The Cannes Lions: Global Talents Take Over the French Riviera

The advertising world’s most glittering celebration of creativity returns to the sun-drenched shores of the French Riviera. From 16 to 20 June 2025, the Cannes Lions International Festival of Creativity — often dubbed the Oscars for the industry’s most imaginative minds — will once again spotlight the boldest, brightest campaigns from every corner of the globe. This year promises an even more global lens, with the Middle East playing a leading role in shaping the creative future.

A Broader Creative Horizon

This edition of Cannes Lions is set to be the most globally inclusive yet. Jurors hail from a wider spectrum of countries than ever before, with first-time representation from the Ivory Coast and Kazakhstan, and record participation from Africa, Asia, and the Middle East. It’s a meaningful shift — one that reflects the expanding cultural influence of these markets and the increasingly borderless nature of creative excellence.

“The Cannes Lions Awarding Jury plays a vital role in setting the global benchmark for creative excellence,” said Simon Cook, CEO of LIONS. “This year’s line-up brings together some of the most highly respected and accomplished industry talent from around the world. Their expertise will help define the creative standards that continue to drive our industry forward and spotlight the power of creativity as a catalyst for meaningful business growth and transformation.”

Marian Brannelly, Global Director of Awards at LIONS, echoed the sentiment: “We’re welcoming Jury members from 52 markets, including first-time representation from the Ivory Coast and Kazakhstan, and our highest-ever representation from Africa, Asia, and the Middle East. We’re delighted to bring such a breadth of voices and perspectives into the Jury rooms, and we thank all of our jurors in advance for the dedication and care they bring to the process.”

The Middle East Steps Into the Spotlight

In Audio & Radio, Leila Katrib, Global Executive Creative Director at Incubeta, lends her storytelling prowess, while Natalie Shardan, Managing Partner at Serviceplan Middle East, brings her vision to Brand Experience & Activation. For Creative Business Transformation, Fabio Silveira, Managing Director at Havas Middle East, represents the UAE’s appetite for disruption and reinvention.

Data meets creativity under the sharp eye of Karim ElFiqi, SVP and Chief Marketing Officer at PepsiCo for Africa, the Middle East, and South Asia. Dani Richa, Group Chairman at Impact BBDO, steers the Creative Effectiveness jury, and Dida Atassi of Accenture Song ensures design and digital elegance remain at the forefront.

Digital Craft welcomes Paulo Engler, Senior Creative Director at FP7 McCann, while Aricio Fortes, Chief Creative Officer at VML UAE, offers his perspective on the Direct category. Manasvi Gosalia, Executive Producer at Dejavu, takes on Film, while Health & Wellness is thoughtfully approached by João Camacho of Saatchi Wellness ME, covering both the KSA and Turkish markets.

In Industry Craft, Lara Assouad, Executive Creative Director at Landor Middle East, celebrates the beauty of making, while Seyoan Vela, Chief Creative Officer at Livingroom/LRDXB, brings innovation into focus. For Media Lions, Ramzy Abouchacra, Media Practice President at Dentsu MENA, leads with insight and impact.

Pharma is helmed by Alok Gadkar, CEO and Chief Creative Officer at Tuesday, while PR is championed by Khaled AlShehhi, Executive Director of Marketing and Communication at the UAE Government Media Office. Finally, in a category that speaks to purpose-driven change, Vidya Manmohan, Founder and Chief Creative Officer at V4Good, takes the reins for the Sustainable Development Goals Lions.

Together, they represent not only the UAE’s growing role in the global conversation but a wider regional transformation — one that is redefining the language of modern storytelling with precision, passion, and purpose.​​

Why It Matters for the Region

The UAE’s creative ascent has been years in the making. Since 1954, 112 individuals from the UAE have served on Cannes Lions juries, with Kerry Platts (Direct Lions, 2007) and Ali Rez (Print & Publishing Lions, 2023) breaking ground as Jury Presidents. But it’s in recent years that the region has truly come into its own.

Since 2001, the UAE has submitted 647 entries to Cannes Lions, securing 244 wins, including four Grand Prix awards. The country now ranks eighth in the official Lions Creativity Rankings, a prestigious measure of a market’s global creative performance.

The numbers tell a story of unstoppable momentum. In 2024, ad spend in the UAE reached AED 6.2 billion, marking a 10.7% increase from the previous year. Projections for 2025 push that figure to AED 6.93 billion, driven by an ever-growing investment in digital. Digital advertising is expected to account for 44.9% of total media spend, according to EMARKETER, with social media advertising alone projected to reach $447.6 million, according to Statista.

This surge reflects more than just financial growth — it marks the emergence of a confident creative voice from the Middle East, one that’s influencing global conversations, commanding jury rooms, and setting new benchmarks for what’s possible when imagination meets ambition.

Courtesy: The Cannes Lions 

Text: Lidia Ageeva