In a recent EVERSANA INTOUCH webinar, Susan Perlbachs, Chief Creative Officer, and John Kenny, Chief Strategy Officer, took us straight to the Croisette with their firsthand takeaways from the 2025 Cannes Lions International Festival of Creativity.
The session opened with a powerful reflection that captured today’s marketing challenge:
“When expression is cheap, capturing attention becomes expensive.” — Nick Law, Creative Chairman at Accenture Song
This year, AI wasn’t just a buzzword—it’s now the water we all swim in. The conversation shifted to the second-order effects of AI: drastically reduced production costs and accelerated timelines are unleashing a tsunami of content, making it harder — and more expensive — than ever to stand out.
Building on this, Susan and John explored how brands can break through the noise in today’s AI-saturated landscape. They distilled their Cannes experience into seven essential takeaways:
- Embrace the bizarre
- Everything is healthcare
- Characters create opportunities
- The rise of influencers
- Creative consistency and channel expansion
- Gamification
- Timing, timeliness, and bravery
Whether you’re in strategy, creative, or just Cannes-curious, this is 60 minutes of insight you won’t want to miss.
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