Launching in 2026, the Lion will recognise the systems, cultures and capabilities of brands that make world-class work inevitable
Other updates to the Awards include refocused categories in the Creative Data Lions; the addition of a new AI Craft subcategory; and an expansion of Retail Media
12 November 2025 – The Cannes Lions International Festival of Creativity, taking place 22-26 June 2026, has announced updates to the Awards ahead of opening for submissions in January. As commercial creativity continues to reshape business and culture globally, next year’s Awards will continue to recognise breakthrough creativity with the introduction of the Creative Brand Lion, as well as a number of evolutions across the breadth of the Lions.
About the Creative Brand Lion, Simon Cook, CEO, LIONS, said: “For 70 years, we’ve recognised the work and creative outputs that drive demand for brands all around the world.
But in 2026, we’re asking a different question: what are the inputs that make those breakthrough ideas possible in the first place? The Lion will recognise the visionary brands that are building the systems, cultures and capabilities that make world-class creative marketing inevitable and repeatable – and the practices that transform creative potential into lasting business impact.
“As the industry continues to evolve at pace, and economic uncertainty has intensified focus on creative investment returns, we must shine a spotlight on the brands and businesses that are building the capabilities that allow commercial creativity to thrive. We continue to evolve and adapt the Lions to reflect the rapidly changing industry landscape and recognise the brands that are designing the organisational foundations that will enable and sustain creative marketing that matters – for the future.”
With submissions into the Cannes Lions Awards opening on 15 January 2026, further changes to the Awards have also been announced today. The Creative Data Lion gets a comprehensive refresh to reflect how data’s role has evolved from informing creative decisions to driving Information Classification: General
creative strategy from inception. Entries must show how data was essential to both the core idea and its measurable business impact.
The introduction of AI Craft subcategories across the craft-led Lions will recognise work where human creativity and artificial intelligence come together to create ideas that neither could achieve alone. The focus is on recognising genuine craft, artistry and intent, where AI works in service of the idea. And following retail media’s trajectory as 2025’s fastest-growing medium, new subcategories have been introduced into the Creative Strategy and Creative Data Lions to reflect the breadth of innovation happening in the space.
“We’re witnessing the industry evolve with data and technology playing a pivotal role in how creativity is used to solve business problems,” said Marian Brannelly, Global Director of Awards, LIONS. “Data has become a creative catalyst, AI is expanding what’s possible and retail media is redefining how brands connect with consumers. These changes reflect how technology isn’t just supporting creativity, it’s allowing us to conquer new creative frontiers.”
Further information on the 2026 Awards, including dates and an update on progress around the LIONS Integrity Standards, can be found here.
In other areas of the Festival, the Cannes Lions Call for Content is now open with applications accepted until 31 December 2025. Proposals are welcome from anyone, anywhere, and all applications to speak onstage should be made via the dedicated content portal. Further information can be found here.
Passes for Cannes Lions 2026 are now available, and more details on the variety of options available, including funded opportunities, can be found here.
About LIONS
LIONS is the global platform that champions creativity and marketing effectiveness for growth. We help businesses grow through creative marketing that matters. We know that creativity can and should be applied across the full marketing mix. Creativity is an impactful business driver – and when it’s integrated with a culture of effectiveness, it’s a competitive advantage.
Backed by over 150 years of experience and evidence, Cannes Lions, WARC, Effie, Contagious and Acuity – provides the global marketing industry with the definitive benchmarks, intelligence, training and tailored advice needed to grow. LIONS is part of Informa PLC. www.lions.co
About Informa
Informa PLC is a leading international B2B events, digital services and academic research group. We champion specialists. Through hundreds of market-leading brands, we connect people with knowledge so they can learn more, know more and do more. We operate in over 30 countries and serve businesses and professionals working in over a dozen specialist markets. Informa is listed on the London Stock Exchange and is a member of the FTSE 100. www.informa.com Information Classification: General