In this exclusive Conference News blog, Max Fellows, founder of allpoints, has shared this views and experience of Cannes Lions 2025. He breaks down what really happened on the ground and what you need to know before booking that pass for 2026.
The beaches, the branded yachts, the buzzwords and the Americans. Cannes Lions 2025 has come and gone, and once again, the industry (well, a fair few people at least) are left debating whether it was a landmark moment for creativity or just another week of sun-drenched self-congratulation and networking.
For this article, I am aiming my thoughts and comments toward agency owners, senior business leaders and agency folk within the brand experience and events space. The question is simple: Is Cannes Lions worth the time, money, and distraction from the day job or is the hype beginning to wear thin?
Here’s a breakdown of what really happened on the ground, what the commentary tells us, and what you need to know before booking that pass for 2026.
1. Two Festivals in One: And What Many Don’t Realise Is That You Don’t Need a Pass for Most of It
There’s a little-known truth about Cannes Lions that more seasoned attendees are finally saying out loud: you don’t need a delegate pass to experience the majority of what Cannes offers.
There are two very different events happening simultaneously:
- The Palais – the official programme, big-stage keynotes, and the awards.
- The Fringe – hosted across beaches, villas, and yachts by platforms, agencies, media owners, and brands.
And the spoiler? 99% of these fringe events are free and open to anyone who registers ahead of time. From Amazon Port, Google Beach, to Spotify House and Meta’s Creator Villa, you can access world-class talks, panels, demos and parties without ever stepping into the Palais. (This is also where you will meet everyone!) A huge chunk of the social media commentary this year was from people who didn’t hold a pass – and still felt the week was creatively, commercially and culturally valuable.
This has fuelled a growing ‘unofficial Cannes’ scene; a smart workaround for those looking to gain access to literally THOUSANDS of talks without blowing £10k+ on tickets, travel and hotel. And yes, it really can be that punchy.
2. The Content: Big Topics, Familiar Soundbites
If you were hoping to sneak in a few sessions between drinks and have your perspectives changed or mind expanded, unfortunately, you would be largely disappointed. AI, retail media, purpose, creators, inclusion. Sound familiar? That’s because they were also the headliners in 2023. And 2024.
This year’s sessions felt like reruns of previously aired content, polished but lacking punch. And given the volume of chatter on AI….where were the big players?
Yes, the big themes were important:
- AI was omnipresent. But the narrative was less about existential threat, more about augmentation. “AI will supercharge creativity” became the Cannes mantra. Few disagreed – but even fewer offered tangible takeaways or examples of AI actually transforming campaigns.
- Retail media took centre stage, with Walmart, Amazon, and Omnicom making moves. Described as the “third wave of digital advertising”, it’s an area marketers are still figuring out. But again, real application > theory was missing.
- Sustainability and DE&I were visible, but cautiously handled. One Grand Prix-winning campaign from AXA took a bold stance on domestic violence, but broader topics like climate, conflict and equity felt conspicuously sidelined by many brands, which sadly is reflective of the times.
More literally speaking, this was something that was noted throughout, especially the inclusivity aspect, not a single lift in sight for anyone with physical disabilities to access beach activations. And your non-alcoholic options … .water the majority of the time.
Creator economy activations were prominent, with TikTok, YouTube and Meta pouring budget into beachfront showcases. However, many debates on creators’ value felt surface-level.
The takeaway? Cannes remains heavy on stagecraft, but light on substance. Several LinkedIn posts I’ve seen since summed it up: “A lot of noise, but not enough nuance.” If you’re going for deep learning and tangible frameworks, you’ll need to curate your agenda tightly – or skip the Palais altogether.
3. Deals Done? Very Few. But Value Comes in Other Ways
Let’s address the elephant in the Gutter bar: very few people leave Cannes with deals signed.
Despite all the talk of networking and opportunity, most business isn’t done here, not directly. What Cannes does offer is visibility, positioning and potential. But only if you know what you’re doing and follow up!
Several agency leaders noted that it’s easy to coast through the week, speak to the same people, and leave wondering what the point was. The ones who got value were those who pre-planned meetings, showed up with purpose, and actively worked the fringe.
As one CEO put it when I asked them: “Cannes is a multiplier. It rewards momentum. If you’re already in conversations, this is where you push them over the line. But no one’s starting deals from scratch on the beach.”
I’ve highlighted the breakdown of attendees for you to make your own judgment on as to who it is you are after.
So yes, you can drive commercial value, but you have to hustle. Being passive just won’t cut it.
4. Attendance Length: 2-3 Days Max Is Plenty
Let’s be honest: you don’t need to be in Cannes for the full week.
Most of the energy, networking, and key events peak midweek, from Tuesday to Thursday. Beyond that, the momentum slows, and unless you’re up for back-to-back late nights, the ROI fades fast, as does your mental capacity.
The smart money is now on flying in for 48-72 hours, hitting the key sessions, attending or hosting targeted events, and getting out before your budget (and liver) take a hit.
5. Who Should Actually Be There?
Cannes isn’t one-size-fits-all. In fact, knowing whether it’s right for you is half the battle.
It’s a YES if:
● You’re a senior agency or brand leader seeking profile, partnerships, or new markets
● You’ve got live conversations with global clients or media partners
● You want to benchmark your creative work at a global level
● You’re investing in new business and partnerships
● You’re being recognised (or aiming to be) in the awards
It’s a NO if:
● You’re attending just to say you’ve been
● You don’t have a clear agenda or people you need to meet
● Your business can’t justify the cost
● You’re looking for deep strategic transformation (a week of panels won’t deliver it)
Also – let’s not pretend there aren’t ‘party hunters’. People who are there purely for the soirées, free drinks, and celebrity spotting. That’s part of Cannes too. Just don’t confuse that with business development.
6. Final Thought: It’s Not Magic. It’s Momentum.
There’s no denying that Cannes Lions can be invigorating. The energy, the optimism, the sheer scale of the industry gathered in one place. But it’s not a shortcut to relevance or results. It amplifies what you bring to it.
The scale and volume of activations, content sessions, parties, happy hours and more, mean it can be really overwhelming, and when you try to do too much, you will just blow up.
As one attendee put it: “You get out what you put in. The best things don’t happen in the Palais, they happen between sessions, over lunch, or when you’re brave enough to speak to someone you admire or new.”
So should you attend next year?
If you have a strategy, a clear goal, and a reason to be there, absolutely.
But if you’re expecting lightning to strike without preparation, you might find yourself nursing an expensive hangover and wondering what all the fuss was about. For more information about allpoints, visit: fromallpoints.co.u
