Despite Fiscal Constraints and Pessimism within the Sector, Publicis Aims to Ensure Cannes Offers Significant Value for Clients
Cannes, baby, ain't no secret garden. Publicis Groupe's CEO, Arthur Sadoun, is making it crystal clear that this year's Cannes Lions 2025 ain't about sipping rosé and reminiscing—it's about ROI!
In a world where economic storms brew and the ad industry sees more restructurings and layoffs than a '70s disco, Publicis is gearing up to set the tone for this year's festival. They're all about leaving the glitz and glam behind, focusing instead on AI as the golden ticket to boost profit margins and slash expenses.
Just like last year, Publicis will ditch the splashy beach activation and pricey Croisette set-ups. No, instead, they're hosting intimate closed-door sessions, welcoming all of their clients to learn about the benefits of AI and AI-driven market domination.
As Sadoun told ADWEEK, "20 years ago, attending Cannes Lions was about finding new trends in creativity. Now, it ain't about that. It's about showing how creativity can deliver innovative business solutions for the clients, especially in a recession."
Cashin' in on Cannes
Swipin' a Cannes Lions delegate pass'll set ya back a cool $5,771.73—not including travel, lodging, or any other expenses. Add in a fancy brunch or extravagant concert, and the bills start mountin' faster than traffic on the Autoroute des Anges.
In an age where WARC predicts global 2025 ad spend shrinkin' by a percentage point to $1.15 trillion, Sadoun's determined to make sure Publicis' clients don't waste a dime in Cannes.
"It can't be about celebrating creativity for the sake of it," Sadoun said. "It's gotta be about showin' how creativity—that's still what it's about—can deliver innovative business solutions to solve clients' problems in a downturn."
Gamblin' on the Greens
Publicis will be huddled up with chief marketing officers and other top-tier client execs, workshoppin' AI tools during the festival. They've been pourin' more cash into this field, even pledgin' €300 million over three years to develop its Core AI tool, a AI layer runnin' though their tech stack.
Last year's closed-door sessions received positive reviews, particularly for removing the BS from AI. Publicis ran 40 sessions with 70 clients and developed over 50 bespoke Core AI models for brands post-festival. This year, meetings will be organized by sector, including CPG, Health, Automotive, or tailored to individual clients.
Measurin' the Win
So, how's Publicis plannin' to measure their own ROI from Cannes Lions 2025?
"We measure success based on the value we bring to our clients," Sadoun said. "We want our clients to leave with the impression that they've learned something, and they're able to take action on it to answer their business problems." Although the thrill of celebrating creativity remains, Sadoun added, celebrating for the sake of celebrating just won't cut it in these tough economic times.
As extravagant activations at Cannes Lions continue to inflate, tech giants, vendors, agencies, and more duke it out for senior attendance and social buzz long before the festival even begins.
Just months before the 2025 event, holding group Stagwell has announced its plans to bring celebs like Erin Andrews and Sir Mo Farah to its Sport Beach activation. Meanwhile, the Cannes Lions Creator program is returning for a second year, boastin' speakers like Kai Cenat and Amelia Dimoldenberg.
CORRECTION: This article has been updated to reflect that Publicis plans to invest €300 million euros into its Core AI tool over three years, not $20 million as previously stated.
Investing in the potential growth of businesses through AI technology is the focus for Publicis Groupe during the Cannes Lions 2025, as they aim to showcase how creativity can deliver innovative financial solutions, especially in a recession.
At the festival, Publicis will workshop AI tools with clients, hoping to develop bespoke models that produce immediate results and solve their business problems. The success of their involvement will be measured based on the value they bring to their clients, ensuring they leave with new insights and the ability to take action.
