 6 Cs
is about
embracing technology
(yes,especially AI), rethinking the
creator economy
, building
commerce-driven creativity
, and maintaining purpose and equity at its core.
Here are the main themes and focus areas at the 2025
Cannes Lions Festival of Creativity
(June 16–20, Cannes, France) as I note them.
CONVERGENCE
CONTENT
CREATIVE INTELLIGENCE
CREATORS
COMMERCE
CADENCE
1. Convergence
We are in the age of Convergence: and marketing, media, and technology are merging to demand brand consistency across digital and physical channels .
The discussions are around brand distinctiveness in this new convergent era without compromising consumer connection.
2. Content
Broadly there are core ideas around which sessions are variously organised.
Innovation Unwrapped – Emerging tech & impact-driven innovation (e.g. AI, mixed reality).
The Creativity Toolbox – Craft techniques; how to create timeless, standout work.
Talent and Culture – depth and breadth of exposure
Insights and Trends that deliver Creative Impact via impact on consumer behavior and shaping cultural shifts.
Finally , Creative Impact – Effectiveness in storytelling and strategic communications.
3. Creative Intelligence
A major shift toward AI as a creative collaborator with its tools, agents, and workflows
Sessions galore on agentic AI, personalized content at scale, and AI-driven customer insights .
4. Creator‑Led Influence
The rise of mid- and micro-influencers is re-defining trust and authenticity in marketing .
Cannes is spotlighting both creator-driven campaigns and the evolution of the Social & Influencer Lions into Social & Creator Lions .
5. Commerce-Creative Integration
Retail media is maturing with new structural support and it's seen in the introduction of retail media sub-categories under Media Lions & Creative Commerce Lions .
But there is a spotlight on in‑store activations, creative partnerships, and external geopolitical factors like tariffs .
6. Cadence
Personalization, Measurement & Purpose
A strong emphasis on creating certainty through
micro-targeted influence
, personalization at scale, and precision measurement of effectiveness that tech now allows all to have.
There is a broader focus on purpose-driven creativity, exemplified by expanded Glass: Lion for Change categories (intersectionality, representation) and general equity/accessibility initiatives.
(The author is at Cannes Lions 2025. Opinions are personal.)
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