Cannes Lions 2025 showed just how fast media is evolving. Every conversation — from the main stage to beachside meetings — focused on how brands are rethinking media, not just as a channel, but as a system that ties together creativity, commerce, data and culture.
As part of Quad’s presence on the ground, CMO Josh Golden hosted a series of interviews with marketing leaders from across industries. (Rise is a Quad agency.) One clear theme emerged: People are looking for more than impressions; they’re looking for an impact you can feel.
Josh framed it as “Return of Touch,” which is the title of new consumer research from The Harris Poll presented by Quad. This is about physical experiences that cut through digital noise. It’s about moments that live off-screen: print pieces that are saved, in-store encounters that leave an impression, real-world activations that shift perception. These experiences are delivering real value and, increasingly, measurable business results.
More thoughts about other major themes that emerged at Cannes Lions 2025:
Cannes 2025 showed just how much media is accelerating
At Cannes, major platforms including Meta, Google and Amazon shared how fast AI is reshaping how media is built, bought and measured. There was a shared understanding among agency leaders and brand CMOs that these tools are quickly becoming part of everyday marketing workflows.
AI is being used to build creative, generate variations, automate performance media and analyze customer behavior. Brands are focused on making sure these tools work inside their ecosystems without losing control of voice or message.
Cannes 2025 celebrated creative that feels real
Many of the most recognized campaigns at Cannes this year focused on simplicity, honesty and relevance. There’s a shift happening in creative: Brands are moving toward work that feels more relatable and less polished.
One standout example was GoDaddy’s campaign with Walton Goggins, aimed at helping small businesses understand AI. It worked because it was smart, clear and unafraid to be a little self-aware. The tone hit the right balance: humorous, but grounded.
Another was Dove’s Real Beauty platform, which continued to evolve with a collaboration with Pinterest to train algorithms to recognize and promote more realistic depictions of beauty. This campaign showed how creative and data strategy can come together to move both brand perception and platform behavior.
Influencers took center stage at Cannes 2025
Influencers and creators had a major presence at Cannes this year. Not just as guests, but as business drivers.
Many of the most effective campaigns recognized by juries were built on creator-led content. Mid-tier influencers, those with strong communities and niche authority, are now a critical layer in media strategy. They’re trusted, fast-moving and closely aligned with culture.
The newly rebranded Social & Creator Lions category reflected that shift, with entries showing how creator content is being used to drive results across awareness, engagement and conversion. The takeaway was clear: Creators aren’t just amplifying campaigns; they’re shaping them.
On the ground, creator agencies, influencer platforms and talent networks were highly visible, meeting with brands and media teams to co-develop ideas that blur the lines between content and commerce.
Cannes 2025 showed that retail media is a growing strategic focus for brands
Retail media took a front-row seat at Cannes. Brands are doubling down on commerce-led marketing strategies that connect product, placement and purchase. The introduction of the new Media & Commerce Lions award category reinforced how central this space has become.
The conversation was no longer about whether in-store belongs in the media mix; it was about how in-store and online can work as a unified ecosystem. (Incidentally, that’s exactly the kind of future In-Store Connect by Quad is built for. By pairing in-aisle media with digital precision, In-Store Connect allows brands to reach shoppers where decisions are made — at the shelf — with messaging informed by the same audience signals used online.)
Alignment between the physical and digital shelves is what marketers are demanding: full-funnel, omnichannel visibility that drives both awareness and purchase in real time. The validation of this strategy at Cannes confirms that retail media isn’t just growing; it’s maturing.
Cannes 2025 made it clear marketers must lead with human experience
Throughout the festival, there was a consistent message: To stand out in a world of automation, marketers need deeper, human-centered insight.
At Quad, we’re doing exactly that through our audience stack and proprietary passions data. These tools allow brands to go far beyond standard demographics to understand what people care about, how they behave and what motivates them to take action. While many platforms are focused on impressions and reach, our approach is rooted in identity, interest and intent. It’s this level of depth that allows us to design media experiences that aren’t just targeted, but meaningful.
Lessons from Cannes 2025: What marketers are prioritizing now
After a week of panels, interviews and idea-sharing, here are key takeaways about what’s shaping media strategy going forward:
- Building creative that connects at a human level
- Applying AI tools inside controlled, brand-safe environments
- Using physical, in-person media to cut through
- Treating commerce as part of the media system
- Integrating creators into the full campaign process
- Applying passions and identity data to fuel relevance
- Designing media systems that move from awareness to action
At Rise, we help our partners deliver media that connects, converts and drives growth across every touchpoint. Want to continue the conversation? Reach out to us here.
