Now that the intensity of the first day at Cannes Lions has had a chance to settle, we can properly distill the key takeaways. Yesterday a few consistent themes have clearly risen to the top. Here is our debrief.
First, Sir John Hegarty set a powerful tone. His argument: size is no longer a guarantee of success. Boldness and creativity are the new determinants. In this AI era, the only durable advantage is a potent creative culture, steered by a precise brand philosophy. This has been a core principle of our agency’s approach for over a decade.
In the next panel, a 2024 Silver Lion winner pointed that cultural relevance is not a tactic, it is fundamental. While this may seem self-evident, it’s a principle that is still not universally applied with the rigor it requires.
The afternoon featured WARC presenttation on the interplay between long-term brand building and short-term sales activation. Their analysis of creative impact ended with three conclusions:
1. Advertising is most effective when it performs two jobs simultaneously.
2. The two jobs are symbiotic; a strong brand amplifies performance marketing.
3. The relationship isn't additive (Brand + Performance) but multiplicative (Brand x Performance).
Key idea? It's possible and necessary to create communication that both builds the brand and drives immediate sales.
1. Advertising is most effective when it performs two jobs simultaneously.
2. The two jobs are symbiotic; a strong brand amplifies performance marketing.
3. The relationship isn't additive (Brand + Performance) but multiplicative (Brand x Performance).
Key idea? It's possible and necessary to create communication that both builds the brand and drives immediate sales.
More interesting, however, was a research that showed a 70%+ correlation between ROAS and pre-existing category demand. This is a crucial piece of context suggesting that while a digital specialist's expertise is valuable, their influence on the final ROAS figure is minimal, with the majority of the impact dictated by the market itself.
Finally, Marcel Marcondes, CMO of AB InBev, reinforced the theme by showing how their brands' success is built upon enhancing the consumer experience, supported by constant investment in brand building.
The throughline for Day 1 is clear: A strong, culturally resonant brand, expressed through bold creativity, is the primary engine for both sustainable growth and short-term performance. It’s all connected.
That concludes our debrief for this session.
Explore our complete coverage from the Croisette. You can read the full debrief and our key takeaways from each day of the Cannes Lions 2025 festival below:
Explore our complete coverage from the Croisette. You can read the full debrief and our key takeaways from each day of the Cannes Lions 2025 festival below:
- Day 1 Debrief
- Day 2 Debrief
- Day 3 Debrief
- Day 4 Debrief
- Day 5 Debrief – soon
