Cannes Lions 2025: A Turning Point for the Advertising Industry

Cannes Lions has always been a barometer for the state of the advertising industry. But this year, it felt more like a seismic shift than a subtle signal. From media model transformations to the evolving role of AI, conversations didn’t just look to the future — they outlined a blueprint for it. Here are the themes that dominated the Croisette and what they mean for agencies, brands, and the consumers we serve.

‍The Rise of the Platform-Driven, Consultative Agency Partner

AI is already radically changing how media plans are operationalized, but the more exciting aspect is how agentic AI enables agencies to provide a more valuable strategic advisory role anchored to where media drives faster growth.

The model of communications strategy, media planning, and activation, along with ownership of ad technology and data, all residing with the media agency, is a story of the past. Progressive brands are evolving their models, leveraging analytics and AI to lead their strategy and cross-channel allocation, and partnering with their media agency to bring in incremental capabilities and tools.

What emerged at Cannes will create two distinct media agency breeds: those that operate in an increasingly transactional environment managing platforms, where clients will expect more AI and automation (and subsequent pricing benefit) and those that leverage technology, analytics, and consulting to evolve into a more strategic trusted advisor role focused on how to accelerate growth through marketing and media.

Agencies are increasingly playing a consultative and deeply embedded role in business outcomes. This vision now includes the idea of agency as a platform – an enabler of connected tools, bespoke data applications, and modular services that brands can integrate as needed. A key example was WPP’s Open Intelligence, the holding company’s full-stack platform play. Brian Lesser, CEO of WPP Media, made headlines with the claim that “no human will touch a media plan,” underscoring how advanced automation and AI are poised to transform media mechanics and reallocate human value to insight, coordination, and innovation.

The Acceleration of In-Housing and Hybrid Media Models

A tangible trend across panels and conversations was the acceleration of in-housing. Brands are bringing media strategy, digital activation, and even search and social buying closer to the business. The motivation? Faster decision-making, better agility by region and product line, and more meaningful collaboration across departments.

In-housing unlocks:

• Tighter connections between data insights and execution

• Faster more localized decisions

• Higher agility across lines of business

• More efficient media investment

Yet, this shift isn’t about going it alone. Hybrid models that combine internal resources with flexible, consultative agency partnerships are thriving. In this new landscape, success depends on co-creation – with agencies acting less as gatekeepers and more as embedded growth enablers.  

‍AI: Bridging the Gaps Between Channels, Data, and Strategy

AI was everywhere at Cannes – in conversations, on panels, and across emerging tools and prototypes. But rather than noise, there was a quiet confidence permeating the industry: a recognition that while AI will shift the balance between human and digital labor, agencies, brands, and platforms are adapting at pace – not retreating.  

‍Agentic AI is the next leap. Rather than just automating rote tasks, it enables humans to work smarter – suggesting actions, providing cross-channel insights, and integrating decision-making. The real opportunity is building AI systems that span from data to planning to activation, an area where many solutions today still fall short. Goodway Group is focused on bridging these gaps to help brands scale performance without adding fragmentation.

‍Retail Media's Ascent to Strategic Priority

Retail media, once a peripheral channel, is now central to how brands connect with customers and measure impact. This year, that elevation was impossible to ignore. New players stepped confidently onto the global stage. DoorDash, Instacart, Chase Media, and Walmart made their Cannes debut, and Walmart’s enlistment of Martin Sorrell as a keynote speaker sent a clear message. Retail platforms are not fringe players. They’re redefining how media is bought, measured, and optimized.  

To succeed, brands must navigate new workflows, integrate disparate data systems, and align teams across media, sales, and analytics. Agencies can play a pivotal role in accelerating this shift, stitching together retail platforms with strategic insight and nimble execution.

‍Walls Coming Down: A New Era of Partnerships

One of the most encouraging signals from Cannes was the collapse of traditional barriers between platforms, publishers, and partners. As AI and retail media force new complexity into the ecosystem, industry players are realizing that collaboration is key to clarity, efficiency, and scale.

