Personal reflections of the Cannes Lions Festival of Creativity 2025 from Women in Marketing Africa founder, Andrea Djan-Krofa.
Cannes Lions 2025 was probably the most personally fulfilling one I’ve ever attended, and I’ve been to a few!
It wasn’t because I attended every panel and soaked up every insight - I didn’t.
It wasn’t because I mingled with all the celebs - I barely saw any.
And it definitely wasn’t because I got to lounge on the beach with a chilled glass of rosé in hand - No chance!
In fact, I somehow missed the memo that Mary J. Blige was performing! How??
But even without all of that, this Cannes hit different. Here’s why:
1. I saw the industry through my son’s eyes - and it gave me mixed feelings
This year I brought my son along with me. It was a joy watching him take it all in - the sun, the big brands, the global energy was amazing. But if I’m honest, it also made me feel a bit... conflicted.
On the one hand, I was proud he could witness the scale and ambition of the creative industry. He saw the power of ideas, storytelling, and influence in real time. It was exciting, inspiring, and totally overwhelming - in the best way.
But on the other hand, seeing it all through his eyes made me think more deeply about what we’re really offering the next generation.
>>> What are we building for them?
>>> What kind of culture are we inviting them into?
>>> Are we opening the doors wide enough, and are those doors leading to something meaningful, sustainable, and accessible?
We weren’t alone - we had the brilliant WiM Africa Cannes Lions pass winners join us (shout out to Ziada and Enniye).
Sadly - and frustratingly - one of our winners couldn’t make it due to a last-minute visa refusal. It’s 2025, and still, accessing global platforms like Cannes remains a huge hurdle for brilliant professionals across the continent. The system needs fixing and the doors need to swing wide open, not inched forward. But that’s a rant for another day...
2. WiM Africa made its mark!
This year, WiM Africa teamed up with #AfriCannes (initiated by My Runway Group) and #ConvergeAtCannes to deliver two powerful conversations:
>>>> Future Reframed: Investing in the Next Generation of Diverse Leaders
We unpacked why betting on underrepresented and African talent isn’t just good PR, it’s a strategic growth move. Leadership pipelines, access to capital, funding models, internal development - we covered it all.
>>>> Beyond the Optics: Building Equity Into Brand DNA
No fluff. No tick-boxes. This panel got real about embedding inclusion into the core of brand building - from the brief to the boardroom. Inclusion isn’t a side hustle, it’s the engine of long-term brand value.
And that’s not all…
We finally brought the DEI + Brand Safety convo to a powerful roundtable
Working with my International Advertising Association (IAA) UK Inclusion Committee colleagues, Debs Gbadosi and Salina Shah, along with the IAA UK’s leadership Kirsty and Sophie - plus our partners at Performance Marketing World and Seedtag - we launched a session we’d been working on for a while: Brand Safety ≠ Silence: Bridging brand values & media integrity in 2025.
The discussion tackled DEI and brand safety in an era of rising misinformation and reduced moderation. The takeaway: brands can’t afford to stay silent. With consumers holding them accountable, inclusion isn’t just ethical - it’s essential to protecting trust and long-term brand equity. Surface-level efforts won’t cut it.
3. The people. The conversations. The connections.
This year, Cannes was all about meaningful connections.
I had some of the most thoughtful, real, and energising chats - with new faces and old friends. At 8.30am over breakfast, in the middle of the busy Croisette, past midnight on a dance floor, at 2am in an Uber. It’s Cannes! IYKYK
The kind of conversations that don’t just stay at Cannes, they fuel what’s next.
Bonus highlight: I met not once, but twice, one of my favourite influencer couples—Ling and Lamb! I may have played it cool (I didn’t), but inside? I was proper fan-girling!
A few other observations from this year:
>>> Budgets were noticeably tighter. Gone are the days of "no-expense-spared" activations. Everyone’s doing more with less which isn’t necessarily a bad thing. But it was telling where this showed up the most.
>>> Creators took centre stage. It’s been building, but this year, they were everywhere - leading panels, hosting sessions, and reimagining what brand partnership actually means. The conversations around long-term partnerships and community-driven growth felt much needed.
>>> African representation? Better in some areas - South Africans and West Africans came through - but still not nearly enough. Visibility from other regions on the continent was low, and I can't recall seeing many African winners on stage – South Africa definitely represented and a few from Nigeria.
This has to change.
I didn’t see everyone I wanted to see - there are so many I wanted to connect with. We’re already thinking ahead to 2026. If you’re interested in partnering, supporting or just curious, let’s talk.