Special Edition: Cup of Corporate Comms – What Percolated at Cannes 2025

The Human Advantage: AI Needs Us

At Cannes 2025, conversations around AI shifted from hype to balance. Automation and AI-powered tools continue to redefine creative workflows, but the festival reinforced a crucial point: AI is only as good as the people steering it.
HAVAS’ unveiling of its enhanced ConvergedAi™ showed how human talent and tech must work hand in hand.

AI literacy is set to become a standard performance expectation — those who master the tools will lead; those who don’t risk falling behind. Yet the most talked-about moments, like LVMH’s physical trunk storefront, proved emotional connection and real-world experience remain irreplaceable.

Women Leading with Purpose

The conversation on gender equity was louder — and bolder — than ever. Industry changemakers like Serena Williams, Reese Witherspoon and Kory Marchisotto (CMO, e.l.f.) took centre stage, challenging norms and reshaping priorities.

Standout work included e.l.f.’s provocative “More Dicks on Boards” campaign and the Female Quotient’s programming, driving home the message that purpose must be backed by action. Reckitt’s £10M Catalyst program, designed to scale women-led ventures in health and hygiene, was a headline example of purpose fuelled by investment.

Inclusion Isn’t a Trend — It’s a Mandate

A defining moment came from HAVAS’ own panel on neurodivergent minds, led by Global CEO Donna Murphy. The insight: the fastest-growing consumer segments worldwide include neurodivergent communities — and advertising must adapt.

Complementary initiatives like The Neu Project offered space for reflection, underscoring that inclusion starts within our industry: in how we hire, create and communicate.

The New Power Triad: Sports, Culture & Business

Brands are going beyond sponsorships — they’re integrating athletes into their DNA. Serena Williams’ role as Reckitt’s Entrepreneur-in-Residence is one example, blending athlete-led storytelling with commercial strategy.

Meanwhile, Stagwell’s Sports Beach became a proving ground for live deals and creative partnerships, highlighting that in a digital-first world, in-person experiences still build trust and spark momentum.

Creator-Led, Not Creator-Used

The creator economy kept evolving, with brands shifting from using creators as mouthpieces to treating them as strategic partners. MAC led by example, positioning creators as “social shareholders” and genuine co-creators of brand strategy.

True co-creation now extends beyond content to include insight, strategy and identity — shaping conversations rather than simply following trends.

From Attention to Trust

The campaigns that truly resonated weren’t just creatively clever; they prioritised trust over empty clicks. Standout examples like AXA’s “Three Words,” Nordea’s “Parental Leave Mortgage” and O2’s “Daisy vs Scammers” succeeded because they were rooted in human truth and brand utility.

In industries often seen as “boring,” like finance and telecom, PR-led creativity transformed these brands from forgettable to memorable — and meaningful.

Creativity Without Borders

Cannes 2025 showcased a more democratised creative landscape. Winning work came from Brazil, Costa Rica, Japan and India, proving great ideas transcend geography and scale.

PR’s Missed Moment

While PR saw broader recognition across categories, the industry still struggled to lead the biggest creative platforms. With just one Gold Lion awarded in the PR category, the message is clear: PR needs to be the originator, not just the amplifier.

Final Takeaway

Cannes 2025 made it clear:

• Purpose works when it’s funded

• Creators matter when they lead

• AI only works when humans do too

The future isn’t about chasing every new tool or trend — it’s about intentionality, inclusion and real-world impact. And if you’re not evolving? You’re already behind.

For more Cannes insights from HAVAS, check out the HAVAS Super Stream.