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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.

Global branding agency JKR and marketing data and analytics company Kantar have released a report examining how customer experience contributes to brand equity.

The system combines more than 20 AI agents with human oversight to support campaign planning, activation, optimisation and measurement across multiple advertising platforms.

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.

By coordinating creative messages across multiple impressions, brands can build narratives over time, introducing new information and adapting messaging as viewers continue watching content.

DoubleVerify has expanded its DV Authentic AdVantage solution to Meta and TikTok, extending access to a platform designed to combine media quality controls, campaign optimisation and independent measurement within a single offering.

According to Stagwell, the deployment creates a direct connection between AI agents and media systems, allowing ongoing optimisation and analysis within active campaigns while maintaining standardised workflows across markets.

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