By the Oystercatchers Team

Cannes 2025 was as hot, frantic and energising as ever – with the step count to prove it. Amid both the reunions and new conversations against striking sea views, the festival remained a vibrant celebration of creativity and connection. 

Yet beneath the sun-drenched surface, a more serious undertone was present. With ongoing pressure on margins and widespread industry consolidation, some questioned whether the scale and extravagance of the week was still in step with the reality many marketers face. The consensus? Creativity should be celebrated, but with purpose. 

That said, there was no shortage of timely, energising conversation about the themes shaping the future. AI dominated once again, shifting more from theory to tangible impact, particularly in media planning and creative production. Meanwhile, at the Sport Beach, energy was high as women’s sport took its rightful spotlight – not just as a media opportunity, but as a cultural and commercial force, showing where brands can build real, long-term value. 

This idea of influence – who has it, how it’s harnessed, and where it’s headed – was a reoccurring theme throughout the week. The creator economy continued its rapid evolution, with the lines between paid and earned media becoming ever more blurred. It sparked new questions about where influencer marketing fits in the mix – and whether PR agencies are finally earning their seat at the top table. 

And while much of the industry remains laser-focused on Gen Z, some of the most interesting provocations asked whether we’re overlooking Gen X – a generation with real purchasing power, often ignored in the cultural conversation. 

The best conversations however took place in curated, thoughtful settings of smaller roundtables and one-to-one connections away from the main event. That’s where real insight, candour and connection happened. 

Will we be back next year? Without a doubt. Cannes remains one of the most valuable spaces for serendipitous conversations and new ideas. But like the industry itself, it’s evolving. Next year we’ll aim to show up even more deliberately and continue to champion the creativity that truly drives marketing performance.