As the industry prepares to descend on Cannes Lions 2025, IPG Health leaders from around the world shared what they’re most hoping to learn or experience at Cannes Lions, aside from the awards, and how they think it will impact their work.
Beyond the awards, I’m most excited to engage with global creatives and perspectives I wouldn’t encounter otherwise. That cultural exchange expands my creative range and helps me better understand the audiences we serve. I’m also interested in how others are navigating the tension between authentic creative craft and emerging digital tools. Hearing from voices outside of pharma inspires me to redefine what creativity can look like in our space. Ultimately, Cannes sharpens my eye, it raises the bar for what I expect from my teams and reminds me what it takes to move from good to great. – Franklin Williams, Executive Director, Experience Design, AREA 23
At Cannes Lions, I’m most looking forward to exploring how creativity is pushing boundaries in healthcare and beyond. I want to learn from the most impactful campaigns globally, and how they balance emotion, innovation and ethical responsibility. Experiencing how technology, storytelling and purpose-driven work are coming to life will offer fresh inspiration. This is how we can challenge our own thinking and elevate the strategic and creative approach we bring to clients. Ultimately, it’s about driving more meaningful engagement and better outcomes in healthcare communication, with creativity as the catalyst. – Sarah Hall, President, FCB Health New York
I want to pay attention to what’s happening in the margins—those oddball activations, uncomfortable panels, or off-schedule collisions with people thinking way outside the ad world. That’s where the real temperature of the industry lives—not in the official recaps, but in the weird, raw, half-baked stuff. I’m hoping it shakes loose the parts of my brain that have calcified from too many decks and timelines. – Sebastian Mallarino, Group Creative Director, Neon
At Cannes Lions 2025, I’m excited to explore cross-country network collaborations within the creator marketing landscape. Engaging with diverse brands and creators from various regions will provide insights into global trends and local nuances. I aim to learn how international partnerships can amplify campaigns and foster innovation. Networking with industry leaders will facilitate knowledge sharing and potentially spark collaborative projects that transcend borders. These experiences will enrich my work on how diverse perspectives can drive impactful campaigns in a globalized world. – Pierre Loo, Executive Creative Director, McCann Health Greater China
My biggest expectation when it comes to Cannes has always been the in-person encounters. In a world where everything can be done remotely and is increasingly ‘promptized,’ it might seem old school—but the conversation at the bar or the café around the corner has never felt more essential. The exchange of experiences, the casual chats—they’re just as important as a wall full of shortlists. Feeling like you’re part of an industry powered by technology, yes, but above all by people, is an extra push to go back home and create something even better. – Roberto Vilhena, Creative Director, FCB Health New York
As AI becomes a powerful creative partner, I believe the value of human craft will only grow. While AI can generate ideas at scale, it’s the human touch—our ability to infuse work with emotion, cultural context and nuanced storytelling—that truly resonates. Cannes Lions is a reminder that the most impactful campaigns are those where technology amplifies, rather than replaces, human ingenuity. I’m excited to explore how creators across the globe are blending AI’s capabilities with their craftsmanship to produce work that’s not just efficient, but deeply meaningful and original. – Damion Townsend, Executive Director, IPG Health
The debriefs are an invaluable insight into the work that has cut through, and why; Inspirational talks on work, campaigns and the challenges that are inspiring our industry to evolve faster and drive creativity in newer, different ways every day. – Guy Swimer, Executive Creative Director, McCann Health London
I’m looking forward to celebrating Brazil and its historic contribution to creativity in advertising over the years, as the country and its talent are honored as the first-ever Creative Country of the Year at Cannes Lions. – Erico Braga, Group Creative Director, FCB Health New York
I can't wait to be inspired by the incredible work, as well as the amazing industry leaders who bring creativity to life. Cannes winners are always raising the bar on how we can not only help our clients but make a positive impact on the world. From unique insights to new uses of technology, there's always something that can spark a new idea in my own work. Though project goals aren't always "how can this piece be a Cannes winner," using that barometer can help push an idea further and bring it to life in a new and exciting way. – Eric Storms, Senior Copywriter, Neon
It will be interesting to see how the industry prepares for the race for the healthcare narrative as target groups increasingly retreat into the private sphere when seeking information. Best practices and strategies will be valuable in developing new paths in dialogue with clients. The experience I want to avoid is sunburn - some say pain is a motivator, but no thanks. – Nadine Müller, Creative Director, McCann Health Frankfurt
I'm especially interested in the health space, which categories are taking shape. I may be biased, but the Health Lions can truly be life-changing and I'm excited to see what emerges. – Danielle Decatur, Group Creative Director, AREA 23
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