My first Cannes Lions was an unforgettable masterclass in connection, creativity, and modern comms – with a healthy dose of chaos, rosé, late nights, big laughs, and even bigger ideas.
Cannes 2025 was a full-force look at how brands are being built today, and VaynerX was in it. From shaping panels to sharing the stage, from intimate gatherings at our Vayner Villa to buzzing hangs at Chez Vayner Café, we showed up with heart, hustle, and a whole lot of fun.
Alongside our incredible clients, creators, partners, and leadership, we leaned into what’s shaping the industry right now: AI, creator commerce, retail media, storytelling, and the new ways agencies and brands are teaming up to move at the speed of culture.
Here’s how the week unfolded. On the hill, at the café, and everywhere in between.
At the Villa: Where Innovation Met Intention
The Vayner Villa wasn’t just a place to host panels. It was designed to spark what’s next. Every touchpoint gave guests a glimpse into the future, whether they came for the programming or stayed to test new tools.
We teamed up with Shopify for The Rise of the Creatorpreneurs, a standout panel focused on the shift from influencer to founder. Patrick Ta, Shea Marie, and Shopify’s Head of Brand, Jessica Williams, joined Coveteur’s Editor in Chief, Faith Xue, to talk about what it really takes to turn an audience into a business. Creators aren’t just setting trends – they’re building real businesses, shaping culture, and rewriting the rules of brand.
That spirit continued through our partnership with Glance AI. We brought their luxury fashion mirror experience to life at the Villa, giving guests a chance to explore curated looks, try them on virtually, and see AI make style feel personal. Their companion panel, Mirror, Mirror on My Phone, featured leaders from Tapestry and Chinese Laundry and explored how AI is reshaping retail in a way that’s more visual, emotional, and user-led.
Between all of that, we still made space for meaningful connection. Our midweek Lunch List with MCoBeauty was the reset everyone needed. Creators like Campbell “Pookie” Puckett and Jenna Palek joined brand marketers for an intimate gathering over great food and even better conversation. Big ideas, small plates. Sometimes, a shared meal is where the magic starts.
At the Café: The Pulse of the Croisette
Chez Vayner was our heartbeat on the ground. A place where brand leaders, creators, and modern marketers could connect, think out loud, and trade real insights.
Our CMO Circles were some of the most honest and future-focused moments of the week. We dug into everything from retail media with Chase to rethinking the agency model for brands that need to move faster. One CMO Circle that stood out was Innovation at Work, where brand leaders came together for a candid conversation on putting innovation into action. The focus was on the real-world application of transformative strategies, highlighting both the wins and the lessons learned. With unfiltered peer insights at the center, the group explored how to navigate internal hurdles, foster organizational alignment, and drive change that leads to measurable impact.
The rest of our programming kept that same energy. From Olaplex, Snapchat, and Tinder exploring The New Rules of Engagement, to our CMO Avery Akkineni and Google’s Tanya Madan discussing how Android connects with Gen Z communities, the message stayed consistent. The brands winning today are the ones that show up with authenticity, creativity, and a clear point of view.
And of course, hospitality played its role. Our Rosé Reception with Chase was a golden hour done right with crisp pours, smart conversations, and a crowd that included marketers, media execs, and creators. Zappi’s AI Atelier cocktail experience blended personalization and tech in a playful, creative way. Then came VX After Dark, where each night turned the café into something new. One night, a Ruby Rouge cabaret with MAC Cosmetics; another, a martini-fueled industry sendoff with The Drum that closed the week in style.
Offsite and On Stage: Shaping the Conversation
While Chez Vayner was full all week, our leadership was out across the Croisette helping to lead the conversation.
We started strong with VaynerX CMO Avery Akkineni moderating Power Moves: How Best to Prepare for the C-Suite. It was a powerful conversation about leadership, accountability, and how to prepare for the weight of representing your team.
On Tuesday, VaynerMedia’s International President Marcus Krzastek joined a panel at Little Black Book Beach to explore how creative and media are evolving together. Later that day, our Chief Client Officer Nick Miaritis spoke at Google Beach about where the future of marketing is heading and the importance of staying close to culture.
To close the week, VaynerMedia President of Americas John Terrana joined the Next in Media podcast to talk creators, streaming, and what’s next for media. Our Chief Business Officer also joined LinkedIn for a conversation about live shopping, in-housing trends, and why comments are becoming a new form of creative. These weren’t just appearances—they were perspective-setting moments that added real value to the broader festival.
What We’re Taking Home
The week was full of meetings, panels, insights, and inspiration. But a few themes rose above the noise:
🧠 Creators took over. Whether it was on panels, media buys, or brand partnerships, creators didn’t just show up—they drove the conversation. The best brands leaned into long-term, real relationships.
🤖 AI was everywhere. But the best takeaways weren’t hype. They were practical. Smart brands are figuring out how to use AI to solve actual business challenges, not just chase trends.
🔁 New ways of working are taking hold. Brands want flexibility, speed, and collaboration. Our Vayner Co-Lab model is one of many signs that the traditional AOR playbook is getting rewritten.
🎨 Creativity still leads. In a world of automation and algorithms, original thinking stands out. Storytelling, ideas, and craft are still what move people—and they always will.
The energy at Cannes this year was all about substance. The brands and leaders making the biggest waves weren’t just talking – they were showing up with clarity, purpose, and a real point of view. We’re heading home with stronger partnerships, sharper insights, and momentum that doesn’t stop here. Now it’s time to turn all that conversation into action and keep building what’s next.
Au revoir – see you on the Coisette in 2026!
