Cannes Lions Perspectives: What Leads, Data or Creativity?

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 toward the research. I like to know what the audience is saying, what’s already out there, and what’s actually worked. Stepping into an environment like Cannes where bold creative thinking was prominent, made me rethink the sequencing of how campaigns get built. More importantly, who takes the first lead.

What surprised me was that both creatives and data strategists talked about the importance of storytelling, but each had a different take on what that meant. Creative directors focused on emotion, originality, and cultural resonance leading marketing efforts. Data experts emphasized patterns, insights, and performance. Both felt essential, but each brought a built-in bias for what a “good” story looks like, and when the teams come together for cross-collaboration.

Taken at Kargo's AMAZING Drone Show

I noticed it wasn’t easy to find access to the analytical side of things (as expected during a "festival of creativity"). Many of the data and insights panels were private, invite-only, or reserved for major clients. I totally understand that some content is tailored for those relationships, but I do hope that in future years attendees who are passionate about data-driven storytelling get the chance to experience more of it firsthand. Opening up select sessions beyond the Fortune 500 guest list would allow more people to better understand the full scope of campaign building, not just the final creative output.

From what I’ve seen, different industries tend to lean one way. In CPG or tech, product development often starts with research, and creative enters later in the process. In luxury, fashion, or agency settings, creativity often leads from the beginning, with data brought in to refine or validate. Neither approach is wrong - they just create different dynamics that lead to the same outcome.

TikTok's Inspirational Quote Rotation Board

It’s not about choosing a side of "which comes first". Maybe it’s about building systems where both can meet early with their own ideas, and reshape the story together.

Back to the chicken and egg: maybe both already exist. The real question is when they start talking.