Following this year’s Cannes Lions festival, IPG Health leaders surfaced powerful themes and takeaways shaping the future of healthcare creativity from the evolving role of AI and the resurgence of craft to emotionally resonant storytelling, influence grounded in credibility and more. Check out our priority themes and highlights:
AI’s creative role
Cannes Lions 2025 crowned creators who wielded AI as their secret weapon – not to replace genius, but to amplify it, turning wild ideas into tangible magic at lightspeed. The most-awarded work proved that even in a digital age, nothing beats a human with a killer insight… and the confidence to let it breathe. – Pierre Loo, Executive Creative Director, McCann Health Greater China
It was a relief to see AI being used more deliberately, especially in processing data to bring ideas to life or to build the idea around meaningful data. There is also a move towards using entertainment to interact with audiences and shape the healthcare narrative itself. Many are thinking in terms of platforms rather than single ideas. This helps us to address a fragmented audience. A positive surprise for me personally was that I didn't get sunburnt, even though the sun was shining relentlessly. Kudos to the Cannes Lions and the stranger who lent me his hat during a presentation. – Nadine Müller, Creative Director, McCann Health Frankfurt
AI dominated the discussions. Brands like Meta and Qualcomm showcased AI tools to boost efficiency, especially in small-business advertising, yet emphasized that human creativity and emotional nuance remain irreplaceable. – Fabio Rodrigues, Group Creative Director, FCB Health New York
Advertising itself is becoming more than just ads. AI is the genie granting creative wishes (sometimes a little too literally). It is fast, clever and occasionally a copyright lawsuit waiting to happen. [When it comes to] where AI image platforms are gathering their information, creators deserve credit, consent and actual payment. But hey, if it’s stealing from artists without permission, it’s less “creative genius” and more “digital pickpocket.” – Shaheed Peera, Global Executive Creative Partner, IPG Health
Human-centered storytelling
I took away from Cannes Lions this year that empathy-led storytelling still reigns supreme in the healthcare space. I also felt there was an increase in fact correcting and brands stepping up to correct misinformation. Importantly, AI is being used to enhance these things without replacing authenticity. – Sarah Hall, President, FCB Health New York
I liked seeing the emphasis in the healthcare marketing space on using joy as a resistance against the darkness and pain people are facing. The best work took that and pushed beyond awareness to really create positive change in the world. These executions didn’t feel like ads because they were so interesting to engage with. It’s a helpful reminder that creating a genuine connection with an audience is the most powerful way to gain their attention and hopefully make something both impactful and lasting. – Eric Storms, Senior Copywriter, Neon
In a week where AI featured in so many conversations, it was great to see the work that rose to the top prized craft, utility, and human warmth. Cannes has been accused of being self-serious, so it was wonderful to see so much work dedicated to finding joy and laughter, whether it was in the face of illness, despair or frustration. – Jamie MacCarthy-Morrogh, Executive Creative Director, FCB Health London
Creators, influence and authenticity
On social media, influencers are getting a facelift. Universities and academics are entering the conversation to fight misinformation with actual facts (gasp). It turns out the truth is trending and is quite an expensive commodity.
The new rules? Dream expensive (it’s free). But also, don’t be shady. Creators deserve credit, permission matters and paying people for the truth is still cool. The future of advertising isn’t just about shouting louder. It’s about thinking smarter, being more sustainable. – Shaheed Peera, Global Executive Creative Partner, IPG Health
Craft, passion and high-impact creativity
In creative production, we saw a return to real film: a rebirth to a medium at the soul of storytelling. Using this return to craft mixed with innovation will be a production trend to watch! I saw a surge in women's healthcare campaigns – powerful, overdue and hopefully not a trend but a shift toward advocacy, access and agency for women. This year was about honoring what matters. Craft. Story. Impact. – Chinkara Singh, Group Director, Creative Production, AREA 23
Cannes re-grounded me in our true business: creativity and passion. Though my daily focus centers on ensuring our agencies are best positioned to deliver for clients, the festival reminded me that building creative capability is like building muscle: it requires everyone to practice, not just traditional creatives.
Witnessing both talent pushing boundaries and clients demanding breakthrough work reinforced this truth: every role must champion meaningful creativity. For healthcare marketers, this is transformational. Brand performance follows brands that show up clear-eyed with work that genuinely stands out. When strategy, account management and operations all push for creative excellence, we build the muscle to create healthcare communications that truly matter. – Damion Townsend, Executive Director, IPG Health
Two key trends stood out at this year’s Cannes Lions across both Pharma and other categories. First, a clear focus on big-brand campaigns. Across the board, the festival celebrated work developed for major, global clients – highlighting a shift toward high-impact creativity with large-scale reach.
Second, there was a growing emphasis on long-term thinking. Cannes introduced “Long-Term Branding” as a new subcategory across several tracks, signaling a broader industry move toward strategic, sustained brand building. Rather than rewarding only short-term spikes, juries increasingly valued ideas that generate ongoing relevance and results – proof that endurance is becoming the new creative currency. – Roberto Vilhena, Creative Director, Copy, FCB Health New York
