Each year, the Cannes Lions International Festival of Creativity brings together the world’s most visionary marketers—and 2025 was no exception.
Among the attendees was Angela Tenuta, Global Group President at EVERSANA INTOUCH, who shared her reflections in a recent PharmaLive article after joining peers from around the world to explore the evolving role of marketing leadership in an era defined by AI, cultural volatility, and consumer fragmentation.
“We are evolving to strengthen our marketing frameworks, to empower the human marketers who bring creativity to life, and to reimagine better ways to serve customers who, now more than ever, rely on our brands.”
— Angela Tenuta, EVERSANA INTOUCH
From the Palais stage, CMOs tackled a deceptively simple question: What is your job? Their answers surfaced a collective recognition of the challenges ahead—and the need for bold, human-centered leadership to meet them.
Angela’s reflections distilled those conversations into three key themes:
- The Future of Work: AI is transforming workflows, but humans remain at the center. CMOs are rethinking team structures, empowering smaller pods, and investing in training to build a next-gen workforce. The shift isn’t about replacing marketers—it’s about reimagining how they work, collaborate, and lead.
- Redefining Creativity: Frameworks are evolving to reduce friction and unlock bold, community-driven ideas. From Unilever’s influencer-led stewardship of Vaseline to McDonald’s globally consistent yet locally relevant menus, CMOs are building cultures of ownership that empower teams to take creative risks and connect deeply with customers.
- Protecting the Soul of Marketing: There was broad consensus among leaders that storytelling, human connection, and the creative spark that emerges when diverse minds tackle real-world challenges cannot be replaced. At EVERSANA INTOUCH, we call that spark Artful Ingenuity—the ability to blend strategy, empathy, and creativity to solve complex problems with heart. It’s what keeps our work human, even as the tools around us evolve.
Read the full article on PharmaLive for more insights.
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