The Current's ultimate guide to this year's Cannes Lions Festival

Editor’s Note

Dear Readers,

If you’re familiar with The Current, you know we are dedicated to covering the innovative ways marketers, agencies and tech companies fund premium content, grow brands and reach consumers on digital channels. Our mission is to help marketers navigate complexity, stay on top of ad tech’s most essential news and make their mark on the media ecosystem. With reporters in the U.S., London and Sydney, our coverage reflects a global perspective, so when it comes to Cannes Lions, you could say it’s our World Cup.

As inspiring as the festival is, Cannes — much like our industry — can be as complex. That’s why we created this insider’s guide to Cannes Lions 2025, with our reporters’ curated predictions and a handpicked lineup of must-see, must-hear sessions to keep you current and ahead of the curve. If you’re tuned in to ad tech and media innovation, consider this your time-saving guide to getting the most out of the festival.

Plus, as an exclusive perk this year, we’re opening up our waterfront studio on Cabana Row to subscribers. Stop by to catch our live video and podcast interviews, grab a coffee and some bites, take a meeting, plan your next big idea — or simply find some peace amid the craziness of Cannes.

See you on the Croisette!

Stephanie Paterik
Editor-In-Chief, The Current

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The Current Roll Call

Cannes Lions isn’t just about the sessions — it’s about the signals. We asked our editorial team what they’re watching most closely at this year’s festival. From AI and retail media to B2B creativity and sustainability, here’s what’s on our radar.

I’m anticipating an air of intention to waft over the rosé this year. Geopolitical and technological forces are driving rapid change. Attendees who invest in the trek to Lions in 2025 need answers (and deals). Expect marketers to go beyond the glitz and share clearer insights about AI, retail media and sports marketing after a season of ambitious tests, partnerships, acquisitions and reorgs. I won’t be surprised to bump into more entrepreneurs and investors looking for opportunity amid the flux. Creativity is still queen at Cannes, and I’ll be listening closely for insights on how it can drive performance, not just awards, at a time when the former is vital and both are possible.

B2B marketing is going to be in the spotlight at this year’s awards. Once the buttoned-up sibling of B2C, B2B is now embracing emotional storytelling and bold brand-building in a bigger way. According to Raconteur, Brand Finance’s Top 150 B2B Brands index for 2024 shows the top 100 B2B brands grew their equity by 10% year over year — that’s a quarter of a trillion dollars in added value. From social to programmatic, it’s clear: B2B doesn’t have to be boring. And new tools and tech are helping businesses really connect.

Last year, women’s sports dominated at Cannes, with standout programming at Axios’ Women’s Sports House and at Stagwell’s Sport Beach. A year later, the conversation hasn’t died down when it comes to brands’ participation. I expect to hear more about the results brands are seeing from their initial investments into the women’s sports arena — and how they plan to go further.

Expect plenty of discussion about the role of “human creativity” in an AI-powered world. How do we keep the human touch at the center of innovation? It’s a hot topic and, judging by the agenda, there’s no shortage of panels tracking it.

It’s been a year since GARM and Ad Net Zero launched the Global Media Sustainability Framework at Cannes. The initiative aims to standardize how we measure carbon emissions in advertising. It’ll be interesting to see what kind of attention the topic drives this season.

AI chatbots and search features are reshaping the relationship between Google and web publishers. So where do the new opportunities lie for advertisers?

Also, keep an eye on market momentum. With tariffs disrupting the status quo, I’d watch for signs of advertisers investing in markets outside of the U.S. Europe could see a resurgence, while India is gaining steam as a consumer market.

Expect a greater focus on APAC creativity this year, with insights on leaning into local cultural identities to achieve global impact. Innovative approaches to retail media integration and immersive brand experiences will also be key topics.

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Sessions to Watch

With hundreds of sessions to choose from, crafting the perfect Cannes itinerary is practically a sport. That’s why our editorial team handpicked a lineup of standout panels, keynotes and conversations that cut through the noise. From AI to brand-building, creativity to commerce, these are a few of the events that are meaningful.

Monday, June 16

12:00 PM

Workshop: Navigating the Trend Galaxy

The Workshop Room, The Palais

Decode the signals, outpace your competitors. This session introduces the Trend Galaxy Framework — helping marketers translate trends into timely, actionable insights.

