Here's a front row seat to what the industry is talking about at Cannes Lions 2025

Campaign Middle East reports live from Cannes Lions 2025, covering key conversations, exclusive interviews, and on-the-ground insights from industry leaders shaping the future of advertising, media, and marketing.

Across the week, our team is speaking with regional and global leaders, attending panel discussions, and spotlighting emerging trends —from purpose-driven creativity to AI-powered campaigns. Here are all the sharp insights, real-time reflections and unfiltered takes from the Croisette.

Through Day 1 at Cannes Lions, Campaign Middle East interviewed:

Ali Rez, Chief Creative Officer at Impact BBDO
Mike Khouri, CEO of Independent Agency of the Year-winning Tactical;
Matt Manning, President, dentsu Sports International
Aude Gandon, Global Chief Marketing Officer of Nestlé;

Tor Myhren, VP of Marketing Communications, Apple helped set the tone for the week; reflecting on the heartfelt keynote presentation, Ali Rez, Chief Creative Officer at Impact BBDO welcomed the focus on creativity, emotion, and storytelling in an increasingly tech-driven industry. He saw it as a strong reminder that human-centric narratives still hold power – even as AI takes center stage.

Tactical’s Founder and CEO Mike Khouri reflected on the ongoing push-and-pull between creativity and technology. He emphasised the importance of using tech as an enabler – not a replacement – for original thinking.

Speaking to Campaign Middle East, Matt Manning, President of Dentsu Sports International, discussed the company’s latest announcement: officially launching its MENA headquarters in Saudi Arabia as part of its broader global expansion strategy.

Aude Gandon, Global CMO at Nestlé, reflected on her key message from Cannes Lions 2025 which is that creativity is fundamental to driving growth and ROI. She emphasised that creativity is not just a brand-building tool, but a business accelerator.

Through Day 2 at Cannes Lions, Campaign Middle East interviewed:

Melissa Hseih Nikolic Director – Product Management, YouTube Ads
Reda Raad, Group CEO of TBWA\RAAD
Tom Otton, CEO, Create. Group
Steve Plimsoll, Chief Strategy Officer and Acting Chief Marketing Officer, HUMAIN
Simon Cook, CEO, Lions.
Natalie Shardan, Managing Partner, Serviceplan Group Middle East.
Fabio Silveira, Managing Director, Havas Creative Network

Melissa Hseih Nikolic, Director of Product Management at YouTube Ads highlighted the power of open calls and creator partnerships and explained how bringing brands alongside creators helps uncover authentic stories that truly resonate with audiences.

Reda Raad, Group CEO of TBWA\RAAD, reflected on the buzz around AI in the industry. While acknowledging its potential, he cautioned against over-reliance, warning that excessive use risks flattening culture and making creative work look increasingly similar.

In a rapidly evolving industry, Tom Otton, CEO of Create. Group, highlights the importance of agencies and clients working more effectively together.

Steve Plimsoll, Chief Strategy Officer and Acting Chief Marketing Officer at HUMAIN, shares his thoughts on why it’s more important now more than ever to truly understand data.

This year’s Cannes saw a noticeable rise in brand attendance, something Simon Cook, CEO, Lions was quick to highlight.

Natalie Shardan, Managing Partner at Serviceplan Group Middle East and a jury member this year, reflects on the experience and shares key insights into the strict judging criteria for Brand Experience and Activation.

Fabio Silveira, Managing Director of Havas Creative Middle East and jury member for the new Creative Business Transformation category at Cannes Lions 2025, highlighted the importance of balancing creativity with tangible business outcomes.

Through Day 3 at Cannes Lions, Campaign Middle East interviewed:

Gary Vaynerchuk, CEO and Chairman of Vayner Media
Siddarth Sivaprakash, Head of Brand & Marketing, Home Centre, Landmark Group and Mitin Chakraborty, Head of Marketing, Babyshop, Landmark Group
Rayyan Aoun, Chief Creative Officer, BigTime Creative Shop
Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office.
Nassib Boueri, CEO of VML MENA
Lara Assouad, Executive Creative Director, Landor

Gary Vaynerchuk, CEO and Chairman of VaynerMedia, warns that we should be afraid of AI and its impact.

Siddarth Sivaprakash, Head of Brand & Marketing at Home Centre, Landmark Group, and Mitin Chakraborty, Head of Marketing at Babyshop, Landmark Group, reflect on the Middle East’s lack of engagement with the region’s real issues and discuss how AI is transforming the industry.

Rayyan Aoun, Chief Creative Officer at BigTime Creative Shop, reflects at Cannes Lions on winning five metals including two golds and proudly representing Saudi Arabia.

Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office, reflects on his experience as a jury member for the PR category. He notes that one thing the entire jury had in common was speaking broken English, which highlights the diversity of the discussions behind the scenes.

Nassib Boueri, Chief Executive Officer at VML reflects on the conversations that have been occurring at Cannes.

Lara Assouad, Executive Creative Director, Landor reflects on the buzzword of the festival – AI and augmented reality.

Through Day 4 at Cannes Lions, Campaign Middle East interviewed:

Thomas Kolster, International Advertising Association Sustainability Council Member; Founder & Creative Director, Goodvertising Agency
Fahd Hamidaddin, Board Member and Founding CEO, Saudi Tourism Authority
Ramzy Abouchacra, President, Media – MENA, dentsu
Elda Choucair, Chief Executive Officer, Omnicom Media Group – MENA
Kiran Haslam, CMO, Diriyah Company

Thomas Kolster, International Advertising Association Sustainability Council Member; Founder & Creative Director, Goodvertising Agency reflects on the need for “the right” and stronger leadership in the industry.

Fahd Hamidaddin, Board Member and Founding CEO of the Saudi Tourism Authority, shares why the industry must pause, cut through the noise, and genuinely identify the evolving needs and wants of consumers.

Ramzy Abouchacra, President of Media – MENA at dentsu, reflects on his time as a jury member, sharing key lessons and observations. Three main themes emerged from the jury room: the concept of hacking, the integration of culture, and the role of AI.

Elda Choucair, Chief Executive Officer, Omnicom Media Group – MENA reflects over the years at Cannes Lions and how the industry is changing.

Kiran Haslam, CMO of Diriyah Company, reflects on his top takeaways from Cannes, emphasising the vital role of credibility and the need to uphold it within creativity.

Follow our real-time coverage across Campaign Middle East’s social media channels. Stay updated on the latest of what’s happening at The Palais, the Rotonde, The Carlton Hotel and stay tuned for exciting events at the Campaign House Hilton Canopy.