Not another recap: what worked, what didn't, and our hot takes of Cannes 2025.

Y’all know we loooooove a retrospective: a moment to look back, reflect, and most importantly, learn for the future. 

So, we present you with our retrospective on Cannes 2025 – taking the good, calling out what could be better, and sharing the hot takes you won’t find in your average recap. 

✅ What worked?

The people! 

There is a reason folks always say Cannes is the place to be. It’s undeniable that the decision makers of some of the biggest brands, powerhouse agencies, and largest tech companies, are there time and time again. 

The magic just comes from being together, in the casual moments, in the hallways, the bathroom line, the Carlton. Being there is worth it.

Acknowledging (one of) the elephant(s) in the room 

The industry is clearly at an inflection point (re: edge of a cliff). 

From intimate CMO breakfasts to packed sessions at the Palais, conversations centered on one critical question: how do we prepare for unprecedented change (with AI, and its likely impact on the very definition of work and how we compensate humans) while staying true to what makes marketing human?

A better balance between brand and performance 

Performance marketing’s reign is beginning its retirement tour - there were glimmers of a more equal brand and performance conversation on the horizon.

CMOs are moving past signups and impressions and prioritizing measuring how people feel about their brands. This shift prioritizes connection over conversion, with brand value happening at touchpoints where experience meets emotion. 

Finally, we're asking "how should this feel?" in addition to "how many impressions?"

❌ What didn’t work? 

So much content, so little (masterful) facilitation 

Too many panels felt like watching paint dry. 

Moderators asked softball questions, panelists gave rehearsed answers, and audiences checked their phones. We need facilitators who challenge speakers, create genuine debate, and aren't afraid of uncomfortable moments. The best insights come from tension, not consensus.

(Caveat: we couldn’t be in that many places at once, so we definitely didn’t experience it all).

Lack of marketing brass tacks

Theoretical conversations dominated, and there was a glaring absence of tactical, hands-on marketing capabilities discussion. 

CMOs might be comfortable speaking about philosophical frameworks, but their teams need practical skills and clarity on how success stories came to be. 

Accessibility in name only 

Cannes Lions is ex.pen.sive. Like. Really, really expensive. I’m looking at you, 6,000€ festival pass and 28€ glass of Rosé.

This makes it out of reach for most people, no matter how much folks want to tout inclusion and accessibility. 

Then, let’s add on these very real truths:

The sidewalks are narrow and over-crowded, and all of the beach experiences had a large set of stairs to traverse. If you’re navigating mobility issues, good luck! 

If you’re pregnant or nursing, don’t count on finding a place to stop, cool down, drink a glass of water, let alone pump, without waiting in a long-line to get your name checked on a list, get a wristband, all to enter an overly crowded outdoor space.

🚀 The retro question that matters: What might we do differently?

Some rapid fire ideas that are top of mind for us:

• Facilitators need to bring a POV; not just moderation
• More real-life examples that get past the WHAT to the HOW, fast 
• Have more teams on panels!
• Build elevated walkways and alternative access options to ease mobility challenges 
• Offer Mothers’ Rooms in your spaces along the Croisette
• Offer public bathrooms and free water that don’t require a wrist band or badge for access
• Dare we say: do less. Fewer panels, fewer parties, less ‘stuff’.

We’ll do our best to bring these to life ourselves. If you want to partner on that, hit us up.