Following this year’s Cannes Lions festival, Bluestripe Group, publisher of New Digital Age, asked its clients for their impressions of another memorable week for the global ad industry…
Graham Field, Chief Revenue Officer at Outra
“This year at Cannes, it was encouraging to see data remain a central focus, emphasising its tangible benefits to brand engagement. While data-driven approaches are not new, what stood out was the accelerating adoption of sophisticated, household-level insights that allow brands to connect directly with people rather than anonymous segments.
“AI took a prominent but measured role in discussions. The prevailing view was clear: AI should support, not replace, human decision-making. Despite its power to process vast data and optimise campaigns rapidly, accountability ultimately lies with marketers. If budgets are spent too quickly, the marketer, not the AI, faces the consequences. This perspective highlights the importance of transparency and trust as AI tools become increasingly integrated into marketing strategies.
“There’s no denying the market has been tough, but Cannes highlighted optimism fueled by innovation and collaboration. The industry is evolving, with clients and agencies enhancing their data literacy and embracing technology to enable smarter, more precise marketing. Blending advanced data with human insight is key to cutting through complexity and delivering meaningful consumer connections in a changing landscape.”
Guy Jackson, CCO, RAAS LAB
“Cannes this year feels like a round of AI Bingo. Everyone’s name-dropping artificial intelligence in every conversation, but who’s actually doing something meaningful with it? There’s a lot of talk about creativity and efficiency, and not nearly enough focus on outcomes.
“What’s stood out to me is the gaping hole between hype and real transformation. AI is clearly shaking up the agency and creative landscape, and right now we’re at an inflection point. The tools exist, yet the industry is still figuring out how to apply them, especially in ways that don’t just optimise, but genuinely connect media, data and creativity.
“For many big players these disciplines are still operating in silos. Now AI is joining them up, and it’s causing disruption. There are a lot of question marks over how things will pan out. Ultimately though, we need less AI hype and more real outcomes.”
Phil Acton, UK Country Manager at Adform
“This year at Cannes, attention metrics stood out as a more meaningful way to measure upper-funnel impact, especially compared to viewability benchmarks. This shift highlights how the industry is evolving to prioritise genuine engagement over passive impressions. Digital Out of Home also featured prominently, gaining momentum as a key part of omnichannel strategies thanks to its ability to deliver contextually relevant messages in high-impact environments.
“Yet one of the broader themes dominating many conversations was simply around quality. From improving the quality of supply path efficiency to smarter reach and frequency planning, the focus is clearly on elevating standards at every touchpoint. It’s about better quality media, stronger partnerships with quality journalism sites, and ultimately, higher quality outcomes. When publishers, brands, and tech partners align around shared goals, everyone wins.”
Mike Khouri, CEO at tactical
“Inside the Palais, the message was clear: creativity needs humans. Not just to polish ideas, but to inject soul and originality in a world that’s rapidly automating the rest. That hit home.
“Meanwhile, down the Croisette, tech giants and their partners were rolling out updates designed to let everyone create. The tools are here, and they’re not asking for permission.
“Here’s where it gets interesting: the opportunity to combine creative with tech.
“The next era won’t be defined by who shouts the loudest, but by who can combine craft and code in the most frictionless, fast, and scalable way. AI isn’t replacing creatives. It’s challenging us to level up.
“Whether you’re an agency, brand or individual creator, it’s those who can think fast, craft stories that cut-through, and execute ideas smartly that will set the pace for the future.
“That’s the real story coming out of Cannes. The race is on.”
Dom Dunne, Commercial Director, Programmatic & LaunchPAD, Europe, at Bauer Media Outdoor
“Cannes reflected the momentum building across the industry, with a general atmosphere of optimism around the change that we are seeing happen. However, the big tech platforms continued to dominate, which was visible to see. There was also a growing interest in AI adoption for data-driven media planning and buying. However, with Cannes being the home of celebrating creativity, it’s important to remember that the human touch remains vital, and real people matter amongst the digital noise.
