At Cannes Lions 2025, we brought the Mindset Era to the Croisette, turning up the volume on creativity, connection, and cultural fluency. From our sunny vintage-inspired Rétro Studio overlooking the Mediterranean, to packed panels exploring the future of targeting, media, and purpose-driven strategy, it was a week full of bold conversations and real connections.
Our theme? Vintage French Riviera charm with a modern remix. And the industry showed up for both.
Our team joined 13 different interviews, panels, vox pops, and more to discuss our vision for what advertising should be. And on Wednesday, we hosted 20 senior industry leaders for a golden-hour evening at Zuma Cannes with sunset views, champagne toasts, and an unforgettable Omakase dinner, setting the stage for meaningful conversations and future-shaping connections.
Here’s your rewind of everything that went down in Cannes — from high-impact panels to rooftop conversations and the trends pushing advertising forward.
🎞️ Le Rétro Studio: Nostalgia with a New Perspective
Steps from the Palais, our private apartment on the Croisette transformed into a creative refuge. Le Rétro Studio blended vintage vibes with modern energy, featuring sea views, mixtape moments, and laid-back spaces designed for connection. It wasn’t just a photo opp; it was a space for real talk, unexpected meetings, and meaningful recharge.
From viewfinders to vinyl, the studio reminded us that when brands lead with emotion and authenticity, people lean in.
📸 [See Photos from Le Rétro Studio →]
📺 Scaling CTV: Unlocking the Power of Connected TV
With the rapid growth of CTV and the continued decline of linear TV, this session explored the tension between innovation and fragmentation. Tony Katsur (IAB Tech Lab) led the discussion with Ken Weiner (GumGum), Kristy Quagliariello (Klick Health), and Alastair Sutcliffe (LG Ad Solutions).
🔥 Takeaways that hit home:
- Mid- and long-tail FAST channels unlock contextual relevance at scale - think Wired to Fish for fishing fans, not just Netflix for the masses.
- Nonlinear ad formats (pause ads, overlays) are the future: less intrusive, more immersive.
- Standardization is critical. The IAB’s Ad Format Hero initiative, inspired by a convo Tony had with Ken at Cannes 2024, is working to simplify the creative chaos in CTV.
- AI is changing the game for DCO (Dynamic Creative Optimization), especially in pharma, where compliance and customization must coexist.
People aren’t just watching TV. They’re in a moment and a specific mindset, and that matters, and advertisers have the opportunity to tap into that mindset through CTV standardization.
🔍 Insight into Action: Consumer Intelligence for Cultural Growth
Moderated by Sheryl Daija, CEO of BRIDGE, this panel brought sharp insights and even sharper honesty. Joined by Danielle Koffer (CMI Media Group) and Kerel Cooper (GumGum), the conversation unpacked how brands are using consumer insights to build thought leadership, forge authentic cultural partnerships, and embed inclusive experiences across the customer journey.
🧠 Key themes:
- Doctors are humans, too. CMI Media Group’s “white coats off” approach helps pharma brands connect through lifestyle interests, like sports partnerships that resonate beyond the exam room.
- GumGum’s consumer survey revealed 56% of people find digital ads “creepy.” A solution? Context over cookies.
- Enter the Mindset Graph™: GumGum’s AI tool that uncovers emotional relevance by surfacing surprising affinities - because people are multidimensional, and their media should be too.
The impact of inclusion is exponential, driving up to 3x higher purchase intent than diversity alone because people want to see themselves in the brand story.
As Danielle summed it up:
"We're not algorithms. We're people"
📺 Adweek House Group Chat: The Targeting Remix
Hosted by Ryan Joe, Editor-in-Chief of Adweek, this conversational roundtable was anything but a standard panel. With voices from Expedia, 7-Eleven, CVS, Hearst, New York Life, and GumGum, the group explored the tension between behavioral and contextual targeting, and where the real opportunity lies.
💬 Real talk highlights:
- Everyone's tired of being followed around by the same belly fat and dad joke ads. Consumers want relevance, not repetition.
- Contextual targeting is back - not as a backup, but as the smarter way to meet people where they are, emotionally and culturally.
- Mindset is everything. As Kerel said: “We’re not in the same mood at 9AM as we are at 9PM. Your ads shouldn’t be either.”
