The Conversations Between the Talks: Where Creativity and Curiosity Collide

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 marketing space with OUTFRONT Media, learning how physical spaces are being reimagined through digital integration and contextual storytelling. It reminded me that innovation doesn’t always live on a screen—sometimes, it’s built into the environment around us.

Another unforgettable moment was speaking in the Stagwell SportBeach Content Studio alongside Aaron Kwittken, CEO of PRophet, and Professor Stephanie Mattera. We explored how students are engaging with AI not just academically, but practically—integrating it into ideation, copywriting, research, and strategy. I found it incredibly illuminating to see how AI is being navigated across different corners of the industry, from brand-side to agency-side to startup innovation. The takeaway? AI isn't replacing creative thinking—it's amplifying it. Hearing from Aaron on where the tech is headed, and reflecting on our own experiences as students, made it clear: this next chapter of marketing will be written with AI, not by it.

And yes, I sat in on incredible sessions with C-level executives and global icons. But if there’s one message, I’m taking home with me, it’s this: talk to people. Say yes to every conversation, every introduction, every unexpected moment. In Cannes, everyone has something to teach you—and often, it’s the quiet 1:1 chats on the beach or a quick espresso between panels that spark the most lasting insights.

This festival is a reminder that while marketing may be global, it’s driven by people. People make the marketing happen. And that’s what makes Cannes Lions so special, it's not just about creative campaigns, it’s about the creative community behind them.