“It was fantastic to find there was a lot of discussion around programmatic DOOH and how it can influence other digital channels. For example, OOH and Audio shone through as channels that can genuinely help brands connect with consumers while working in tandem with other digital channels across multiple markets. With the pending HFSS rules in the UK having a significant impact on media plans and budgets in some channels, this presents a real opportunity for OOH and Audio to come to the fore, and overall, Cannes lay the foundations for a strong H2.”
Alistair Gosling, Co-founder of Wavelength and Extreme Sports Channel
“At this year’s Cannes Lions, it was impossible to ignore the rising influence of creators and the creator economy. While conversations about AI and ad tech continued to dominate official panels, the real cultural pulse was happening beachside, driven by creators, not corporations.
“Yes, ad tech ‘took over’ a decade ago. What’s happening now is more profound: creators through social platforms aren’t just distributing media; they are the media. Within those platforms, creators are emerging as the new publishers, studios, and brands.
“But for the creator economy to mature, it needs more than brief; it needs structure. Creators need proper tools, infrastructure, and agency-level trust to lead the next wave of storytelling. The future of Cannes Lions won’t be won by targeting culture, it will be won by living it, through creator-led narratives that connect directly with communities.
“There’s growing momentum behind independent talent and fresh formats, but also a noticeable gap: junior creatives and next-gen strategists, especially those from diverse backgrounds, are still largely absent from the main stages. If Cannes wants to stay relevant, it has to evolve with the people who are shaping culture in real time.
“PS: always love an event where you can dress like you’re sailing a yacht and drink like you’re out on the town!”
Paul Wright, Head of EMEA Sales, Uber Advertising
“AI took centre stage this year, but outside the hype, and yes, it was discussed on every panel, there seemed to be a more grounded focus on real outcomes as opposed to sci-fi stories. Indeed, seeing some of the solutions that are built for advertising as I did, it opens the mind to many possibilities, especially the speed and accuracy that AI can bring.
“It is also clear that we are seeing accelerated development cycles. I sat with one entrepreneur who had various versions of his product on his phone, each a few weeks apart.
“That said, the market does remind me of the early days of the web. There was a lot of excitement and new ideas, but I wonder if much of what was being pushed was essentially reheated products with AI added, or what is truly new. Let’s be honest: Dial-up access was not a great experience. The broadband rollout, along with Wi-Fi tech and the iPhone, solved that.
“This cautious optimism sets the scene for how the industry is adapting. That adaptation is evident in how agencies are moving away from standard programmatic platforms and instead building bespoke solutions in-house. By creating tailored systems that better integrate planning, data, and media buying, agencies can gain the level of control and precision that a one-size-fits-all DSP simply cannot offer. This shift reflects a broader desire to harness AI’s capabilities in ways that truly deliver value.
“Amid all this technological change, creativity remains the heart of effective advertising. While AI can accelerate production and open new possibilities, it cannot replace the emotional connection that only a well-crafted idea can create. The real challenge lies in balancing the power of AI with human insight to avoid a future of bland, homogenised messages and instead deliver truly memorable work.”
Sam Wilson, VP, Streaming Platform, EMEA at Magnite
“Looking back on Cannes Lions, this year’s conversations offered a clear signal: the industry is deep in transition. Supply path optimisation (SPO) continues to evolve from a tactical tool into a strategic imperative, driven by a growing need for efficiency, transparency, and performance.
“Meanwhile, the long-promised potential of data activation is coming into fruition. Real progress is happening, not just in data collection, but in using it meaningfully to shape media outcomes in real time.
“Also notable was the shifting agency landscape, driven by clients demanding greater accountability and integration. As a result, we’re seeing collaboration in ways we haven’t before. Agencies are responding with new models and partnerships that blur traditional boundaries, while former competitors like broadcasters and streamers, or unexpected tech allies are joining forces. Collaboration is no longer optional; it’s a core strategy moving forward.”