- Creators, clean rooms, and commerce media are converging to power next-gen contextual strategies.
The vibe? Thoughtful, funny, and refreshingly honest. Exactly what Cannes needed.
📸 [See Photos from Adweek Group Chat→]
✨ Brand Innovators: Bold Marketing Insights on Passion Points with Kraft Heinz, Carat & GumGum
GumGum’s Pete Wallace moderated a conversation on the importance of understanding consumer passion points — whether it’s a nostalgic snack, a sports rivalry, or a viral cultural moment — and how they can serve as the connective tissue between brands and real human emotion. Joined by Kraft Heinz’s Jess Vultaggio and Carat’s Jack Cantwell, here are the key takeaways from the session:
- Iconic activations like the Wienermobile at the Indy 500, Mustard × Mustard at the Grammys, or Tater Tots during March Madness can drive deep engagement when rooted in authenticity.
- Cultural context is critical in crafting compelling campaigns for consumers.
- IDs are reductive — they may tell you who someone is, but not what they’re thinking — and this is where contextual shines.
- To craft campaigns that are successful and capture attention, you need to understand the intersection of who your brand is, who your consumer is and what they care about, and understand the moments they’re in.
- Be brave, test out different models, and don’t be scared to take risks.
💬 Beyond Advertising: Women Inspiring Panel
Hosted by Julia Linehan, Founder & CEO of The Digital Voice, this dynamic panel brought together powerhouse voices from GumGum, Tigress Tigress, and Samsung Electronics. Jess Aylett, Meera Sharath Chandra, Antonia Faulkner, and Candace Marie Stewart joined forces to unpack what it really means to be a purpose-driven brand in today’s market
Bold Truths & Takeaways:
- Purpose is a practice, not a campaign. Being purpose-driven isn’t about one big initiative; it’s about continuous action that reinforces your mission every day.
- Quality content = creative + timing + context. You can’t separate these three. Great creative without the right audience and timing falls flat. All elements must work together.
- Authenticity doesn’t mean perfection. Brands are human too. When you mess up, own it. Accountability builds more trust than pretending you got it right the first time.
- Consistency is your best defense. Whether it's external messaging or internal alignment, the brands that win are the ones who show up the same way every time, for consumers and employees alike.
- Purpose pays off, even if you can’t always quantify it. There may not be a universal metric, but when your purpose is real, you’ll see it in stronger brand affinity and consumer trust.
- One simple step: Listen. Today’s consumers want to be heard. Start there, and let their needs guide your storytelling.
💡 Big Feels, Bigger Shifts: 6 Trends We’re Taking Home from Cannes 2025
1. Context Is Culture
Targeting people based on what they’re doing and feeling in the moment creates relevance that static demos or past behavior simply can’t deliver.
2. CTV From Channel to Catalyst
From “CTV IRL” to “Own the Screen”, Connected TV dominated the conversation. Performance, creativity, shoppability, and measurement are converging, making CTV not just a format but a full-funnel strategy.
3. Inclusion Is a Business Strategy
Diversity opens the door, but inclusion keeps people engaged. When audiences feel seen and represented, intent and loyalty follow.
4.AI + EQ = Better Experiences
The winning formula isn’t just intelligence. It’s empathy, powered by real-time signals, creative craft, and a deeper understanding of audience mindset.
5. Purpose Isn’t Optional Anymore
As raised in the Purpose-Driven Media panel, purpose is no longer a side strategy - it’s central to brand relevance and loyalty. In a fragmented world, it gives brands coherence, conviction, and staying power.
6. AI Can Scale, But Only Humans Connect
GenAI is transforming the ad supply chain, as discussed on the Cannes Capture podcast. But tech can’t replace what humans uniquely do - understand culture, infuse nuance, and create emotional resonance at scale.
🥂 Merci, Cannes – À La Prochaine
A big thank you to everyone who visited LeRétro Studio, joined our sessions, and added your voice to the conversation. We’re bringing the Mindset Era forward - one meaningful connection at a time.
📸 See Photos from Le Rétro Studio →
📸 See Photos from Adweek House Group Chat →
🎧 Listen to our Cannes Playlist →
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