Stepping onto the Croisette for Cannes Lions 2025 was, as always, an experience of intense energy and palpable buzz. But this year, for me, it felt different. For the first time, with a busy team back home, I navigated the festival as ID Comms solo. I immersed myself in a packed schedule of meetings and conversations, aiming to get a real pulse on the industry for ID Comms and our clients.
Three "A" Themes Emerged
The heat was certainly memorable, but beyond the Riviera sunshine, three distinct "A" themes emerged, offering profound insights for marketers and media professionals. These aren't just buzzwords; they represent significant shifts in how we define value, navigate change, and harness innovation in advertising.
1. A Vibe of Appreciation
The first "A" that resonated deeply was an overarching Appreciation. There was a tangible, almost poignant, vibe at Cannes this year. It felt reminiscent of the "Disco 2000" era, that turn-of-the-millennium feeling where, amidst uncertainty, there was a palpable need to celebrate what we had. This year, against a backdrop of macro-economic and geopolitical challenges, people seemed to genuinely appreciate the magic of Cannes, the industry, and the connections we forge.
There was an underlying sentiment that this unique gathering might not last forever, fostering a sense of treasuring the moment. It felt like a clear message of hope and optimism shone through – a shared belief in the power of our industry to adapt and thrive. Instead of feeling the typical Cannes self-indulgence, I came back to my desk with a renewed sense of purpose and a new appreciation for what this industry can offer.
Without sounding negative, realistically at some point there's going to be “the last great Cannes”; this could be it; we were all feeling it. And as is the case when there’s an unknown, there’s an appreciation to hold onto what you have in the moment. This year, I think we all sensed gratefulness for the industry that we get to work in.
“Appreciating the person with the best job in media.”
Lunch with Dimitri Maex, the new CEO of Accenture Song’s marketing practice, Cannes 2025
2. Agencies on the Edge of Evolution
My second "A" is Agencies. I spent over half my time at Cannes speaking with global agency leadership, gaining a crucial temperature check on their sentiment and strategic direction. The consensus? A distinct nervousness. The agency landscape is undergoing significant, rapid change. The impending Omnicom-IPG merger, WPP's ongoing dramatic surgery, and the likelihood of further acquisitions are reshaping the competitive landscape. We'll dive deeper into this in a special upcoming episode, but for now, suffice to say we're heading towards a media world dominated by three giants: Omnicom, Publicis, and WPP. Their business models are converging, increasingly positioning them as sellers of media as much as buyers.
From a visibility standpoint at Cannes, the "Big Three" were present, but their presence varied. Omnicom had a very visible presence, hosting panels and discussions.
WPP, by contrast, felt a little more on the fringes, located at the far end of the beach. This was particularly interesting given their recent "WPP Media" launch and the news of Mark Read stepping down just before the festival.
I had anticipated WPP would leverage Cannes as a massive platform to clearly define their new proposition and reassure clients. While they were certainly present, the noise and intense competition for attention made it incredibly difficult to cut through. I had a privileged two-hour deep dive into their "Vision 30" – a four-pillar strategy heavily enabled by AI, featuring impressive updates to their WPP Open platform. The foundation of a compelling story is there, but I don't believe Cannes significantly amplified their repositioning. There’s still a long way to go to clearly demonstrate the purpose and benefit of WPP Media to the wider market, beyond what it means internally to WPP.
On another note, a particularly memorable conversation was with Dimitri Maex, the former Global CEO of Initiative (one of IPG's media agencies). News broke during Cannes that he's taking on the "most interesting job in media" at Accenture Song, leading their marketing practice, which includes media. This is a fascinating development. Accenture previously dipped their toes into programmatic media, but this move, with Dmitri at the helm, could potentially see Accenture become a serious fourth contender to the agency giants. His decisions in the next 6-12 months will have a huge impact on the agency landscape, offering a differentiated, legacy-free model to clients.
Many of the forthcoming challenges for agencies were captured in an interview I did on the “300” Podcast with Patrick Ryan:
3. AI: From Speculation to Application (with a dash of excitement)
Finally, the third "A" was, predictably, AI. It was unavoidable. Two years ago, the sentiment around AI was pessimistic speculation – a blend of fear and bluster. Now, two years of progress have led to a more practical, confident outlook; a willingness to navigate a new tool. The fear that all marketing would be replaced by algorithms seems to have subsided; the foundational importance of human relationships and trust remains.
We saw demonstrations of some truly interesting technology. My summary? AI's impact on creative and production is genuinely exciting. There's an electric buzz around what's possible, even as practitioners temper expectations, acknowledging we're still early in the journey. This is fantastic news for marketers, unlocking new realms of creative possibility.
However, when it came to media AI demonstrations, the feeling was often exhausting. It felt like we were being "bored into submission." While the underlying technology offers immense potential for optimization and efficiency, the narrative often lacked inspiration and tangible, exciting outcomes for clients. We, in media, need to do better at articulating the true excitement and opportunity AI presents, moving beyond buzzwords and PowerPoint slides. Our clients aren't looking to be panicked by job losses, but rather inspired by how AI can drive productivity and growth.
“We’ve moved beyond the promise and the fear to the practical application,” said Don McGuire, chief marketing officer at chip maker Qualcomm told WSJ. Totally agree.
Looking Ahead
Cannes 2025 reinforced that while the industry is in flux, its core strengths – creativity, connection, and relentless innovation – remain vibrant. At ID Comms, these insights directly inform our work. We're committed to helping marketers navigate the evolving agency landscape, leverage AI for demonstrable value, and ensure their media investments deliver impactful results. We believe that true creativity is always underpinned by measurable effectiveness, and our role is to ensure that synergy.
We'd love to hear your thoughts! If you attended Cannes 2025, what were your key takeaways? Do you share our perspective on these "Three A's," or did you observe different trends? Share your comments below.
P. S. Giant congrats (and welcome stateside) to friend of ID Comms, Mark Ritson. The beloved marketing professor and founder of the miniMBA in Marketing sold his venture to agency group Brave Bison for £19m (Mark owns ~50%) and starts a new weekly column with AdWeek in the US later this year. Bravo!
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