It’s Day 4 of Cannes, and the push for more human, creative work isn’t slowing down. If anything, it’s picking up steam.
I sense a pushback against data – and in its place, a returning embrace of humanity and empathy in our business.
That shift came into sharp focus this afternoon in Commanding the C-Suite: Women at the Forefront during the Brand Innovators Marketing Leadership Summit. The talk featured a panel of global female C-level executives – including Canada’s own Susan Irving, CMO at Kruger and Cannes Lions Advisory Board member – who shared bold insights that struck a chord. The session emphasized the importance of emotional intelligence in leadership and made a case for leading with heart as much as with data.
Brand Innovators/Cannes 2025 Marketing Leadership Summit | Commanding the C-Suite: Women at the Forefront
These two lines captured the spirit of the conversation:
“People don’t want data, they want story.” and “Empathy is my superpower.”
And of course, AI.
In a week filled with artificial intelligence, this fact stood out among the many discussions taking place. A Thursday CMO session revealed that there is a stark gender bias within artificial intelligence usage. Studies show that women in the workplace are adopting AI 70 to 85% less than men. Women feel guilty about taking shortcuts, and to them AI is exactly that.
Is Death Dead?
But the bigger question is this: Does AI mean the death of death? One unforgettable piece for a gin brand reunited Dre and Snoop Dog with deceased music legends Frank Sinatra and Sammie Davis Junior, giving new credence to resurrection. It challenges us to consider the role of past artists in future creative work – and opens up immense possibilities to tap into a broader spectrum of talent, whether living or long gone.
Reporting Karen Howe, President, The Township Group, Cannes Lions Advisory Board member
Regarded as an authority on global trends in culture, tech and creativity, Karen speaks to audiences across North America providing a vital analysis of these key trends. She is a globally recognized Creative Director and a Cannes Lions Advisory Board member who trains Canada’s Young Lions and Judges for competition. Karen is also a rarity as a female creative director in an industry where fewer than 10% are women. Count on her for a unique point of view. Follow her on X @realkarenhowe
Journal House | Restoring Truth: The Critical Role of Advertisers in Journalism
At a time when misinformation muddies the media waters, one session at the Wall Street Journal House, a fringe event at Cannes Lions, brought sharp focus to the power of credible news – and the responsibility brands share in supporting it.
From the moment Savannah Guthrie, Co-Anchor of Today and Chief Legal Correspondent
NBC News, said, “Our viewers don’t want to be inflamed, they want to be informed,” the tone was set: audiences are not passive – they’re engaged, deliberate, and discerning. They habitually return to trusted news for clarity in messy times. That daily ritual of intentional engagement, fueled by credibility is pure gold she noted for advertisers. After all, nothing builds brand affinity like shared trust.
That brings us to this important theme of Cannes this year: Brand Safety & Community. As Mark Marshall, Chairman, Global Advertising and Partnerships NBCUniversal, noted, “Live news is communal. Eighty-six percent of viewers tune in because they want to belong to something bigger.” This isn’t just being present – it’s being part of a collective experience.
As Josh Stinchcomb, Global Chief Revenue Officer Dow Jones, put it: “What’s good for our business is good for society.” That encapsulates the truth of this moment. Brand safety isn’t a checkbox, it’s a strategic and competitive advantage. Trustworthy journalism offers brands an opportunity to align with authenticity and build real impact. In a landscape clouded by misinformation and fragmentation, choosing to stand with news is more than smart – it’s essential. Those who want lasting relevance don’t follow the noise, they lead with trust.
Reporting Shannon Lewis, President, CMDC, Cannes Lions Advisory Board member
Shannon champions the Canadian Media Directors’ Council business objectives with sound strategy, inspired creativity, and humanity. The CMDC operates to ensure a fair and progressive media marketplace with members accounting for 96% of the total media investment, over $10 billion invested in the Canadian economy, jobs and communications infrastructure. She is passionate about CMDC’s mission of the Canadian Media Manifesto, which galvanizes the media industry to support a healthy, balanced media ecosystem, fostering responsible media and giving media agency clients more opportunities to connect with diverse Canadian audiences. Consistently recognized as a highly motivated and transformational leader with accolades including Canadian Business RBC SME Top 25 Women to Watch.
B2B 201 – The Social Operating System Behind Every Business Decision
B2B marketing has long been seen as the less exciting cousin of the fast-paced consumer-facing counterpart. It’s been approached as a highly rational, linear and data-driven purchase cycle. Those who sat in on the LinkedIn session this afternoon featuring Dr. Marcus Collins, were enlightened on the facts – B2B is far more human than we once believed.