At the forefront of this was the much discussed Amazon and Roku partnership, a major convergence between commerce and connected TV. Merging Amazon’s commerce and advertising data with Roku’s powerful streaming infrastructure, the two are aiming to create seamless, shoppable ad experiences and unified measurement across the funnel. For brands, it’s an unprecedented opportunity to tie upper-funnel attention with lower-funnel intent in a measurable, real-time loop.  

And that was just the beginning:

• Netflix and Yahoo announced a partnership to enhance ad monetization and inventory capabilities, giving Netflix a more programmatic, scaled path forward for its ad-supported tier.

• A rare and refreshing collaboration among U.K. broadcasters – including Channel 4, ITV, and Sky showed that even longstanding competitors are willing to join forces to simplify planning and improve advertiser outcomes.

• Walgreens recently launched a clean room solution with LiveRamp, and Dick’s Sporting Goods has teamed up with Roku to merge retail audiences with streaming reach – and both were actively pitching their retail media businesses at Cannes.

These partnerships show the industry is prioritizing integration over ownership, outcomes over turf, and interoperability over walled gardens. That’s a win for brands, agencies, and – most importantly – consumers.

‍Talent, Leadership, and the Power of Inclusion

Behind every innovation and trend discussed at Cannes are the people who bring them to life. A recurring theme this year was how talent must evolve to meet the moment — not just in terms of skills but leadership mindset.

Female leaders took the spotlight: Across panels and stages, women defined what modern leadership looked like, championing purpose-led strategies, fostering inclusive teams, and setting the tone for the next era of marketing.

‍Creativity: Still the Soul of Cannes?

While technology dominated much of the beach chatter, creativity is far from forgotten. That said, many attendees reflected on how creativity now often takes a backseat to platform demos and tech showcases spread across hotel suites and cabanas.

Still, there were strong calls to protect and champion human insight and bold storytelling. As FCB New York CSO Todd Sussman aptly put it, “AI can give you the known, but humans will bring the unknown.” That unknown — surprise, delight, originality — remains the soul of compelling campaigns.

Some of the most vibrant energy emerged from the creator economy. The Croisette teemed with influencers, YouTubers, and cultural icons, from Serena Williams to Reese Witherspoon, Paris Hilton, and Jimmy Fallon. It’s clear that the most resonant cultural work often comes from creators themselves, agile, bold, and connected to their audiences in ways that legacy advertising still struggles to match.

‍Signals From the Croisette: The View From the Ground

Cannes highlighted real progress underway across the industry:

• AI is now table stakes. AI was so ubiquitous, it felt less like a differentiator and more like a requirement.

• Agility is the true advantage. Independent agencies are leaning into their flexibility and speed as AI accelerates transformation across the ecosystem.

• Value over flash. Brands are shifting from chasing the shiniest activation to what delivers long-term business impact.

• The future of search is in flux. Large language model optimization is emerging as a new focus area, redefining how consumers seek and discover information and how marketers must adapt to stay visible and relevant.

• Creative must flex in real time. Always-on, modular content strategies are now essential in an agent-led, AI-powered environment. The demand for high-volume, high-relevance messaging is rising fast.

‍A Reimagined Industry

Cannes Lions 2025 marked a pivot point for advertising. The industry is shedding outdated models and embracing a future that values strategic partnerships, owned infrastructure, smarter AI integration, and outcome-driven execution.

At Goodway Group, we don’t just keep pace with the changing world — we build momentum. We believe marketing is the most powerful growth engine a business has, and we’re committed to helping brands move with clarity, work smarter, and create a lasting impact through every investment they make.  

— Paul

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📣 Follow me on LinkedIn for more insights on leadership, growth strategy, and how independent agencies are navigating change. Tune into my podcast, Time for a Reset, for candid conversations with industry leaders, navigating the changes redefining our industry.

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About the Author:

Paul Frampton-Calero is the CEO of Goodway Group, a fiercely independent, global marketing services company that helps forward-thinking brands unlock growth across consulting, connection, commerce, and conversion. With over 20 years of experience in marketing and transformation, he’s known for his people-first leadership and passion for innovation. Paul also hosts the Time for a Reset podcast, is a regular industry speaker, and actively mentors emerging talent. He brings a global perspective, deep industry expertise, and a clear vision for the future of modern marketing.