Since I began going to Cannes Lions in 2022, the competition has change into considered one of my favourite weeks of the 12 months. There’s one thing so magical about bringing collectively the brightest minds in media, advertising, and commerce to debate the place our trade is heading and the way we get there with a function that’s fueled by creativity and authenticity.
From my conversations on stage with Dentsu’s world CMO Nate Properly, Hilton Motels’ CMO Mark Weinstein, and 3C Ventures’ Michael Kassan, to a fireplace chat with documentarian Louis Theroux at Spotify Seashore, to a deep dive with Sara Fischer of Axios, one factor was clear: We’re getting into a brand new period the place content material, commerce, and neighborhood are not in separate lanes. They’re a part of a strong flywheel.
After I launched 11:11 Media, it wasn’t simply to entertain—it was to encourage and create a next-generation media firm. I wished to inform tales that matter, that form tradition, and that empower new voices. Throughout the week at Cannes this 12 months, I may really feel the trade transferring in that very same course. One of the best conversations weren’t nearly efficiency or product—they have been about function, authenticity, and innovation.
Listed below are a number of of my greatest takeaways from my iconic week at Cannes Lions 2025.
Advertising and marketing channels play a number of functions
Folks don’t uncover merchandise by means of a straight path like they did 10, 5, and even three years in the past. They discover them by means of mates, creators, TikTok, Roblox, music festivals—you identify it. If manufacturers aren’t adapting to those adjustments, they will fall behind.
At Cannes this 12 months, IRL activations have been in every single place, and social platforms confirmed up greater than ever earlier than. Pinterest teamed up with Emma Chamberlain to launch a limited-edition sea salt toffee mix of her espresso model—co-branded, community-driven, and the proper instance of turning inspiration into motion. TikTok was additionally out in full power, with creators and entrepreneurs sharing real-time, behind-the-scenes moments that introduced the competition to life for hundreds of thousands.
Each platform gives a singular alternative to create, encourage, inform, and convert. At 11:11, we take into consideration each expertise as a second of discovery. Whether or not it’s by means of a brand new product line, a Roblox world, or an advocacy marketing campaign, we meet folks the place they’re, not the place we would like them to be.
Authenticity is every thing
The phrase “authenticity” was repeated throughout each stage, dinner, and deal. In a world crammed with content material and knowledge continuously coming at you, authenticity is what breaks by means of. Whether or not it was conversations round constructing neighborhood with purpose-driven creators or campaigns that celebrated unfiltered human moments, the takeaway was clear: Folks crave tales that replicate actual values, lived experiences, and trustworthy intentions.
I beloved seeing manufacturers like Dove take dwelling a Grand Prix for its method to genuine storytelling with “Actual Magnificence,” in addition to listening to the tales shared at Spotify Seashore and Stagwell Sport Seashore for his or her model companions. I’ve constructed my model by being myself, and my viewers can at all times inform when one thing is real—and that’s how I proceed to construct my enterprise.
One of the best campaigns aren’t nearly numbers, they’re about tales. While you lead with feeling, you construct loyalty. And when folks care, they arrive again. So don’t chase clicks, chase connection; we’ve all chased these metrics, however the true magic occurs when your story hits dwelling. Folks keep in mind the way you made them really feel, not simply what you bought. That’s the way you construct a model that lasts—by sparking emotion and turning audiences into engaged communities.
AI is your inventive accomplice
One of many greatest matters alongside the Croisette? AI.
From Google’s new AI Overviews to Meta teasing totally automated advert creation, everybody’s studying about how this expertise is reshaping advertising and creativity. Adobe dropped instruments that mix AI with storytelling, and YouTube spotlighted the way it’s serving to creators construct their manufacturers with smarter tech.
As an undercover nerd, I beloved listening to about how AI may reshape the inventive course of. I don’t consider AI is changing human creativeness—actually, nothing compares to the magic of our personal creativity. The flicker in your thoughts is priceless. However AI does streamline concepts; at 11:11 Media, we see AI as a device that may assist creators scale at a pace we’ve by no means seen earlier than.
Objective drives loyalty and relevance
Objective isn’t one thing you tack on—it must be constructed into the core of your enterprise. It’s what turns followers into advocates and campaigns into actual actions.
The “Caption With Intention” marketing campaign completely blew me away. It reimagined closed captions for the primary time for the reason that ’70s with color-coded audio system, animated textual content, and fonts that really replicate emotion. It wasn’t simply cool—it was inclusive, emotional, and set an entire new customary for accessibility.
As somebody with ADHD, instruments that make content material extra participating and simpler to course of are complete game-changers. As a result of let’s be actual—function isn’t simply what you say, it’s what you do and who you present up with. That form of management units the tone for your complete trade.
I’ve seen firsthand how my neighborhood exhibits up once I lead with motion, whether or not it’s combating to go legal guidelines that defend weak youth or standing up for the LGBTQIA+ neighborhood. Advocacy has formed the best way I work—I’ve at all times believed in turning ardour into influence, and that’s helped construct a deep belief with my followers and companions that I’ll by no means take with no consideration.
As we glance forward, I’m extra impressed than ever to maintain pushing the boundaries of the fashionable media firm. While you mix function with a platform that’s pushed by ardour, you don’t simply spark conversations—you form tradition.
