Cannes doesn’t end when the Croisette clears.

The real work starts when those insights hit boardrooms, leadership teams, and creative departments that need to decide what actually changes next.

Over the coming weeks, I’ll be bringing Decoding Cannes to teams at Mekanism, Canadian Red Cross, and Proof Strategies.

The Globe and Mail hosted special Après Cannes events in Montreal and Toronto to spotlight the standout work and emerging themes from Cannes Lions 2025. This year’s festival proved that the future of creativity isn’t cautious – it’s courageous. From AI’s wild west to the rise of ROE (Return on Emotion), Cannes Lions 2025 reminded us that imagination still leads the way.

What surprised me most about Cannes 2025?
Humanity made a comeback.

Emotion—not efficiency—was the creative power move. ROE is overtaking ROI. Lions were democratized across countries. Smaller players stood taller. And amid all the tech, there was a genuine love letter to our industry and its ability to move culture.

Cannes 2025 didn’t signal the death of creativity.
It confirmed its evolution.