Cannes Lions Launches Creative Brand Lion for 2026
New Creative Brand Lion will reward organisational systems over individual campaigns—plus AI craft categories and retail media expansion
Next year’s Cannes Lions Festival of Creativity is doing something different. Instead of just celebrating the work, it’s targeting the brands that create the conditions for great work to happen.
The Creative Brand Lion, launching in 2026, will spotlight companies that have built the internal systems, cultures and capabilities to consistently produce world-class marketing. It’s a recognition that in 2025, with AI tools everywhere and marketing technology getting more complex, how you’re set up matters as much as what you make.
“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.”
Simon Cook, CEO of LIONS
There are other changes coming when submissions open on 15 January. The Creative Data Lion is getting overhauled to reflect how data has moved from infrastructure to creative strategy. Entries will need to show data was essential to both the idea and the business result.
AI gets its own craft subcategories across the craft-led Lions. The focus is on work where human creativity and AI combine to create something neither could do alone—augmentation rather than replacement.
And retail media, which has exploded over the past year, now gets subcategories in both Creative Strategy and Creative Data Lions.
“We’re witnessing the industry evolve with data and technology playing a pivotal role in how creativity is used to solve business problems. Data has become a creative catalyst, AI is skyrocketing 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 what’s possible and retail media is redefining how brands connect with consumers.”
Marian Brannelly, Global Director of Awards at LIONS
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.
Our coverage of Cannes Lions 2025 can be found here.
