Fresh back from La Croisette and reflecting on a whirlwind week, from the beaches to the backroom meetings, ad execs and A-listers to accountants, shaping what was once a festival for creative agencies into a global summit of culture, commerce, and creativity.
You couldn’t miss the beach takeovers. The most coveted spots were claimed by tech giants, from Meta to Yahoo, all competing to make the loudest, most immersive statement. Nestled among these tech giants was Stagwell’s Sport Beach, which arguably drew the biggest crowd of them all. With appearances from icons like Serena Williams and McLaren F1 driver Oscar Piastri, it was clear that sport wasn’t just a sideshow. More than a sponsorship vertical, sport emerged as a powerful force in the cultural conversation. Sport Beach wasn’t just a photo opportunity; it was a space where athletes stayed, brands engaged, and agencies witnessed the impact of cultural moments in real time. As Stagwell CEO Mark Penn put it, “This wasn’t about celebrities showing up, it was about building community. The world is made up of news junkies, sports junkies, and entertainment junkies…sports is a very unifying element in our culture.”
While sport was commanding attention on one stretch of sand, the concept of ‘culture’, that ever-present industry buzzword, was at the heart of everything elsewhere. From understanding your audience, to building brands that feel relevant, with no better example of culture brought to life than the Pinterest beach, put together by Amplify (part of Common Interest). It was the place everyone was raving about. There were arts, crafts, and workshops, and people loved it. It truly brought the brand to life in an authentic way, providing people with something engaging to do as they walked along the beach scene. The elegant selfie spot, with its perfect view over the sea and yacht setting, became the embodiment of shareable, meaningful brand storytelling. In contrast, another platform, which should have impressed, instead drew crowds mainly for its 18-degree air conditioning. A cool retreat, but a missed opportunity.
Beyond the beaches and brand activations, the rise of influencer marketing and the creator economy confidently commanded centre stage. It’s clear that creators are no longer on the periphery, they’re shaping how brands behave, speak, and connect in ways that feel more personal. And yet, even as creators brought a refreshing authenticity to the conversation, AI remained the omnipresent theme. Despite the hype, however, much of the dialogue felt speculative, dominated by talk of automation and efficiency. For the creatives in the crowd, that narrative fell flat. From our conversations, what sparked their imagination wasn’t how AI could streamline processes, but how it might amplify the human experience, enhancing rather than replacing the creative process.
Amid all the tech talk, some voices reminded us what this industry is really about. David Droga, in his acceptance of the Lion of St. Mark, spoke about the people who supported him, the power of creativity, and the emotional core that drives the industry. In a year dominated by predictions and platforms, his message was a timely reminder; no matter how fast the tools evolve, the most powerful ideas still come from humans. Echoing this sentiment, Unilever’s Chief Growth and Marketing Officer, Esi Eggleston-Bracey, said, “Humanity is not our limitation, it’s our superpower.”
So yes, Cannes 2025 was loud, complex, and sometimes overwhelming. But it was also inspiring, and we look forward to our next visit in 2026.
