The Cannes Lions International Festival of Creativity 2025 showcased insights from leading figures in the ad industry, emphasizing the return of creativity to the forefront amidst the rise of technology and data. Susan Credle highlighted the importance of recognizing creativity as a valuable economic driver. The festival atmosphere shifted towards quiet reflection over boisterous yacht parties, underscoring the need for deeper, meaningful conversations. Despite the celebration of creative work, many in the industry sidelined pivotal events, suggesting a disconnect within the creative community about its value and promotion.
Tech, data, platforms and AI language finally took a backseat to a consistent declaration: creativity is the human additive that will give real economic value to our rapidly commoditizing businesses.
Irritatingly, many people tied to the creative side of this industry skip the Palais each night - we miss the celebration of the work that should make this festival matter.
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