The LBB & Friends Beach: Cannes Content Programme 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
Thank you to the sponsors of this event:
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 JUNE
10:30 - 11:15 LBB Presents: Better Together As The World Pulls Apart
From talent that transcends borders to international shoots and global brands, advertising has always pulled together people across the world. Take a peek at the current global political and economic environment and the vibe feels more protectionist than collaborative. So what new challenges is this creating for an industry that's so quintessentially international?
Moderator: Matt Cooper, CEO & Founder, Little Black Book
Panellists:
- Jose Miguel Sokoloff, President CCO Team Unilever, IPG, and President of Global Creative Council, MullenLowe Global
- Chioma Aduba, President, Droga5 New York
- Devika Bulchandani, Global CEO, Ogilvy
- Andrés Ordóñez, Global CCO, FCB
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.
Moderators:
- Silke Zetzsche, VP Global Commercial Partnerships, AudioStack,
- Don Sklenka, SVP AI Personalization, Claritas
Panellists:
- Penri Jones, Founder & CEO, Arloesi
- Keith Soljacich, EVP, Head of Innovation, Publicis Media
14:30 - 15:15 LBB Presents: Producing Content at Scale
15:30 - 16:15 LBB Presents: In a Future of AI Agents, How Do Brands Advertise Differently?
As artificial intelligence agents begin to mediate how people discover, access and interact with brands, the rules of brand building are up for reinvention. This panel brings together agency leaders, AI technologists and branding experts to explore what advertising looks like when machines - not just people - become your audience, gatekeeper and creative collaborator. How do strategy, storytelling and brand marketing change in a world of autonomous decision-making? Can brands still forge emotional resonance when interfaces get in the way? And what does effectiveness even mean when human behaviour is no longer the primary metric?
Moderator: Alex Reeves, Managing Editor EMEA, Little Black Book
Panellists :
- Tessa Conrad, Head of Innovation, TBWA\Worldwide
- Debora den Iseger, SVP, Head of Content & Innovation, Global Studios, Monks
- Caitlin Ryan, Creative Partner, Dentsu Creative
- Antonis Kocheilas, Global Chief Transformation Officer, Ogilvy
16:30 - 17:15 Panel presented by IAPI: 'Ireland's Global Marketing Impact: Driving Success at Home and Abroad' - By Invitation Only
16:00 - 18:00 Happy Hour Sponsored by Clear Channel
TUESDAY 17th 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
- Rajdeepak Das, Chief Creative Officer, Publicis Groupe, South Asia, Chairman, Leo Burnett, South Asia
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: Money Does Grow on Trees: The Undeniable Case for Profit from Sustainable Businesses
Sustainability is no longer a side note — it’s reshaping how brands grow, connect, and lead. Forward-thinking marketers are proving that purpose and profit can go hand in hand, using sustainability as a green print for innovation, differentiation, and long-term business value. This panel discussion will explore the increasingly vital link between sustainability and profitability in the modern marketing landscape. We'll move beyond the notion that "going green" is a cost center and demonstrate how brands can enhance their financial performance by embracing sustainable messaging and practices. Our panelists will share real-world examples, innovative strategies, and actionable insights on how to integrate purpose into core business models, drive growth, and resonate with today's conscious consumers.
Moderator: Simon Sikorski, President North America, Murphy Cobb (MCA)
Panellists:
- Bill Oberlander, Founder & Creative Chair, Oberland (Ad Age 2025 Purpose Agency of the Year)
- Drew Weigel, Senior Director 3D & Immersive, Shutterstock Studios (champion of sustainable production)
Others to be announced
15:00 - 15:30 Panel Presented By thenetworkone: Creative + Media - Together Again, At Last?
Moderator: Julian Boulding, Founder & President, thenetworkone
Panellists:
Kamran Asghar, Co-Founder and Global CEO, Crossmedia New York
Jaime Robinson, Co-Founder and CCO, JOAN New York
Marcus Krzastek, President International, VaynerMedia
Barby K. Siegel, Global CEO, Zeno Group
Ian Forrester, CEO, DAIVID
15:30 - 16:00 Panel Presented By thenetworkone
16:00 - 18:00 Happy Hour Sponsored by LucidLink
16:30 - 17:30 Panel Presented By RWS & LBB: 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.
