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Cannes Lions 2025 was billed as the year AI would dominate, but if there’s one thing our team took away from the Croisette, it’s that creativity and human connection remain at the heart of the industry.
With 16 of us on the ground and more than 20 client companies attending, this was our busiest and most productive Cannes yet. Across beaches, panels and glasses of rosé, we caught up with old friends, made new connections and took part in the conversations shaping the future of advertising and communications.
AI and the human touch
AI was everywhere, from the main stage to the beach lounges, but was often framed as a tool to enhance, not replace, human ingenuity. As WIRED’s Greg Williams put it, we’re heading towards a future where AI is both agentic and ambient, acting with us, not just for us. For Propeller’s Associate Director, Strategy, Gill Brown, this fusion of the human and the machine evoked the idea of the ‘cyborg’ and reminded us that advertising is already a blend of artistry and algorithms.
Creating space for honest conversations
One of the most meaningful experiences of the week came through our work on the Empower Café, a space curated by Propeller Group and WACL, dedicated to inclusive, honest conversations. From healthy masculinity to women’s health at work, the sessions tackled topics often overlooked on the Croisette.
Our Chief Growth Officer Jody Osman joined a panel alongside NABS and OLIVER Agency to discuss workplace wellbeing. Propeller’s Head of Global Accounts, Anthony Leeds hosted a powerful discussion on queer representation with Outvertising. And our Account Director Emma Cheshire, attending her first Cannes, helped welcome more than 500 guests to the space across the week:
“It’s been incredibly rewarding seeing all the hard work behind Empower come to life and to hear such lovely things from so many people who swung by. A dream team.”
First-timer perspectives
Emma’s highlights as a Cannes newcomer reflect the rich mix of inspiration on offer: from a dynamic discussion on diverse talent featuring speakers from Responsible Resourcing Agency, Milk Honey Bees and Coolr, to seeing award entries at the Palais first-hand. “Some of the creative is just really damn cool and clever”. She also cited dancing under the drones at the MassiveMusic beach party and learning about storytelling and IP in a session chaired by our own Rose Bentley.
Bringing the industry together
Our team took to the stage throughout the week. CEO Kieran Kent joined a panel on flexible working and gender balance. US Managing Director Mary Cirincione, Senior Account Director Daniel Schloss and CCO Rose Bentley contributed to sessions on everything from women’s careers and leadership to healthy masculinity. Our MADtech Practice Director Alex Humphries-French took part in a UKAEG roundtable on AdTech leadership with vendors and publishers.
Beyond the formal programming, we hosted and attended a packed calendar of industry events - from the UK Advertising Global Dinner to the Campaign Party, Google Beach and Brands&Culture Villa. But as always, it was unstructured moments, early swims, quiet breakfasts and late flight chat that made the biggest impressions.
A shared experience
For our Head of Global Accounts, Anthony Leeds, Cannes was a reminder of how far we’ve come, “Yes, I did go to Gutter Bar, but only briefly. That’s called growth.” He credited the Empower Café with creating a space for conversations that don’t always happen elsewhere in the industry, and for bringing people together with purpose.
Propeller Chief Growth Officer, Jody Osman reflected on the pace of the week: “Cannes comes at you fast, and it’s easy to get caught up racing from one session to the next. But the real value often lies in the moments between - the spontaneous chats, impromptu coffees, and time to interact and reflect. That’s where the most meaningful connections were made throughout the week.”
As for our CEO Kieran Kent, the week gave reason to feel cautiously optimistic: “Encouragingly, there were lots of really good new business discussions throughout the week, so here's hoping that the industry has turned a corner after the tough economic climate of the last few years.”
Until next year, Cannes
From everyone at Propeller Group, thank you to the clients, partners and friends who made this week so memorable. We look forward to seeing you again in twelve months' time.