Join us at Cannes Lions 2025 as we explore how leading brands are creating certainty in an ever-evolving marketing landscape. Here is a sneak peek at the seven trends we’ll be discussing with top brands at this year’s event.
Create certainty at Cannes Lions 2025 with Deloitte Digital
As the world’s most creative minds gather at Cannes Lions, the stakes for chief marketing officers (CMOs) and brand leaders have never been higher. This year, the question on everyone’s mind is simple: How can we get more out of every asset, channel, campaign, and investment? We believe the answer lies in creating certainty—by harnessing new technologies, data, and creative strategies to deliver brand experiences that are more micro, agentic, personal, engaging, accelerated, measured, and, ultimately, more certain.
Join us as we explore how leading brands are paving the way on the following trends:
1. More micro: The power of influence, redefined
Did you know that 83% of consumers say that they see the influencers or creators they follow as trusted sources of information? Further, 81% of all brands place high or very high priority on leveraging mega creators as a part of their social strategy.
Forget the old playbook of mass celebrity endorsements. Our latest State of Social report reveals a surprising truth: mid- and micro-creators are more effective than ever in shaping buyer behavior. These trusted voices drive authentic engagement and measurable impact, collaborating with brands to reach niche audiences with precision and credibility.
Want to learn more? Join the invitation list for our Collaborate with Certainty brunch, where we’ll discuss the state of social with YouTube.
2. More agentic: AI agents transforming creativity
AI is no longer just a tool—it’s a creative collaborator that helps drive value. From massive platforms like Salesforce to visionary creators like will.i.am, new models for agentic creative support are accelerating manual processes and unlocking personalized brand experiences at scale.
We’re collaborating with Salesforce to help you reimagine customer engagement with the help of AI agents. What does this mean for the future of creative work? It’s a question we’re excited to explore with you at Cannes during our cocktail reception at Salesforce Beach: will.i.am on up-leveling creativity with AI.
Join our invitation list for a session you definitely don’t want to miss!
3. More personal: Personalization at scale
Personalization remains a top priority—and a top challenge—for CMOs and business leaders. As brands strive to deliver creative, differentiated experiences to millions, the pressure is on to maintain both scale and authenticity. Our research on the Content [R]evolution dives deep into how leading marketers are meeting this moment. As the demand for digital content increases, brands can deliver on customer expectations by using the right tools and teams, and by prioritizing quality, efficiency, and trust as the foundation of their content creation strategy.
Our personalization research found that brands with the most advanced personalization capabilities are deploying customer-centric strategies and investments in ways that pay off. Additionally, our analysis shows that 78% of consumers want personalized insights that save them money. Consumers don’t just want to be “known” by brands—they want tangible benefits in their wallets, too. With this data in mind, how can you unlock the benefits of personalization for your brand and for consumers?
Join the invitation list for our Create with Certainty brunch co-hosted by Braze and Estée Lauder to find out how top brands balance creative quality with increased expectations for personalization at massive scale.
4. More engaging: The future of the fan experience
Fans today expect more from the athletes, celebrities, and franchises they love. With emerging technologies like spatial computing and AI, the opportunities for fan engagement (and the resulting complexities) are rapidly expanding. We know that today’s fans expect a personalized digital experience, and nearly 70% of consumers are more likely to buy from a brand that delivers this experience than a brand that doesn’t. Through our collaborations with the Women’s National Basketball Association (WNBA) and the International Olympic Committee (IOC), we've translated this insight into tangible outcomes.
Our redesign of the WNBA app created a cutting-edge digital experience that allows fans to connect more deeply with the teams, players, and the league. Our work on the IOC’s fan data platform is transforming fan engagement through a revamped digital strategy that fosters lasting connections with the Olympic Movement—before, during, and after the Games—while opening new avenues for fan engagement through technology-driven solutions and experiences.
What will the future of the fan experience look like? Let's discover together at Cannes during our Engage with Certainty brunch, co-hosted by the International Olympic Committee and Converge™ by Deloitte for Sports. Join the invitation list here.
5. More accelerated: Supercharging the content supply chain
More content, more channels, more segments, more personalization—the demands on creative production are multiplying. To keep up, brands need to accelerate their content supply chains with the right strategies and tools.
Adobe’s portfolio of solutions like Firefly, Workfront, and Journey Optimizer within Adobe Experience Platform, can automate the production and distribution of personalized content across the customer journey. Deloitte Digital Content Studios is setting the standard, utilizing Adobe technology to produce on-brand personalized content at scale.
The potential benefits of Generative AI (GenAI) in supercharging your content supply chain are evident. Organizations can achieve accelerated production times, personalized content, and significant cost savings—all at scale.
Join us at Cannes for a Mixology Class with Adobe, led by James Beard Award-winning Mixologist Sean Kenyon, and explore how leading organizations are crafting content at scale.
6. More measured: Insights that drive growth
With so much change and opportunity on the horizon, how can CMOs know which investments will pay off? The answer: on-demand insights from customer data and real-time measurement of every channel, campaign, and initiative. Our 2025 marketing investment trends show how data-driven leaders are separating signal from noise. Some of the trends we unearthed:
Attend our AI and Innovation Panel at Le Jardin at Cannes to learn more about how AI-driven on-demand insights into marketing performance can help change the C-suite conversation, unlocking new investment and optimizing opportunities at every point in the campaign creation and delivery process.
7. More certain: Leading with confidence
Today’s CMOs face a dual imperative: deliver consistent brand value while driving radical innovation. With agentic and Generative AI, evolving consumer expectations, and new engagement paradigms, creative tensions are surfacing at the heart of modern marketing. How can brands lead with certainty amid ambiguity? Deloitte’s CMO Program is hosting the CMO Podcast’s Jim Stengel for a live recording of the Certainty in the Age of Contradictions podcast, featuring industry luminaries and bold new ideas.
See you at Cannes!
At Deloitte Digital, we’re committed to helping you create and shape the future of marketing. Whether you’re looking to amplify your brand’s impact, accelerate your content supply chain, or lead with certainty in a rapidly changing world, we invite you to connect with us at Cannes.
Ready to get more out of every moment?
Keep an eye out for our upcoming Cannes Confessional series, where Marketing Beyond host Alan Hart will share key client insights from Cannes 2025. Dive into our research, join our sessions at Cannes, and discover how you can create certainty in an uncertain world.
