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The company's analysis, based on its Test Your Ad platform, evaluated the emotional responses of consumers to this year's Film winners rather than jury opinion.

More than 400 communications professionals aged 30 and under competed during the Festival, responding to briefs from charities, NGOs and organisations focused on social impact.

The creator economy also came of age, with creators positioned as strategic partners shaping brands, products and communities rather than simply amplifying campaigns.

The Creative Business Transformation Lions received 152 entries, with seven awards presented, including one Gold, two Silver, three Bronze and the Grand Prix.

The strongest brands are not simply recognised because of what they say. They are recognised because of what they are.

Kantar has announced the winners of its 2026 Blueprint for Brand Growth Awards, recognising 13 brands during a ceremony held with Microsoft at the Cannes Lions International Festival of Creativity.

Barreto argued that marketers should focus less on what brands want to communicate and more on creating ideas that consumers are willing to pass on through their own networks.

The Creative Data Lions received 391 entries, with 13 Lions awarded, including two Gold, four Silver and six Bronze. The Grand Prix went to SOS POS, created by Circus Grey, Lima, for BCP.

The film completes a trilogy that began with Built for Every Kind of Wonder and continued with Energy That Drives You On.

The campaign addressed a long-running challenge for Clash Royale, one of the world's most successful mobile games, which has faced numerous imitators replicating its branding, gameplay and characters.

The agency’s representatives competed in Film, Print and Digital categories, bringing together talent from offices across Europe, North America, Latin America, Africa and Asia-Pacific.

The awards recognised achievements across Entertainment, Gaming, Music, Sport, Design, Digital Craft, Film Craft and Industry Craft, highlighting work that combined creative excellence with cultural impact and audience engagement.

The European CMO of the Year initiative was established by Serviceplan Group, Samsung Ads, The Trade Desk, SevenOneMedia and the University of St. Gallen, with support from a range of industry and media partners.

Dentsu Entertainment has entered an exclusive multi-year partnership with Made By Us Studios to develop and produce creator-led entertainment projects, giving brands an opportunity to participate in original intellectual property from the earliest stages of development.

The programme will also include Afrikali Jean Presents Wyclef Jean's Carnival, alongside performances from artists connected to HarbourView's catalogue and investment portfolio.

The first set of winners spans the Audio & Radio, Creative Brand, Creative B2B, Health & Wellness, Lions Health and United Nations Foundation Grand Prix for Good, Outdoor, Pharma and Print & Publishing Lions.

Shortlists have now been released for the Health & Wellness, Outdoor, Creative B2B, Pharma, Print & Publishing, and Audio & Radio Lions.

The presence of companies such as OpenAI, Meta and Google DeepMind underscores how deeply technology is reshaping the industry.

According to Publicis, the growing use of AI in agency pitches has contributed to a widening gap between expectations and execution.

According to Cannes Lions, the award recognises individuals whose vision, leadership and influence have helped shape the marketing industry and inspired future generations of practitioners.