At this year’s Cannes Lions International Festival of Creativity, I had the chance to attend a variety of panels and conversations. Coming from a non-marketing academic background, and with less industry experience than many of my peers, I joined this experience not just to observe but to deeply learn how different players—from platforms to agencies to brands—work together to make this industry so diverse and alive. Yes, AI was everywhere—rightfully so. But what excited me mo

What’s a sweltering summer week without iced coffee? Wandering the streets of Paris, I asked for an iced latte in cafés big and small—usually with a slightly apologetic look on my face—and the responses felt like opening a surprise box every time. "Starbucks" Coffee Influencer's Version Some baristas waved me off, pretending they didn’t understand. Some gave me a hot latte alongside a cup of ice. Others pulled out a shaker, gave it a dramatic shake, and even strained the ice

At a festival like Cannes Lions, it’s easy to feel like you’re supposed to walk away inspired, connected, transformed. But for me, the experience was quieter—less a spark, more a pause. I attended panel after panel filled with big, abstract ideas: “authenticity drives impact,” “creativity is everything,” “brands must find their purpose.” Thoughtful words, no doubt—but I found them a bit vague and myself wondering where the real substance was. What about the small ideas, the m

During our visit to Havas, a leading agency within the global Havas Group headquartered in Paris, we were welcomed not just with insights, but with something completely unexpected: freshly made pizza, prepared on-site by two chefs who brought everything—from ingredients to a real oven. They are making pizza！ They kneaded the dough, spread the sauce, sprinkled toppings based on our preferences, and served some of the best pizza I’ve ever tasted. But more than the food itself,

If I had to sum up my Cannes Lions 2025 experience in one word, it would be transformative . From thought-provoking panels with top CMOs to getting crafty at beachside activations, the entire week was a masterclass in the power of creativity and connection. Every conversation, whether at a formal session or a happy hour “networking” event (wink wink), reminded me why I’m drawn to marketing in the first place. But one moment stood out most. During an impromptu conversation at

It’s no secret that “AI” is the buzzword of the year. We heard it mentioned many times on our recent GFI trip to France. However, as we visited a number of innovative marketing and luxury agencies, one message came through loud and clear: AI is not just a tech trend, it's shaping the future of our industry. As aspiring marketers, it’s natural to feel a bit uneasy about AI, especially when we hear about its growing role in automating tasks traditionally handled by humans. But

Stepping into the Cannes Lions Festival of Creativity for the first time felt like entering a different universe, one where some of the world’s most powerful creative minds gather not just to talk marketing, but to shape its future. I expected big panels, star-studded sessions, and endless inspiration (and I got all three), but what surprised me most was this: the real magic happens in the conversations between the talks. One of the highlights was diving into the out-of-home

While artificial intelligence was the headline topic at this year’s Cannes Lions Festival, a quieter, but equally important theme emerged across multiple panels: brand trust. In sessions like “Brand Purpose as a Competitive Advantage” with executives from Weber Shandwick and Hilton, Canva’s “Branding When It’s The Wild West,” and DoorDash’s “AI That Sells,” one consistent message stood out – AI can drive efficiency and scale, but without consumer trust, it loses impact. Canva

During our visit to dsm-firmenich in Paris, one of the global leaders in fragrance and flavor innovation, I gained a new appreciation for the subtle but powerful role that scent plays in marketing. More importantly, I came to understand how globalization shapes consumer perception of fragrance in unexpected ways. In a session led by Bernie Perez, Senior Commercial Director of Global Consumer Brands, we explored the cultural context behind scent preferences. One insight that s

In France, luxury isn’t solely defined as a product, experience, or even an industry, it’s a legacy. And most intriguingly, it’s evolving. I’ve seen this to be true throughout my time in Paris, as part of NYU’s Global Field Intensive cohort. Brand perception around the luxury market, in France, is different than other destinations around the world. In France, it isn’t simply sold but woven into the history and identity of their culture. For marketers, this means truly embodyi

“You drive, AI rides shotgun.”  Of all the things I expected at Cannes, a reminder to stay human wasn’t one of them, but that’s exactly what Apple led with. Tor Myhren , Apple’s VP of Marketing, didn’t focus on flashy tech or product specs. He talked about emotion. About intention. About why some ideas land and others don’t. What struck me most wasn’t the talk of data or tech. It was the reminder that at the heart of it all behind every campaign, product, or viral ad is a hum

One thing about being a student, or even an early-career creative, is that it’s easy to wonder if your ideas are actually good.  Like… is this something a real brand would actually use? Or am I just pretending? This week in Paris flipped that imposter syndrome on its head. As part of the NYU Paris/Cannes GFI, my team and I had the chance to pitch a campaign at Orès Collective in response to a real brief from Honda Motorcycles. Not a mock assignment, a real campaign ask, prese

I honestly can't describe how surreal it was sitting in the audience for Colin and Samir’s panel at Cannes Lions this year. I’ve been watching their videos on the creator economy since I had less than 100 subscribers on YouTube, back when I was making $0 from content and figuring it all out alone, from my bedroom. I used to listen to their podcast at my day job, literally manifesting the day I could call myself a full-time creator. I actually found out about Cannes because of

Week two in Cannes was intense - in the best way possible. It felt like five years of networking crammed into just four days. As Milos advised us, “Take advantage of every opportunity,” and I took that to heart. I found myself everywhere - especially at Sports Beach, which quickly became my unofficial home base. I spent a lot of time there meeting people from all corners of the industry. One of the biggest highlights was getting to talk about how to promote the game I love-

I kicked off the first part of the trip with a delayed flight and didn’t land in Paris until late Friday afternoon. Tired and jet-lagged, I stumbled into what turned out to be an impromptu adventure- I saw a sign and realized the French Open was happening just across town. A quick (and slightly impulsive) ticket purchase later, I was watching the semifinals. It was an unforgettable way to arrive. But come Monday morning, the real learning began. The Paris leg of our journey t

If there was one theme that echoed across nearly every panel, keynote, and casual conversation at Cannes Lions, it was this: AI is here—and it’s changing everything. But rather than fueling fear, the tone throughout the festival was overwhelmingly optimistic. At one mainstage talk (see image below), the message was clear: creativity must evolve with technology, not compete against it. Industry leaders—from Apple’s CMO to agency innovators—emphasized that AI isn’t replacing cr

At Cannes Lions last week, Procter & Gambles Chief Brand Officer, Marc Pritchard, reminded us that even in an era of hyper-targeted ads and fleeting attention spans, timeless brand building is still rooted in five essential principles. P&G’s approach blends art, science, and craft to create advertising that doesn't just sell, it sticks. Here are some tactics:  Know your consumer better than anyone Know your brand better than everyone else Fall in love (and stay in love) with

By Madison Coleman One question kept surfacing throughout my time at Cannes: Who actually takes the lead in a campaign? The creative team or the data team? Not just “which comes first,” but who gets to shape the direction before others join the conversation? The first thing that came to mind was the classic question: Is it the chicken or the egg?  Does data inspire the idea, or does the idea set the stage for data strategy? When working on projects, I naturally gravitate towa

Attending the Cannes Festival of Creativity was more than just inspiring, it was grounding. Among the many insightful sessions, two in particular left a lasting impression on me: T-Mobile Advertising Solutions and Havas. Each offered powerful reminders of what it means to create with intention, keep storytelling alive in a changing media world, and build meaningful partnerships. T-Mobile Advertising Solutions  reminded me that while content is king, context is god. Great stor