“People don’t buy products,” Collins said. “They buy into what people like them do.”
LinkedIn and Dr Marcus Collins | How to Be Buyable in B2B: Unlocking a US$19TN Category
This impactful statement framed such an insightful conversation about how B2B buyers are influenced and that there may be a whole group of influencers that brands are not thinking about as they develop their strategy.
In partnership with LinkedIn, a fascinating study that surveyed 750 B2B buyers uncovered complete flips to conventional wisdom: two-thirds of the “jobs to be done” in B2B purchasing are emotional or social – not functional. Further, B2B decision makers are not just focused on budgets and developing business cases. They are actually more focused on navigating reputational risk, peer perception, and internal politics. In a time where job insecurity is at a fever pitch, the top concern wasn’t price or performance. It was “Can I defend this decision if things go wrong?”
Borrowing from Marcus Collins’ book For the Culture, the session argued that decision-making – especially in complex organizations – is governed by an invisible operating system: group identity. We don’t just make decisions as individuals; we make them as members of social and professional tribes.
Collins explains: “Culture is the social algorithm that governs what people like us do.” This means that in B2B, a vendor’s success often hinges on whether they’ve achieved category consensus – the sense that “companies like us use companies like you.”
This shift has some profound implications and truths for B2B marketers:
- Testimonials or relatable customer stories can outperform a big-name case study.
- Warm referrals from peers are more influential than a discount.
- Familiarity within a group, not awareness by an individual, drives viability.
This longer-term view calls for marketers to think about balancing their budgets between performance and longer-term brand building. The group dynamic calls for consistency in market and “always on” presence.
The study went on to offer a new framework for what makes a brand feel “safe to buy” in the boardroom:
- Relatability. Buyers need to see themselves and their challenges reflected in your content and tone. A case study from a similar org is 4x more effective than one from a market leader.
- Relationships. Previous positive experience and colleague endorsements were the strongest predictors of confidence. Trust is triangulated, not declared.
- Relevance. Being present in the right circles – not just the right channels – matters. “Companies are 8x more likely to be bought if the whole buyer group knows them,” one panelist noted.
It’s not about reaching decision-makers. It’s about making them feel like part of something shared.
In a world where B2B e-commerce is projected to exceed $20 trillion this year, even a 1% reduction in group indecision could unlock billions in value. That means brand marketing is no longer a cost center – it’s a trust engine.
Collins asked the twenty trillion dollar question as he wrapped up his talk: “Do people like me do something like this?”
If marketers can answer that simple question compellingly – not with data points, but with cultural fluency – then they’re not just selling software or services. They are selling a shared identity which in the social economy of B2B, is the most defensible product they have.
Reporting Sonia Carreno, President, IAB Canada, Cannes Lions Advisory Board member
As acting President of IAB – the only trade association dedicated to the responsible growth of the digital industry in Canada – Sonia is a true digital veteran with deep experience covering virtually every angle of the digital marketing sector. Her recent induction into Canada’s Marketing, Advertising, PR and Communications Hall of Fame is just one of many accolades she has collected, including two gold medals for her work supporting gender equality in the Canadian marketplace for IAB’s AutoCorrectHer campaign. As an active member of the advertising community, she is deeply committed to the industry’s success, with a focus on ethical and responsible practices to build a sustainable future.
Briefs submitted. Presentations done. All nerves (mostly) settled.
The Canadian Young teams with members of Canada’s Cannes Lions Board and Canadian Official representive Marcin Zerek from The Globe and Mail celebrating in Cannes.
With the 2025 Young Lions competition complete, Canada’s Young Lions teams gathered for a well-earned lunch – equal parts celebration and collective exhale. Winners are announced Friday at the end of the Festival. Good luck everyone!
Canada à Cannes 2025: Celebrating 20 Years of Creativity on the Global Stage
This year marked a major milestone: The Globe and Mail’s 20th year as Canada’s official representative for the Cannes Lions International Festival of Creativity. Since 2005, we’ve proudly supported, celebrated, and championed Canadian creativity and talent on the world stage – and this year was no exception.
To mark the occasion, Canadian delegates came together for an unforgettable evening of cocktails, conversation, and celebration at the Hôtel Martinez Garden Patio. The annual Canada Party in Cannes has become a beloved tradition — a space where industry leaders, creatives, and rising stars reconnect and toast to the bold ideas putting Canada on the global map.
As the sun set on the Croisette, the Garden Patio buzzed with the energy of creative ambition, shared stories, and future-shaping inspiration. It was a night not just to look back on two decades of progress – but to look ahead to what’s next.
Here’s to the next 20 years of Canadian creativity at Cannes.
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