As brands face mounting pressure to prove the ROI of creativity, Cannes Lions introduces a new award designed to recognise not just the work, but the systems behind it.
When the Cannes Lions International Festival of Creativity returns to the Croisette from June 22–26, it will do so with a notable shift in focus. Among a series of updates to its awards architecture, the introduction of the Creative Brand Lion reflects a wider rethinking of how creativity is valued, one that positions creativity not simply as an output, but as a business-critical capability.
At a time defined by economic uncertainty, AI-driven disruption and increased scrutiny on marketing spend, brands are being pushed to demonstrate not just creative excellence, but the systems that make it repeatable. The Creative Brand Lion arrives as both recognition and a turning point, reframing creativity as an essential business foundation.
To understand the thinking behind the new award, we spoke with Marian Brannelly, Global Director of Awards at LIONS.
Why did Cannes Lions feel it was the right time to introduce the Creative Brand Lion Award?
We’re witnessing an industry that’s evolving at an unprecedented pace. It’s grappling with disruption to its ecosystem, economic uncertainty and global instability – and what this means is that there’s an intensified focus on creative investment returns. We know that the Lions must continuously evolve to reflect the current landscape and pave the way forward. With commercial creativity continuing to reshape business and culture globally we believe there is a need to start recognising and benchmarking the inputs that make breakthrough ideas possible and make the case for positioning and protecting creative investment.
Why was it important to recognise brands building internal systems and cultures that make great creativity repeatable?
We want to shine a spotlight on the brands that are designing the organisational foundations that will enable and sustain creative marketing that matters – for the future. This Lion isn’t recognising individual campaigns, instead it’s recognising the strategic approaches that have delivered measurable business growth and long-term brand value. What we hope is that by starting to actively benchmark internal creative capability, we can help our community make the case for investment because they can point to a bank of evidence and case studies that demonstrate the link between infrastructure and long-term brand value.
In your view, what practices define a truly creative brand today?
If you look at our Creative Marketer of the Year Award, which is an honorary award given annually at Cannes Lions, what all the recipients have in common is that they are brands that have creative commitment – they’re bold, brave and pushing boundaries. Last year Apple were honoured with this award. We were recognising a brand that has intentionally fostered a culture that prioritises creativity and innovation and encourages the kind of thinking necessary to create marketing content that connects with people in a uniquely emotional way. So, for me, that’s what makes a truly creative brand – those that have an understanding that creativity is an economic multiplier and have the boldness and passion to drive it forward.
What impact do you hope this new Lion will have on how brands invest in creativity and marketing culture?
I hope that marketers will gain empowerment and knowledge to go to the boardroom and their CFO’s and say, ‘here is the evidence that proves the value for creative investment’. At LIONS we have a growing body of evidence that creative marketing investment directly translates into business performance, and that the brands that do invest outperform the competition. The Creative Brand Lion will offer inspiration to brands across the world – big and small – and it will also provide more fundamental evidence in the case for creativity.
As Cannes Lions prepares to bring together the global marketing community this June, the introduction of the Creative Brand Lion reframes the conversation. The question is no longer just what is great creative?, but what makes great creative possible, again and again. This Lion isn’t recognising individual campaigns; instead, it recognises the strategic approaches that have delivered measurable business growth and long-term brand value. In doing so, it challenges brands to invest in the systems and cultures that make creativity repeatable, and positions creativity as a fundamental business advantage.
Read more about the Creative Brand Lion Award here
