What do Reese Witherspoon, Bowen Yang, Sterling K. Brown, Serena Williams, Peter Jackson, Jimmy Fallon, Disney Entertainment co-chair Dana Walden and The Brutalist filmmaker Brady Corbet have in common?
If you know the answer, chances are you’re heading to Cannes soon. After all, these names are among the huge, action-packed lineup of speakers at this year’s Cannes Lions, taking place June 16-20.
A former global advertising event that has morphed into a conference and networking gathering devoted to the fields of creativity, communications and related disciplines, the annual event brings together thought leaders and influencers from marketing, branding, film, television, tech and even politics (former presidential candidate Nikki Haley is a speaker this year). The celebration is organized by Lions, the global organization that’s also behind the advertising industry’s Effie Awards, the World Advertising Research Centre and creative intelligence, training and consulting firm Contagious.
Lions CEO Simon Cook talked with The Hollywood Reporter about staying ahead of the curve, what to expect from this year’s event and the current state of creativity.
With new technologies and platforms for expression constantly emerging, how do you keep up with all the latest forms of creativity?
We stay deeply connected to the global creative community. Our proximity to the market is critical. We have ongoing conversations with agencies, brands, tech innovators, creators and cultural commentators around the world. That helps us understand not just what’s trending but what’s meaningful.
What’s happening this year?
A key highlight is Lions Creators, our bespoke learning experience for the creator economy, which returns for its second year. It provides a platform for creators to learn how to build sustainable businesses. We’re also bringing the new Country Pavilions to Cannes Lions to drive a greater global representation of countries. We know creativity is an overpowered economic growth lever, and we believe that countries, governments, policymakers, associations and brands all have an opportunity to supercharge their respective creative economy by showcasing their capabilities.
DEI initiatives have been under fire lately. Are you still committed to DEI?
We are continuing our Equity, Representation and Accessibility Program, which is designed to foster a diverse and inclusive representation of talent within the creative industry by giving recipients the opportunity to experience Cannes Lions. For the 2025 program, Lions has allocated $2.3 million worth of complimentary festival passes, with a focus on the Global South, to individuals and communities from 28 countries. Expanding our DEI commitment is about ensuring that the festival represents society rather than reflecting the industry. It’s about setting a standard that Cannes Lions is not only a celebration of creativity, but also a destination for everyone in the business of creativity.
A recent survey you did found that “creative confidence is waning.” What are the key drivers of that and possible solutions?
Many creatives are feeling less confident about their ability to make bold, disruptive work. Key drivers include the pressure of data-driven performance, the fast pace of technological and cultural shifts and the rise of AI, which is causing anxiety about the role of human creativity. The festival will showcase work that challenges the norm, encourages experimentation and celebrates innovation. More importantly, we’ll be doubling down on discussions and workshops that specifically address the challenges creatives face. We believe the festival can be a catalyst for change, where people leave feeling inspired and emboldened.
This story appeared in the June 11 issue of The Hollywood Reporter magazine. Click here to subscribe.
