Full disclosure: this was my first Cannes and I was anxious.

Cannes Lions is a festival of creativity, historically focused on advertising, so the idea of going as a research business has always felt like a leap.

Will they want us there? Are we flashy/glitzy enough? I think even for those steeped in advertising it can feel like a lot, so for a novice, it felt downright overwhelming.

The reason to go is however important. Insight needs a seat at the table, and so the idea that a festival of creativity might happen without insight present feels totally wrong.

So we went! And reader, it lived up to expectations and so much more.

Here are the best things I saw:

1. The Insights Lighthouse, run by the force of nature that is Dr. Liubov Ruchinskaya: A space for clients to share and exchange in a safe space the challenges and opportunities in the insight community.

As you’d expect there was lots of conversation around AI, but for me the biggest takeaway was discussing what role leaders of insight have in managing change. How do leaders need to show up to demonstrate what the future looks like.

Lots of the focus was leading with empathy – lean hard into your humanity in an era that will be amplified by technology.

2. Proud moments: With drastically fewer brands and businesses supporting DEI this year, it felt important and joyful to see Pride celebrated at Cannes. It is apparent that advertising revenue is down significantly in DEI publications, and people are being asked to quietly remove language from documents and communications.

DDB founder Bill Bernbach once said: “A principle is not a principle until it costs you money.” It feels like brands all too often are purpose-washing without intent to deliver real change.

3. Bringing back soul: Sir John Hegarty was one of my standout moments. He appeared without a deck, thank goodness, and talked about creativity and imagination. He also surprised us with his Taylor Swift obsession. His message: great brands, like great artists, don’t just sell – they create excellence and embed in culture. Stop talking to ourselves, respect the ‘audience,’ and bring soul back to marketing.

He also talked about AI, his take was utterly refreshing. In an era of platforms and tech, the real winner will be the person or business that can apply imagination to the use of these tools.

4. Entertaining people: TikTok also presented and what blew my mind was the simple reframe of how they see themselves. I’d always thought of them as a social platform, but actually they don’t see that at all, they describe themselves first and foremost as an entertainment business. The average age of users is 30 and users typically watch a movie’s worth of content daily, creating massive opportunities for brands to entertain, not just advertise.

5. Culture, not campaigns: System1 shows emotional ads drive three-times stronger brand image and 1.5x better conversion. Entertain them, or be forgotten. Luxury brands are already doing this brilliantly: Burberry and Louis Vuitton. They’re creating cultural content, not campaigns. And who knew, jingles are back. Sonic branding performs best on TikTok (and in broader branded comms). 

6. Distinctive ideas: Mark Ritson reminded us: most ads lack branding. For nearly 100% recall, use 7+ brand codes consistently. Distinctive > different. Patience lets brands build equity over time.  He also talked extensively about the myth of creative wear out. In collaboration with System 1, they now have data across regions and categories to show that there simply isn’t a wear out effect of good creative, in fact there is a wear in effect. The more you show something the better it performs. They call this compound creativity.

7. Humanity and allies: At The Marketing Academy stage at The Carlton, I gave a talk about the need for more humanity in marketing. In a time when insights are often outsourced, we must reconnect with the people our work is meant to inspire. I also emphasized the importance of building allies in marketing—we need a seat at the table now more than ever. One of my favorite quotes is from Shirley Chisholm, the first Black woman elected to Congress and a 1972 presidential candidate. When asked how she overcame barriers, she said: “If they don’t give you a seat at the table, bring a folding chair.” That’s now my mantra for insights.

One of my biggest impressions from my first Cannes is that there are multiple reasons not to go but you should go anyway.

Being in a space surrounded by creative minds, hearing from inspiring speakers, and witnessing game-changing work feels like a truly radical and important act.

I left the week exhausted but filled with inspiration and positivity. In an industry that often feels like it’s in turmoil, spending time in a space that reminds us of our power to create wonder and awe was incredibly revitalizing.

Tash Walker is founder of The Mix