Where the real Cannes happened: A view from Mallory and Kaitlyn

Following an epic week of insights and inspiration, Cannes first-timers and MSQ's Young Lions for 2025, Mallory Cross and Kaitlyn Powers from SPCSHP gave Campaign the run-down of all the places you want to be at the industry's most prestigious festival.

B2B’s New Brand Manifesto: Key Takeaways from Cannes 2025

Cannes Lions 2025 marked a turning point for B2B marketing, with the spotlight on bold, human-centred strategies that challenge long-held assumptions. From emotionally driven decision-making to integrated brand-to-demand models, the trends point to a new era of growth and creativity in B2B, which you can read all about in Stein's post-Cannes report.

Beyond the Lions: Brand takeaways from Cannes 2025

After judging nearly 400 projects from the Design Jury, one thing’s clear: the best work wasn’t loud – it was smart, purposeful, and deeply human. Here's what stood out to Elmwood's Design Director, Paul O'Brien via Creative Brief.

What happens when creativity gets a bionic arm?

Raphaël Bouquillon, SVP at SPCSHP, reflects on a week in Cannes. If last year was about AI's potential, this year was about learning how to live with it.

The conversations weren't asking if AI belongs in creativity anymore. They were asking how we use it responsibly, creatively, and in service of people.

Does Cannes Lions really get design?

This year Elmwood's Design Director, Paul O'Brien, had the pleasure of serving on the Design Lions jury, an experience that was just as inspiring as it was revealing, when it came to how the world of design is changing. Read in Creative Review.

In conversation with Aaron Lang

North America President of MSQ, Aaron Lang, talks to Dylan Conroy from The Ad Podcast about all things Cannes, creativity, and boosting momentum - sharing what sets MSQ apart thanks to our specialised expertise with senior-level thinking, all under one collaborative network.

BRONZE: Craft in B2B

'Everybody's Business', Stein X LinkedIn

Created in partnership with two-time Oscar-winning director Ben Proudfoot and LinkedIn, 'Everybody's Business' is a short documentary about the evolution of B2B marketing - and now a proud winner of a Cannes Lions!

The film follows B2B luminaries like Andisa Ntsubane, Jennifer Johnson and Tom Stein, Chairman of Stein, an MSQ B2B agency. Congratulations to the team!

4 X SILVER: Outdoor Lions

'Bundles of Joy', Walk-In Media X Burger King

Hot off the press from the Croisette, the Lion's out the bag for Walk-In Media!

We're delighted for the team to have brought home bundles of Lions for Burger King's Bundles of Joy campaign, winning 4 Silvers in the Outdoor category.

A huge congratulations to everyone involved, both at BBH London and Walk-In for bringing such a sensational campaign to life. Here's to many more to come! 

SHORTLISTED: Cross-Channel Storytelling, Creative B2B Lion

'By America's Side', Stein X Mack Trucks

A campaign that met or exceeded every campaign objective. Compared to previous brand campaigns, Stein achieved 34% higher engagement at a 59% lower paid media budget, and by Q4 2024, demand for Mack led to an order increase of 26% for its heavy-duty trucks — and a 264,000+ waitlist, directly attributable to the campaign’s impact. The campaign has since been organically adopted by Mack’s other markets, including Canada, Colombia, Australia and Mexico.

Internally, the campaign assumed a place of pride as the first-ever Mack campaign permanently placed in the Mack Trucks Historical Museum.

Introducing our MSQ Young Lions competition winners for 2025: Mallory Cross and Kaitlyn Powers from SPCSHP. 

This year we have partnered with WACL and the Empower Café to set a creative challenge rooted in our shared values: championing gender equality and joined-up thinking. The brief? Create a short film that challenges the status quo and drives change for good.

We're a proud sponsor of LBB & Friends Beach this year. They spoke to Tamsin James, CMO of MSQ about who we have on the ground in Cannes, what we’re planning throughout the week, and the conversations we’re most eager to be part of.

Cannes Lions has announced today the line-up of global experts who will shortlist world-class creative work this June. 

The list includes experts from across 79 markets, representing the global industry's leading talent from a diverse range of disciplines, including Elmwood's Paul O'Brien, who is on the Design Lions jury.

During Cannes week, Paul will also be judging the Cannes Young Lions Design Competition, selecting the most innovative and impactful work from across over 90 countries. 

The Cannes Lions International Festival of Creativity has announced the launch of an inaugural LIONS B2B Summit. Featuring LinkedIn as the headline partner, and our B2B agency, Stein as the supporting partner, the Summit will explore discussions on how creativity strengthens brand reputation, the role of connections and influence in B2B, and why creativity in B2B is a competitive advantage.

Online meetings

Miro gives hosts the tools they need to make online meetings feel like they’re in person.

Online meetings

Miro gives hosts the tools they need to make online meetings feel like they’re in person.