Hi {{first_name|there}},

Cannes is over, but the clarity is just beginning.
This week’s festival traded flash for focus — and the smartest voices weren’t chasing trends, they were questioning them. AI is being judged on impact, not hype. Creator partnerships are being measured in outcomes, not impressions. And the brands leading the charge are treating clarity as a growth strategy.

▶ Cannes Lions, In Retrospect – Editor’s Note

For all the yachts, sponsored stages, and celebrity panels, the festival delivered less flash and more scrutiny. Fewer announcements landed with fanfare. Many brands and platforms spent the week defending earlier bets — on AI, retail media, and live sports. Yet the industry still showed its hand. If there’s one clear takeaway, it’s this: marketing is shifting focus from optics to operations.

🤖 AI moved into the delivery phase

Last year’s buzz gave way to implementation. Snickers used a licensed AI version of football manager José Mourinho to field fan questions — a novelty, but one that ties to a clear brand experience. Google Cloud’s CMO described this moment as the shift “from the wow to the how.” Elsewhere, Adobe Firefly, Meta, and TikTok pushed tools that let marketers automate versioning and asset development, but conversations quickly turned to how to keep quality intact.

AI’s footprint expanded, but the strongest voices at Cannes stressed that effectiveness depends on who’s deploying it — and why. Delegates wanted proof of value, not just capability. AI is in the room, but not yet in charge.

🎨 Creative decisions are starting closer to business goals

The winning work was tighter, clearer, and less self-congratulatory. Jury feedback pointed toward clarity of impact, not cleverness of execution. The most cited example: campaigns that tackled health equity, women’s rights and social justice with specific, measurable actions. Vaseline’s campaign for skin health access and Viagra’s unexpected Grand Prix win both reflected this—creativity measured against commercial outcomes.

Getting that kind of clarity alongside creativity is no longer optional—and that’s where a partner like Fospha comes in. Their full-funnel measurement platform helps marketers prove the true impact of brand investment, giving teams the confidence to back what works.

📱 Streaming platforms pitched scale, but broadcasters changed the story

Tubi showed off its Super Bowl numbers — 24 million viewers, 40% of them under 34. Roku emphasised logged-in reach and claimed its daily sports footprint matched “Super Bowl-size” levels. But outside those sessions, what stood out was a strategic shift among European broadcasters.

Channel 4, ITV and Sky launched a joint ad-buying tool for SMEs, targeting YouTube’s stronghold. Netflix signed a deal with TF1 to carry its service in France. These moves signalled resistance.

🤳 The creator economy is becoming the media plan

More brands now treat creators as media, not just talent. That shift has changed how briefs are written, how budgets are split, and how results are measured. One media lead said plainly: “If the creator doesn’t believe in it, the audience won’t either.” The focus on trust — between brand, creator, and audience — has turned influencer work into a precision discipline. It’s also redefined what counts as effective storytelling.

🧐 Cannes showed less flash, more focus

This year lacked a dominant theme, but gained something more useful: clarity. Across sessions, the mood was pragmatic. AI, economic pressure, and platform shifts created caution, but also pushed teams to sharpen briefs, stress-test strategies, and move from noise to intent.

💬 What Others Are Sharing

📸 Cannes-Only Moments

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Hope you enjoyed the highlights — and who knows, maybe we’ll see you at the next big one!

Unofficially Cannes Lions Team

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