The Business of Cannes: Creativity, Connection and Winning

For decades, the Cannes Lions International Festival of Creativity has represented the pinnacle of achievement in the advertising and creative communications industry. It’s more than a celebration of great work; it’s a global marketplace of ideas, a hub for innovation and a powerful engine for business growth. 

This year, Cannes welcomed over 12,000 attendees from 97 countries and received more than 26,900 submissions across 96 markets. The festival also reportedly generates an estimated $40 million from award entries alone. Together, these numbers speak volumes about the event’s global scale, economic impact and the enduring value of recognition in a rapidly evolving industry.  

Kim Middleton, EVP, Head of Affiliate, reflected on three key themes from her Cannes experience—each a powerful reminder of why this event matters for marketers in today’s creative economy: creative excellence, meaningful connections and the business impact of winning. 

1. Creative Excellence as a Business Driver 

As Susan Perlbachs, Chief Creative Officer at EVERSANA INTOUCH, shared, “Creativity isn’t a nice-to-have. It’s a business driver.” Gail Horwood, CMO of Novartis, echoed that message during the CMOs in the Spotlight session, challenging pharma marketers to reframe how creativity is treated in our industry—not as a luxury, but as a growth lever. 

For clients, the takeaway is clear: creativity isn’t just about aesthetics—it’s a strategic tool that drives measurable business outcomes. Whether launching a therapy, engaging HCPs or building patient trust, insight-driven creative strategies can differentiate your brand and accelerate performance. 

Cannes offers a rare opportunity to step outside the healthcare vertical and see how other industries are solving problems, engaging audiences and driving innovation. That cross-industry exposure is invaluable—it helps teams think differently, challenge assumptions and bring fresh thinking to regulated spaces. 

One of the most energizing experiences? The branded industry houses lining the Croisette. Hosted by leaders like Meta, Salesforce and Jasper, these immersive spaces went beyond showcasing tools—they brought innovation to life. Inside, emerging technologies were in action: from AI-powered content engines to immersive CX activations. These weren’t passive demos—they were hands-on labs designed to solve real business challenges and deliver tangible solutions to your brand’s toughest problems. 

2. Relationships That Move Brands Forward  

At its core, business is about people—relationships, trust and shared purpose. Nowhere is that more evident than at Cannes. 

While the official program was rich with content, boasting over 500 speakers, 200 sessions and 170 hours of on-stage content, some of the most valuable moments happened outside the Palais—on the beach, at cafés or between sessions. These informal conversations are where 33% of attendees say the real business happens. 

At Cannes, strategic networking becomes a real opportunity. It’s where clients, agencies and major industry players meet face-to-face to form partnerships, explore collaborations and spark momentum. 

As technology continues to accelerate, the importance of human connection becomes even more essential. Automation and AI may transform how we work, but they can’t replace the power of a handshake, a shared laugh or a meaningful conversation. In an increasingly digital world, analog moments matter more than ever.  

3. Winning at Cannes: Recognition That Builds Brands  

A Cannes Lion is more than a trophy—it’s a business asset. Winning a Cannes signals that your brand is operating at the highest level of creativity and effectiveness. It tells customers—and competitors—that your brand isn’t just participating in culture, it’s shaping it. 

This year marked a pivotal moment. For the first time, the festival recognized branded prescription work, like Viagra’s Grand Prix win, at its highest level. This proved that regulatory constraints don’t limit creativity; they can inspire it. Our own Silver Lion win this year is a testament to that same spirit, demonstrating that bold, insight-driven work can thrive within compliance and earn global recognition.  

Recognition at Cannes represents trust, innovation and leadership, qualities brands can actively leverage in their own storytelling. It builds brand equity, validates bold thinking, strengthens relationships with consumers and partners, and proves that investing creativity delivers measurable results—cutting through the noise, driving engagement and creating lasting value. 

Beyond business benefits, winning also fuels culture. It inspires teams, reinforces values and sets a standard for excellence. It validates hard work, attracts top talent, opens doors to new opportunities and reminds us what’s possible when we push boundaries and take risks. 

In a competitive landscape, a Cannes Lion win can be a game-changer. It’s not just about being seen, it’s about being remembered. 

What Cannes Reminds Us 

As Kim put it, “Being at Cannes this year wasn’t just a personal milestone—it was a professional awakening.”  

The spirit of possibility echoed across the Croisette, reminding us why creative excellence, meaningful connections and bold ambition still matter. The most successful work this year proved these elements drive outcomes, fuel growth and build lasting impact. 

Looking ahead, technology will continue to reshape how we work. But it’s the human insight, bold ideas and strategic clarity behind it that truly sets brands apart. That’s why events like Cannes remain essential. 

So, what does this mean for your team?  

• How can your next campaign reflect this level of creative ambition?  
• What emerging tools could help you move faster and smarter?  
• And what bold, insight-driven idea could help your brand stand out? 

Cannes is a reminder of why we do this work—and why it matters. For brands ready to lead with purpose and push boundaries, there’s never been a better moment to act.

Roaring Insights from Cannes Lions 2025 

Join us for an exclusive free webinar on July 15, from 12:00–1:00 PM ET, where Susan Perlbachs, Chief Creative Officer, and John Kenny, PhD, Chief Strategy Officer, share bold ideas and creative trends from Cannes Lions 2025.