At the **Cannes Lions International Festival of Creativity**, creativity isn’t just a buzzword—it’s the backbone of **innovation**. Renowned for its celebration of groundbreaking ideas, this festival showcases how **Public Relations** (PR) plays a pivotal role in emerging narratives.
The Evolving Role of PR at Cannes Lions 2025
Reflecting on a memorable moment during a CMO spotlight panel, **Gülen Bengi**, Lead Chief Marketing Officer for Mars, Incorporated, boldly stated: “Creativity is a verb.” This assertion resonates deeply, marking a transformative moment for the industry. In today’s landscape, creativity is not confined to job titles or departments; it’s an intrinsic action that intertwines the professional tapestry of every communicator.
**PR is no longer merely a channel for campaign amplification**; it’s at the core of the **creative engine**, actively **shaping narratives** and delivering **cultural value** in real time.
From Awareness to Action: Speed as a Creative Differentiator
Technology has revolutionized consumer behavior, significantly compressing the timeline between **idea** and **execution**. At Cannes Lions 2025, the **speed** of execution emerged as a vital **creative differentiator**.
In an era where relevancy expires within moments, PR professionals are crucial in the initial stages of **campaign planning**. They are equipped to recognize **cultural flashpoints** and respond dynamically, expanding ideas far beyond their original format.
This year’s Cannes Lions winners were not defined solely by continuous press coverage or media impressions. Success metrics have evolved, now hinging on **scrolls**, **shares**, and **audience reactions**. **Resonance**, rather than mere reach, stands as the new benchmark—and that resonance thrives on **speed**.
**For PR** practitioners, this transformation necessitates a shift from downstream execution to upstream strategy. The industry is not just a supporter; it demands a seat at the table to actively **shape campaigns**. From platform ideation to multi-channel strategies, communicators emerge as indispensable **creative partners** with a finely tuned skillset that resides at the intersection of **cultural moments** and **technology**.
Co-creation: Letting Talent Be the Storyteller
The compelling insights shared by Kansas City Chiefs tight end and podcast host **Travis Kelce** during a panel at the Amazon Port are worthy of attention: he prefers collaborating with brands that genuinely resonate with him. His brother, **Jason Kelce**, reinforced this notion, noting that their most impactful content arises from **unscripted Instagram Reels** that exude authenticity—rather than feeling like traditional advertisements.
Echoing this sentiment, **Vinny Rinaldi**, Vice President of Media and Marketing Technology at The Hershey Company, emphasized that successful partnerships thrive on **collaboration** and **co-creation**, allowing talent to showcase their true selves.
This approach requires PR professionals to **rethink their strategies**. Earned media can originate from diverse avenues—be it a compelling media pitch, a viral user-generated content (UGC) clip, podcast features, or live events. A PR expert’s role is to encourage authentic brand-talent collaborations, steering clear of over-engineering. When moments naturally resonate, **earned media opportunities** flourish, creating the ideal framework for success.
However, it’s crucial to recognize that excessively polished content may fail to engage effectively.
AI: Shaping, Not Just Using
No discussion at Cannes 2025 could overlook the **impact of Artificial Intelligence**. The narrative surrounding AI has experienced a shift; it’s now being touted as a **creative collaborator** rather than merely a tool for automation. The emergence of terms like “**adversarial agents**” reflects the growing emphasis on not just utilizing AI but also critically **shaping its outputs**.
For communicators, AI represents more than just efficiency; it serves as a tool for **exploration**. It enables teams to rigorously test concepts, refine messaging, and expand creative horizons—providing a nuanced understanding of how content will resonate across various platforms, cultures, and audiences.
Furthermore, AI equips PR teams with the foresight needed to anticipate potential perception risks and craft preemptive narratives before campaign launches. Essentially, it aids in scrutinizing creativity while helping to navigate the unexpected.
The overarching message at Cannes was unequivocal: Move beyond using AI simply as a shortcut. Instead, leverage it as a **strategic partner**—fashioning it, challenging it, and allowing it to extend the boundaries of your creativity.
PR as the Integrators
Cannes 2025 unequivocally underscored one truth: **PR is no longer just an amplifier**; it has redefined itself as the **integrator**. **PR serves as the connective tissue** that unites creative concepts, cultural dialogues, and tangible business value. It influences how brands engage, who they collaborate with, and the trajectory campaigns take through the public sphere.
Ultimately, creativity transcends titles. As Bengi poignantly noted, **creativity is a verb**—a constant action in this evolving landscape of **earned-led innovation**. Today’s communicators are the fluent speakers of this ever-actionable language.
Rachel Heringer is Group Senior Vice President, Marketing at MMC.