Moderator: Matt Cooper, CEO & Founder, Little Black Book
Panellists:
Jay Ganaden Adobe Director, Global Agency Partnerships, Adobe Firefly | Adobe | m.
Meji Alabi, Director, RSA Films
James Alexander, Senor Director, RWS Group
WEDNESDAY 18th JUNE
10:30 - 11:15 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 - 13:20 Panel Presented By ICCO PR & PVBLIC: 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
13:30 - 13:50 Panel Presented By ICCO PR & UNDP: Agency, Opportunity and Hope, An Optimist View of the Climate
The climate emergency represents the most urgent threat to humanity and to our plant, but at the same time, the crisis is an incredible opportunity to create a better tomorrow for all future generations. To reach that full potential we need to bring everyone on board and empower citizens across the world to be part of the solution, but for many years the “doom and gloom” narrative around the issue has created apathy. How can we as communicators, marketers and creatives change that narrative to positive hope filled one and help reach the momentum needed.
Moderator:
- Terry Savage, Founder, Savages Unlimited
Panellists:
- Boaz Paldi, Chief Creative Officer, United Nations Development Programme (UNDP)
14:00 - 14:20 Panel Presented By ICCO PR & AMEC: 2025 Measurement: Data, Trends, Updates and Impact
This panel will discuss the 2025 measurement trends, new Barcelona Principles 4.0 updates and channel implications of AI.
Moderator: Johna Burke, AMEC CEO & Global Managing Director
Panellists:
- Allyson Hugley, Global Senior Director of Customer Insights, Linkedin Marketing Solutions
- Thomas Netousek, CEO, EMM E Media Monitors
14:30 - 14:50 Panel Presented By ICCO PR & FIBEP: Driving Measurable Impact in Media Intelligence & PR
At the Driving Measurable Impact in Media Intelligence & PR conference, this session showcases FIBEP’s role as a global media intelligence association advancing the strategic value of media monitoring in public relations and decision-making. The discussion is centered on FIBEP’s three core pillars: promoting fair and ethical use of publicly available news and media; driving technological innovation in AI, automation, and data analytics; and fostering a centralized, global forum for collaboration and shared knowledge. Attendees gain insight into how these efforts support measurable impact of PR in earned media, reinforce compliance and innovation, and strengthen industry-wide value creation.
Moderator: Zuzana Richterova, Secretary, FIBEP
Panellists:
- Florian Laszlo, Observer
- Katerina Kechagia, board member and Vice President at FIBEP, Media Intelligence at Clip News
15:00 - 15:20 Panel Presented By ICCO PR & Worldcom + IW Group: Why PR Matters (Even More) in the Age of AI
In the age of AI, public relations has never been more essential. From combating machine-generated disinformation to AI search engines that generate results from media coverage, brands must rely on PR to build trust, manage reputation, and maintain authenticity. Join industry leaders as they discuss why there is a renewed focus on PR in an increasingly algorithm-driven world.
Moderator: Telly Wong, Chief Content Officer & SVP, IW Group
Panellists:
- Tom Coyne, CEO, Coyne PR
15:30 - 15:50 Panel Presented By ICCO PR & Team Farner: Rethinking the Future: What Clients Should Expect from Future-Ready Agencies
Exploring a new blueprint for client success and the traits that will define the agencies of tomorrow.
In a world moving faster than ever, clients face challenges they can’t yet see - and opportunities they might miss. In this fast-paced fireside chat, Rebecca Mayo and Melanie Faithfull Kent explore a new blueprint for client success: what traits will define the agencies of tomorrow, what clients should demand from their partners now and how the best collaborations will unlock value, innovation and real-world impact in the years ahead.
Moderator: Rebecca Mayo, Deputy CEO Lansons and Chair of Lansons New York
Panellists:
- Melanie Faithfull Kent, CEO, Team Farner
16:15 - 17:00 LBB Presents: Ahead of the Curve: New Agency Models Making Waves
As the advertising landscape evolves, so too do the models that power creative excellence. While traditional holding companies continue to play a major role on the global stage, a wave of independent agency networks is bringing fresh energy and new ways of working into the mix. This session explores how the emerging models of a selection of independent agency groups are driving agility, creativity and business results. Join a conversation with leaders who are charting new paths, redefining scale, and helping to shape the future of the industry.
