Brands, AI and Independents drive Cannes Lions 2026

The Cannes Lions International Festival of Creativity returns to the Côte d’Azur with a remarkable array of work from around the world up for juror consideration. Underscoring the event’s pre-eminent role as the benchmark for commercial creativity worldwide, 2026 has seen 20,050 awards submissions from 92 countries.

LIONS CEO Simon Cook said entry credibility, results legitimacy and judging integrity remain non-negotiable pillars for recognising creative excellence at LIONS: “We have been working closely with our international community over the last year on what are considered and significant steps,”he said, “and thank everyone for their support, co-operation and leadership. Together, we understand that these strengthened standards are not designed to restrict creativity, but to fortify it — ensuring breakthrough work gets the recognition it deserves, while preserving the integrity that makes the recognition meaningful and enduring.”

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Among highlights in 2026, the presence and influence of brands continues to grow, with 10% of all work submitted by brands this year, up from 8% in 2025. Approximately 400 brands will be on the ground in Cannes, with presence across the dedicated Brand Village, B2B Summit, LIONS Creators and the first LIONS Sport.

Independents — including indie networks — are playing an increasingly significant role

too. This year, independents make up almost a third of all entries and there are more jury presidents representing indie agencies than ever before. The continuing growth of indies is reflected across the broader Festival too, with the introduction of a Challenger Pass, giving independently-owned businesses full Classic pass access.

As in previous years, the 2026 awards programme has evolved, reflecting changing definitions of creativity. At the centre of the latest update is the new Creative Brand Lion, which moves recognition upstream to the conditions that make breakthrough work possible. The Creative Brand Lion Jury will be led by AB InBev global chief marketing officer Marcel Marcondes, bringing together senior brand and creative

leaders from some of the world’s most iconic organisations.

Explaining the thinking behind the new award, Cook 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? This Lion will recognise the visionary brands that are building the systems, cultures and capabilities that make world-class creative marketing inevitable and repeatable.”