Related article: The best global brands know the value of local precision

12:30 PM

Lessons From the Infield With MLB’s Alex Rodriguez

Stagwell’s Sport Beach

Baseball legend Alex Rodriguez leads a roundtable of C-suite execs sharing leadership insights from the field and the boardroom.

12:45 PM

Adapt or Die: Why Giants Can’t Dance

Debussy Theatre, The Palais

Sir John Hegarty makes the case for adaptability over scale. A must-see for anyone navigating a rapidly shifting marketing landscape.

4:15 PM

Hard Truths, Real Results: How News Unlocks Advertising ROI

Journal House Cannes

Discover how brands are finding success by aligning with credible journalism — even in turbulent times. Real data, real strategies.

5:00 PM

The Eye-Watering Cost of Dull Media

Rotonde Stage

Ads in low-attention environments are costing brands big. Adam Morgan and Dr. Karen Nelson-Field present new research that quantifies the financial toll.

Tuesday, June 17

10:20 AM

Proof of Performance: Premium Video & Business Results

FreeWheel Beach

Paramount’s John Halley leads a discussion on premium video’s role in driving measurable marketing outcomes.

1:00 PM

Audience Summit With John Halley

OpenAP Villa

A forward-looking session on reaching and measuring today’s evolving audiences.

1:30 PM

Beyond the Shelf: How Retail Is Redefining Media and Influence

Female Quotient Equality Lounge

Retail leaders share how media networks, modern storefronts and representation are transforming customer connections.

1:30 PM

The Business of News

ADWEEK House Le Majestic Hotel

This panel will explore where news advertising is gaining traction with marketers and what it’s going to take to get more of them off the fence. Leaders will highlight case studies that demonstrate just how well news performs at delivering incrementality and growth.

2:45 PM

Timeless Creativity: Lessons on Building Lasting Brands

Lumiere Theatre, The Palais

Take a deep dive into the enduring principles of creativity that fuel long-term brand growth.

3:15 PM

A Conversation With Netflix CMO Marian Lee

Journal House Cannes

Netflix’s marketing leader opens up about navigating a competitive streaming space and balancing data with instinct.

4:30 PM

Defying Gravity: Creative Brand Narratives That Break Through

Debussy Theatre, The Palais

Explore how modern storytelling can captivate audiences and spark cultural moments.

Related article: In the fight for attention, emotion wins

Wednesday, June 18

12:15 PM

New Era of Uncertainty: Finding Success in Riskier Times

The Forum, Rotonde

Judy Smith (CEO, Smith & Company) and Jon Wilkins (The Intangibles) explore how to build resilient brands in uncertain environments.

2:00 PM

AI & Creativity: Transforming Advertising and Marketing

Nikkei FT Teahouse

This powerhouse panel features Diageo CMO Cristina Diezhandino and others and is hosted by FT’s Dan Thomas.

2:00 PM

The Sonic Boom: AI and the Future of Audio Marketing

SiriusXM/AdsWizz Cabana

See how AI and data are reshaping audio as a performance channel.

2:30 PM

Pioneering Bold Innovations in CTV Measurement

ADWEEK House Le Majestic Hotel

This innovation-focused conversation features Samantha Jacobson, chief strategy officer, The Trade Desk, and Kevin Krim, CEO, EDO.

4:45 PM

Unlocking Innovation in India Through Curiosity and Creative Tech

The Forum, Rotonde

Discover how a scrappy startup mindset birthed India’s largest in-house creative tech lab — and see what global marketers can learn.

Related article: Why India is the market to watch in 2025

Thursday, June 19

1:45 PM

Transforming Creativity With AI-Powered Video

Debussy Theatre, The Palais

Explore the next frontier in video generation, where agility and innovation intersect.

2:30 PM

How Brands Can Survive the Differentiation Crisis

WPP Beach Mainstage

Nestlé’s Aude Gandon and Ogilvy’s Devika Bulchandani reveal how brands can break out of the sea of sameness.

4:15 PM

‘How Humans Decide’ Beats ‘How Brands Grow’

Rotonde Stage

Oxford researchers and industry leaders challenge marketing orthodoxy with fresh thinking on growth.

Related article: Are marketers ready to reimagine the funnel?

Illustrations by Robyn Phelps / Getty / Shutterstock / The Current