Every June, the Croisette becomes a celebration of creativity. Champagne flows, yachts fill the bay, and the advertising industry gathers to honour its best and boldest work. But behind the glamour and gold lions and now that the dust has settled on a another years’ event, there’s a growing conversation: does Cannes still reflect the full complexity of how media works today?
We sat down with Smithfield’s Head of Clients, Brandi Stevens, to reveal five ways Cannes may occasionally fall out of step with the evolving media landscape and some reflections on where the industry might look next.
1. It champions creative, but often sidelines distribution.
Big ideas rightly get attention but too often, the focus stays on the idea and not how it reached people. In the day-to-day reality of marketing, distribution is a major factor in determining success. Creative without strategic media placement is like a symphony with no speakers. Artist with no gallery to share.
“We’ve seen beautifully shot campaigns that didn’t land simply because they were in the wrong place at the wrong time. Media is the multiplier. And sometimes, that part of the puzzle isn’t given the attention it deserves.”
Brandi Stevens – Head of Client ServiceS, Smithfield.
2. Film takes centre stage, while functionality plays in the wings.
Cannes naturally gravitates toward cinematic work often with a strong emotional punch. But some of the most effective campaigns come from quieter, less glamorous formats: the perfectly timed paid search campaign, the well-planned proximity of an OOH execution, or the integrated media plan that delivers sustained mental availability.
“I want to see more of why that billboard campaign resonated so well or what targeting made those social ads succeed,” says Brandi. “That’s what drives results in the real world.”
3. Media innovation deserves more of the spotlight.
While Cannes Lions now includes a Media category, it can still feel overshadowed by the more visible creative showcases. Yet some of the most exciting innovation in our industry is happening in media, in how we earn attention, build trust in a privacy-first world, and plan for fractured, distracted audiences.
“Clients today are thinking about formats, but there is bigger discussion about how a campaign shows up in people’s lives,” says Brandi. “That kind of strategic thinking deserves just as much celebration.”
4. Risk-taking looks different in media.
Cannes loves boldness but it tends to reward a particular flavour of bravery: cinematic storytelling, star power, high production value. Today’s most courageous work sometimes looks more subtle: resisting hype cycles, challenging default media mixes, or pushing for a more evidence-based approach.
It’s not always loud, but it’s brave in its own way
5. It’s a rear-view mirror, not a crystal ball.
The work awarded at Cannes often took place many months ago. Meanwhile, media continues to evolve at breakneck speed. Formats, platforms, and human behaviours shift quickly — and success today requires constant adaptation.
Final Thought
Cannes remains a vital celebration of what makes this industry special: ambition, creativity, and optimism. But it’s worth remembering that modern media success also depends on strategy, effectiveness, adaptability and clarity of thinking.
As we admire the work honoured this year, let’s keep asking the quieter but critical questions:
• Did it reach the right people?
• Did it resonate in the moment?
• Did it deliver what mattered?
The answers may not win trophies but they do build brands.