Cannes Lions has long been a place where our industry comes together, bringing people, ideas and perspectives into one shared space. That spirit of partnership and connection is what continues to bring people back year after year, and it's what makes the week such an important one for centering social impact alongside creativity. We spoke with some of the Ad Council’s leadership to hear how their takeaways are shaping where we go next, underscoring what’s possible when innovation, creativity and partnership are aligned around a shared goal for purpose-driven impact.
“I witnessed firsthand the top CCOs and CMOs choosing to come together in real life to make the world a better place and having the best time doing it. That's something to write home about.”
Heidi Arthur, Chief Campaign & Program Officer
“I was inspired by the way social good continued to show up this year in the award-winning campaigns, even beyond the impact-related categories. From Grand Prix work, including from AXA France on incorporating ‘domestic violence’ into home insurance policies, to Adidas’s innovative running shoe co-designed with and for the Down syndrome community, purpose crossed into commercial categories with great results. This reinforced for me the capacity of our industry to do good and the powerful ways our partners are showing up in the world.”
Rebecca Ross, Campaign Manager & Cannes Lions BMA '26
“The clearest signal from this year’s festival: influencer marketing is marketing. The lines between celebrities, creators and the content they make have collapsed, and fandom is the most powerful force driving culture right now. Brands that understand this aren’t thinking about where influencers fit in the funnel—they’re building around them entirely. That’s where creativity is headed.”
Michelle Hillman, Chief Campaign & Program Officer
“AI was still very much part of the mix, but conversations seem to have matured and were more balanced than reactive. It seemed to be more about how AI is reshaping roles, marketplaces, advertising and industry.”
DJ Perera, Chief Media Officer
“Three things stood out about how AI will continue to shape the way we work: nearly every AI conversation reinforced that distinctly human skills will become more valued, not less; AI will act as a cultural catalyst, amplifying either fear or confidence depending on whatever organizational culture around change already existed; and as AI-driven search becomes dominant, we must ensure our campaigns and content are discoverable and credible in that landscape too.”
Jen Mamlet, Chief Development Officer
“The insight that reoriented everything for me: AI can now build the deck and draft the email—so our value at work will shift from producing those things, to knowing which email matters and which strategy to choose. Real human storytelling that reflects the communities we serve will remain paramount. AI can scale the work; it can’t replace the why behind it.”
Laurie Keith, SVP of Emerging Media & Technology
“Social impact works best when it’s not treated as a separate category or a ‘nice to have.’ The most meaningful conversations I heard and had this week were the ones where impact was embedded into discussions about business, innovation, creativity and culture. Industry leaders have an opportunity, and I would argue a responsibility, to continue elevating work that demonstrates that purpose and performance can and should go hand in hand.”
Paula Veale, Chief Marketing & Communications Officer
Together, these moments point to where our industry is heading, and what’s possible when we move forward with intention.