This past May our summer intern, Hayley Baron, had the opportunity to attend the Cannes Lions Festival. She learned so much about what is happening in the digital marketing and advertising world and is excited to share her takeaways with everyone!
Read the below blog to see what it was like:
Attending the Cannes Lions International Festival of Creativity was nothing short of a dream come true. As someone passionate about the intersection of marketing, media, and culture, spending a week surrounded by the most innovative minds in the industry was both surreal and inspiring.
From the moment I arrived in Cannes, I was immersed in a whirlwind of creative energy. The festival is more than just panels and awards—it’s a convergence of bold ideas, meaningful conversations, and once-in-a-lifetime experiences. Each day offered a new lens into the evolving world of advertising and storytelling.
On day three, I found myself reflecting on the immense scale of the festival. It’s where brands and agencies don’t just share campaigns—they set the tone for what’s next. I had the chance to attend sessions led by industry leaders, hear the stories behind award-winning campaigns, and even connect with executives who are pushing boundaries in the marketing world.
A major highlight? Being part of the empowering conversations around women in media and creative leadership. From intimate networking moments to large-scale keynotes, the spirit of inclusivity and forward-thinking was evident throughout the week. It was particularly powerful to witness firsthand how brands are embracing authenticity and purpose in their storytelling.
I’m leaving Cannes with a notebook full of insights, a deeper admiration for the craft of creativity, and a renewed sense of purpose as I pursue a career in this industry. This week reminded me that creativity isn’t just about great ideas—it’s about impact, connection, and daring to do things differently.
What Cannes Taught Me About Storytelling in the Age of Social Media
Spending a week at the Cannes Lions International Festival of Creativity was like stepping into a living, breathing case study of the modern marketing world. I didn’t just watch presentations or attend networking events—I observed, learned, and experienced the power of storytelling at its most elevated level. But even in all its glamour, one theme stood out consistently across panels, red carpets, and casual conversations: **the future of marketing lives on social media**.
Cannes Lions isn’t just about celebrating great advertising; it’s about dissecting what makes it work—and in 2025, what works is content that’s made for people, not platforms. Social media isn’t just a distribution tool anymore; it’s the heartbeat of how consumers interact with brands. From campaigns that sparked movements to TikToks that sold out products, every standout moment at Cannes reinforced how deeply integrated digital storytelling is with brand success.
This mirrors what I heard from multiple panelists throughout the week: consumers don’t want ads—they want access. The best campaigns I learned about at Cannes didn’t feel like polished ads. They felt like cultural moments people could participate in. Whether it was a brand like Dove using real user content to champion beauty standards, or Nike tapping into community-led content around sports empowerment, the common thread was clear: authenticity scales, but only when it’s real.
One speaker put it best: “Your audience isn’t waiting to be marketed to—they’re waiting to be seen.” That hit me. It reframed how I think about content planning. It’s not enough to post consistently or follow trends. Effective social media marketing means understanding what your audience values and giving them a seat at the table.
As I return home and reflect on the week, I realize Cannes wasn’t just a celebration of creativity—it was a call to action. A call to embrace social media not as a box to check off, but as the canvas for storytelling and authenticity.
For anyone working in—or aspiring toward—the world of social, here’s the biggest takeaway: social media marketing is no longer about creating content for your brand, it’s about creating content with your audience. The brands that will win moving forward are the ones who aren’t afraid to listen, experiment, and co-create.
Because in the end, that’s what Cannes was really about: creativity that moves culture.
Until next year, Cannes—merci for the magic!
From Hayley Baron, University of Georgia Class of 2027
Oliver and Co. Social 