Cannes Lions 2025: Through the Magnet Lens

What the industry’s biggest stage revealed about storytelling, AI, creators, and the future of marketing agencies.

This year, Cannes wasn’t just about creative glory. It was about urgency. From the Croisette to the cabanas, brand leaders weren’t chasing buzz, they were chasing results. And behind the scenes, a new truth emerged: 

The agencies that win now are the ones who can think boldly, move quickly, and connect deeply.

At Magnet, we’ve been watching closely. And what we saw confirmed everything we’ve been building toward:
✨ Human-led storytelling matters more than ever.
⚙️ AI is no longer optional—it’s infrastructure.
📱 Creators aren’t a channel—they’re the future of culture.
🎯 Strategy is the new creative superpower.

1. Creativity Is Evolving—But Business Impact Still Rules

With holding companies consolidating and marketers under pressure, Cannes shifted from celebration to C-suite deal zone. The briefs were real. The pitches were happening. The expectations were sky-high.

At Magnet, we’ve long understood that creative magic means nothing if it doesn’t deliver. That’s why our Think / Make / Reach model is designed to bridge strategy and storytelling—turning bold ideas into measurable outcomes.

2. Creators Took Center Stage—And They’re Reshaping the Industry

From Alix Earle to Amelia Dimoldenberg, creators didn’t just show up at Cannes—they owned it. Platforms like YouTube and TikTok handed them the mic, while brands looked to creators as strategic partners, not just influencers.

One standout moment? Microsoft’s fireside chat with Alix Earle at the Microsoft Beach House, where they explored how creators are leveraging generative AI tools like Copilot—and even co-developing AI agents modeled after themselves. It was a masterclass in how to merge innovation and influence authentically.

At Magnet, we see creators the same way: as collaborators who unlock new levels of cultural relevance. We don’t just “place” talent in campaigns—we build creator-powered ecosystems that drive trust, engagement, and performance. In a world where attention is currency, community-powered storytelling is the strategy that delivers.

3. AI Is Real—But Human Creativity Still Sets the Standard

There was no escaping it: AI was everywhere at Cannes. From creative automation to new video tools, the promise (and pressure) of generative tech was front and center.

At Magnet, we’re embracing AI—but on our terms. We’ve built and are building tools that accelerate insight, elevate creativity, and optimize distribution—while keeping human imagination at the heart of every idea. While AI can generate content, only humans can tell stories that matter.

4. In a Polarized World, Connection Is the New Currency

Cultural division loomed large. Many brands are pulling back from social issue marketing, wary of backlash. But one space remained a unifier: sports. From Sport Beach to creator-athlete panels, sports emerged as a powerful way to build shared connection in a fragmented world.

At Magnet, we help brands navigate this complexity—telling stories that don’t just perform, but resonate. Whether through sports, entertainment, or everyday culture, we help you show up in ways that feel authentic, timely, and trusted..

Why Magnet? Why Now?

• Independent by Design – Nimble, collaborative, and built for speed.
• Strategy-Led, Results-Obsessed – We connect insight to action.
• AI-Powered, Human-Centered – Tech that enhances, not replaces.
• Storytelling Experts – For 25 years, we’ve helped the world’s best brands show, not just tell.

Final Takeaway

Cannes 2025 wasn’t business as usual, it was a turning point. Brands are demanding more. Audiences are tuning out noise. And the definition of creativity is evolving fast.

Magnet is ready. We’re the agency built for what comes next.

#CannesLions2025

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Image: Microsoft Advertising