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The LBB & Friends Beach: Cannes Content Programme 2025

01/05/2025
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See the full LBB & MCA ‘Better Together’ content programme for the LBB & Friends Beach at Cannes Lions between 16th - 20th June 2025

We’re returning to the LBB & Friends Beach for a full five days of networking, education and connection… and some rather welcome sunshine at The Cannes Lions Festival of Creativity 2025.

For a third consecutive year, we are thrilled to have the support of our friends at MurphyCobb Associates on our jam packed panel programme. We will be gathering important voices from across the industry and the world for a continuation of our theme of ‘Better Together’. Our concept of Better Together is the backbone of each discussion - a chance to ask brands, makers and creatives to examine how we as a collective can help do better business.


FIND OUT HOW TO REGISTER FOR THE BEACH HERE


Read on to find out all we have in store Monday 16th June - Friday 20th June.

PLEASE NOTE: Some speakers and panels are yet to be announced and this page will be updated as the lineup evolves, so make sure to check back in!

Jump to:

Monday 16th

Tuesday 17th

Wednesday 18th

Thursday 19th

Friday 20th


MONDAY 16th JUNE


10:30 - 11:15      LBB Presents: Opening Session 

To Be Announced


11:30 - 12:30     Panel Presented By Razorfish: Iconic Brands: Thriving on C-Suite Driven Data Strategies


Even for top executives, leading brands and achieving long-term growth doesn’t happen without the right data strategies. Reaching today’s consumers requires elevated experiences, and better data is the fuel that powers smarter, more accurate strategic decisions that bring those experiences to life. This engaging session will cover how top brands are aligning data to marketing efforts – delivering greater personalization while remaining agile in an ever-evolving marketplace.

Moderator: Josh Campo, CEO, Razorfish

Panellists

- Peggy Fang Roe, Executive Vice President, and Chief Customer Officer, Marriott International

- Amy Hu, CMO, New York Life


12:30 - 13:15     LBB Presents: Creative Direction in the Age of AI with Andy Bird

Andy Bird, Founding Partner, Le Truc, has always been hands-on when it comes to art direction, whether that was back in the 90s when he was cutting and pasting in the production studio or now, in 2025, as he gets to grips with the constantly evolving challenges and creative opportunities afforded by AI. In this fireside chat hosted by LBB's managing editor Addison Capper, Andy gives his perspective on how technology is really changing creative direction - and what classic principles endure.


13:30 - 14:15     Panel Presented By AudioStack: The Future of Audio in an AI-Driven Creative Landscape

As AI-powered creative tools reshape content creation and distribution, publishers are uniquely positioned to lead the next wave of transformation. From dynamic ad formats to AI-generated editorial content, artificial intelligence is enabling audio publishers to scale creativity, personalize experiences, and drive deeper engagement—faster and more efficiently than ever before.


This session will explore how audio publishers can harness AI across creative production and publishing workflows, unlocking new revenue streams and redefining their value proposition in a rapidly evolving media ecosystem. In Cannes, where innovation meets storytelling, we’ll dive into how forward-thinking publishers are integrating AI to stay ahead—re-imagining how content is created, personalized, and delivered in real time.

Panellists:

- Silke Zetzsche, VP Global Commercial Partnerships at AudioStack,
- Don Sklenka, SVP AI Personalization at Claritas
- Penri Jones, Founder & CEO at Arloesi
- Keith Soljacich, EVP, Head of Innovation at Publicis.


15:30 - 16:15     LBB Presents: In a Future of AI Agents, How Do Brands Advertise Differently?

To Be Announced 

16:30 - 17:15    Panel presented by IAPI: 'Ireland's Global Marketing Impact: Driving Success at Home and Abroad'

To Be Announced


16:00 - 18:00     Happy Hour Sponsored by Clear Channel


TUESDAY 16th JUNE


10:30 - 11:15     LBB Presents: The Future of Agency Brands

​Brands are magic. They shape human behaviour and turn sugar water into billion dollar businesses. They’re why we head to Cannes Lions every year. But what happens when the masters of brand creativity turn the lens on themselves? We’ll be getting deep with leaders to find out the truth behind recent network rebrands and to discuss why, in an era when big storied names have been disappearing, the agency brand matters more than ever.

Moderator: Brittney Rigby, Managing Editor, AUNZ, Little Black Book

Panellists:

- Nancy Reyes, President and CEO, BBDO Worldwide

- Tiffany Rolfe, Chair and Global Chief Creative Officer, R/GA

- Zaid Al-Qassab, Global CEO, M+C Saatchi Group


11:30 - 12:15     LBB Presents: A Heineken Showcase


Moderator : Matt Cooper, CEO & Founder, Little Black Book

Panellists:

- Nabil Nasser, Global Head, Heineken

- Bruno Bertelli, Global CEO of Le Pub LePub, CCO LePub Worldwide


12:45 - 13:30     LBB Presents: Thank F*ck for Indies

We've all heard the arguments in favour of independent agencies in terms of the work they produce and talent they attract, but does their magic spread beyond the walls of the agency? Speakers from some of the world's liveliest indie markets explore the hypothesis that a strong independent scene benefits everyone, even the networks.

