This year, the Croisette should have been rebranded to News Beach.
It’s one of the many signs of news media’s significant and growing presence at Cannes Lions 2025. Across multiple sessions – from the Wall Street Journal House and Google Beach to Stagwell Sport Beach – journalism emerged as a powerful theme. Not just in panels by publishers and platforms, but in conversations that spanned brand trust, AI, and the future of creativity itself.
Amid growing misinformation, polarization, and eroding institutional trust, credible journalism isn’t just surviving – it’s proving its enduring value as a cultural and commercial anchor.
As Shannon Lewis, CMDC President and a member of the Canadian Cannes Lions Advisory Board, observed in her Cannes Lions Lions 2025 wrap up report titled Creativity, Leadership & What’s Next, news fuels democracy, and trusted brands are proving its power in today’s complex media marketplace. It’s not just another media channel; it’s a cultural cornerstone where thoughtful, engaged audiences come together.
Watch three standout sessions from the Croisette below, each reframing news media’s role in marketing today – complete with key takeaways.
1. Future of News: Why News Junkies Are the Real MVPs (Stagwell Sport Beach)
A data-backed call to rethink news as an advertising channel, featuring leaders from Stagwell, WSJ, NYT, USA Today, The Trade Desk, and JPMorgan Chase.
Key Takeaway: Smart Business, Not Charity: Rethinking journalism as a strategic channel
This session underscored that investing in news isn’t a charitable choice – it’s smart business. New Stagwell research showed that 90% of CEOs are news junkies, checking headlines multiple times daily, and 87% see news as a strategic channel to reach decision-makers. Speakers challenged brand safety biases that sideline news, arguing that premium journalism offers the same engaged, high-value audiences as sports and entertainment. AI was framed as an enabler, unlocking hyper-personalised content while preserving journalism’s fundamentally human mission: truth, expertise, and storytelling that shapes society. The clear call: brands need more conviction in where they show up – and news deserves a seat at the table.
2. Is Journalism Bad For The New York Times’ Business? (Google Beach x Semafor)
NYT CEO Meredith Kopit Levien on why tough journalism and diversified products are a winning formula.
Key Takeaway: More Than Headlines: Tough journalism is a winning formula
In a candid fireside chat, Levien rejected the notion that adversarial journalism undermines business success. Holding power to account is core to the NYT mission – and its relevance. The Times’ growth strategy lies in surrounding its journalism with habit-building products like games, cooking, and sports, while acquisitions like The Athletic and Wordle broaden reach and deepen loyalty. Levien framed AI as both an operational tool and an IP battleground, calling for fair value exchange with platforms. Her perspective was clear: in an era of fleeting attention, journalism worth paying for – rooted in truth, independence, and human judgment – remains a timeless competitive advantage.
3. Hard Truths, Real Results: How News Unlocks Advertising ROI (Wall Street Journal House)
A sharp discussion on why advertising in news drives results and brand trust.
Key Takeaway: Trust Pays: Advertising in news is driving real ROI
Amid caution and brand safety debates, this session reframed news as a high-performance environment. New data revealed 86% of CEOs believe brands should advertise alongside credible journalism, and 69% think brand safety concerns are overapplied. Speakers urged marketers to move beyond “magpie marketing” — flocking to the same frictionless platforms — and show up where influence, trust, and cultural relevance converge. As Mark Penn said, “News deserves the same footing as sports and entertainment.” The takeaway: credible news environments aren’t just brand-safe — they’re brand-building.
Final Reflection
This year at Cannes Lions, journalism asserted itself as a modern cultural anchor and strategic business decision. With publishers doubling down on premium journalism, audience-first storytelling, and creative formats, news is enduring as an essential advertising channel. For marketers, the message was clear: ignoring news means ignoring your most engaged, influential audiences.
Reporting Marcin Zerek, Head of Trade Marketing, The Globe and Mail
Dedicated to fostering creativity and innovation in the marketing industry, Marcin leads the representation of the Cannes Lions International Festival of Creativity in Canada, driving strategic initiatives that support the growth and recognition of Canadian talent and creativity. With a strong blend of strategic vision, creative expertise, and a passion for driving positive change, he continues to make significant contributions to the marketing landscape, both within The Globe and beyond.
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