Panellists:
- Mona Munayyer Gonzalez, CGO at Pereira O'Dell & CGO at Serviceplan Americas
- Aaron Lang, President, MSQ North America
16:00 - 18:00 Happy Hour Sponsored by Breefcase
THURSDAY 19th JUNE
10:30 - 11:15 Panel Presented by LBB: Why the Independent Maker Scene Still Dominates Craft
We’ve watched holding companies, agencies and brands pour ever more resources into their own production capabilities, but we repeatedly watch as the independent makers behind the world’s most celebrated creativity steal the show with their ingenuity and peerless polish. Speakers from some of the most innovative independent production and post houses demonstrate what a thriving independent craft scene does for the broader standard of creativity and craft.
Moderator: Alex Reeves, Managing Editor EMEA, Little Black Book
Panellists:
- Mike McGee, Founder & Chief Creative Officer, Framestore
More to be Announced!
11:30 - 12:15 Panel Presented by MCA: Strategic Star Power – Aligning Influencer & Celebrity Partnerships with Brand Strategy Through Innovative Production
When executed well, influencer and celebrity partnerships can do more than boost visibility — they can become powerful, lasting extensions of a brand’s strategy. But behind every standout collaboration is a carefully orchestrated production effort that ensures the final content feels authentic, on-brand, and creatively sharp. This panel brings together experts from across brand, talent, and production to explore how to strategically select the right partners, build cohesive campaign ecosystems, and leverage production as a creative and operational force. Join us to uncover how brands are elevating partnerships from one-off posts to long-term brand storytelling.
Moderator: Pat Murphy, Founder & CEO, Murphy Cobb (MCA)
Panellists:
- Leon Harlow, Group Commercial Director, YMU
- Raf McDonnell, Founder & Managing Director, Talent & Brands
12:30 - 13:15 Panel Presented by LBB, Coca-Cola and WPP Open X
Moderator: Matt Cooper, Founder & CEO, Little Black Book
Panellists:
- Islam ElDessouky, Global VP Creative Strategy & Content, Coca-Cola
- Laurent Ezekiel, Global CEO, WPP Open X
13:30 - 14:15 60:40 Vision: Why Brand Matters from Day One
There’s plenty of heat in the brand-versus-performance debate. Fresh global data from the likes of the IPA, Ebiquity, Ritson and Tracksuit confirms the universal 60:40 sweet spot between long-term brand-building and short-term activation. But here's the surprising bit: this holds true across mature brands and emerging start-ups alike. Join a panel of global effectiveness and marketing experts to discover why performance-first start-ups should plant brand seeds from day one. Find out how brand-building drives immediate sales and cultivates future demand. The result? Healthier, more sustainable profitability for young businesses worldwide.
Moderator: Alex Reeves, Managing Editor EMEA, Little Black Book
Panellists:
- Sadira Furlow , Chief of Global Brand & Comms Officer, Tony’s Chocolonley
- Harjot Singh, Global Chief Strategy Officer for McCann and McCann Worldgroup
- Laurence Green, Director of Effectiveness, UK’s Institute of Practitioners in Advertising (IPA)
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, Founder & CEO, Made by Humans / Imagine This
- Idse Grotenhuis, Co-founder & Creative Director, Ready Set Studios, Amsterdam
- Ines Aylmira King, CSR Lead, Green Production
- Thomas Amoedo, Managing Partner, Landia / Morning / Entropy
- Shauna Seresin, Partner, Minerva
15:30 - 16:15 Special Group x Uber Eats
Moderator: Addison Capper, Managing Editor, Americas, Little Black Book
Panellists:
- Danielle Hawley, Global Head of Creative & Brand, Uber
- Dave Horton, CCO / Partner, Special U.S.
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.
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:
Partners:
72Point. | Adobe | APA - Advertising Producers Association
AudioStack&Claritas | Bauer Media Group | Cannes Lions
Croud | Girl&Bear | GPN - Global Production Network
IAPI - The Institute Of Advertising Practitioners In Ireland
ICA - The Institute of Canadian Agencies
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