Moderator: Brittney Rigby, Managing Editor, AUNZ, Little Black Book

Panellists:

- Katie Newman, Global CMO & Partner, The Grid (The Independent Network Behind Mischief, Courage and No Fixed Address)

-Micah Walker, Founder & CCO, Bear Meets Eagle on Fire
- Tim Gordon, CCO & Partner, Zulu Alpha Kilo


13:45 - 14:30     Panel Presented By MCA 

To Be Announced


15:00 - 16:00     Panel Presented By thenetworkone: The Indie Forum

To Be Announced


16:00 - 18:00     Happy Hour Sponsored by LucidLink


16:30 - 17:30     Panel Presented By RWS: From Culture to Community: Finding the Universal Threads in Brand Storytelling

For decades, brands have built their global storytelling strategies around culture—defining audiences by geography, nationality, and tradition. But today, the most meaningful connections aren’t always happening along national boundaries; they’re happening within communities that transcend them. This shift is being led by digital-first generations, where identity is no longer defined solely by where you were born, but by what you believe in, what you’re passionate about, and the communities you choose to engage with.

As marketers, creatives, and brand strategists, our challenge is clear: how do we craft stories that are emotionally universal but adaptable in execution? How do we stop thinking about ‘localization’ as an afterthought and start embedding community relevance from the very start? The brands that get this right will not only reach audiences—they’ll belong to them.

Panellists To Be Announced


18:30 - 20:30     Aussie Cannes Welcome Party

LBB has partnered with Advertising Council Australia (ACA), AWARD, and leading production company Truce Production Co. to host an event for Australians gathering at the Cannes Festival of Creativity in June.

REGISTER HERE


WEDNESDAY 18th JUNE


10:00 - 10:30     LBB presents: The CMO Agenda


Just when marketers were starting to get a handle on the AI revolution and the cost-of-living crisis, 2025 throws a fresh set of challenges into the mix. In this panel, top brand leaders unpack how they're navigating today’s ever-shifting landscape of budget choices — from where they’re really spending their advertising and marketing dollars to how this is reshaping partnerships, priorities, and ways of working. What’s changing, what’s staying, and where’s the smart money going next?

Moderator: Brittney Rigby, Managing Editor, AUNZ, Little Black Book

Panellists:

- Laura Jones, CMO, Instacart

- Desiree DeRose, CMO, Angel Soft

- Grainne Wafer, CMO, Diageo

- Meredith Kelly, Global Head of Marketing, Škoda Auto


11:30 - 12:30     Panel Presented By Porter Novelli 

To Be Announced


13:00 - 16:00     Panel Presented By ICCO PR: The Great Transformation: Integrating AI To Accelerate Creativity and Scale Impact With Precision


AI isn’t just changing workflows. It’s overhauling how organizations think, create, and grow. From Fortune 500 brands to public institutions and mission-driven nonprofits, a new wave of leaders is using AI to rethink strategy, accelerate creativity, and scale impact with precision.

This panel explores how AI can deliver more strategic teams, sharper decisions, and faster execution—without sacrificing meaning or mission. Whether you're driving growth, shaping policy, or deepening engagement, this conversation will unpack what true AI-powered transformations look like—and how to lead them.

Moderator: Sarah Van Mosel, Executive Director, PVBLIC Foundation

Panellists:

-  Ian Chapman-Banks, CEO, SQREEM

-  Debora Koyama, Chief of Staff to CEO, Unilever

-  Sami Viitamäki, Global Chief Strategy & AI Officer, BOND


16:00 - 18:00     Happy Hour Sponsored by ICCO PR


THURSDAY 19th JUNE


10:30 - 11:15     Panel Presented by LBB

To Be Announced


11:30 - 12:15     Panel Presented by MCA

To Be Announced


12:30 - 13:15    Panel Presented by LBB, WPP & Coca-Cola

Moderator: Matt Cooper, Founder & CEO, Little Black Book

Panellists:
- Laurent Ezekiel, Chief Marketing & Growth Officer, WPP
- Islam Eldessouky,Global VP Creative Strategy & Content, CCTM


14:15 - 15:15    Panel Presented by GPN: Tech as Muse? Amplifying Human Creativity in Production

Could technology become the ultimate muse for human creativity? Today, it offers a wealth of new tools and perspectives—inviting us to explore fresh possibilities in storytelling, innovation, and production craft. This panel will showcase fresh, practical insights and future-facing approaches and will present six immediate toolboxes for creative production.

Moderator: Peter Grasse, Founder, Mr. Positive, Japan

Panellists:
- Toby Walsham, Made by Humans / Imagine This
- Idse Grotenhuis, Ready Set Studios, Amsterdam
- Carla Genoud, Mamma Team, Spain
- Ines King, CSR Lead, Green Production
- Thomas Amoedo, Landia / Morning / Entropy
- Shauna Seresin, Minerva


15:30 - 16:15    Panel Presented by LBB 

To Be Announced


16:00 - 18:00 Happy Hour


FRIDAY 20th JUNE


12:30 LBB's Friday Farewell Lunch (£200pp)

​We are hosting an ultimate send-off to a whirlwind week of creativity, inspiration, and connection. Join us at the ‘last supper’ of Cannes Lions 2025 - a prime opportunity to strengthen relationships, reflect on the week, and make those final, valuable connections before heading home.

BUY TICKETS HERE

For £200, your ticket includes a three-course meal, soft drinks and Provence Rosé to make your networking skills truly legendary. Lunch starts at 12:30pm Friday and LBB & Friends Beach is open 10:30 to 18:00 that day.



Content Sponsor:

MCA - MurphyCobb Associates

Partners:


72Point.Adobe APA - Advertising Producers Association | AudioStack & Claritas Clear Channel UK | Croud | Girl&Bear GPN - Global Production Network IAPI ICCO – International Communications Consultancy Organisation ITG - Inspired Thinking Group KEEP LIA - London International Awards LucidLink |  MSQ | Nouri Films Peach Porter Novelli Razorfish RWS Small World Studio Shutterstock Studios |  thenetworkone |  Zulu Alpha Kilo

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