Unpacking the Lions: Key themes emerging from the 2025 Cannes media jury
Fresh from judging the 2025 Cannes Media Lions, Aimee Buchanan, WPP Media’s local CEO, reflects on the incredible work she encountered, and highlights some key themes that jumped out from the pack.
It’s important to appreciate the sheer scale of the task.
Our journey began with over 2,000 entries from 67 countries, with each judge reviewing 600 submissions before even arriving in Cannes. Once there, our jury of nine faced a rigorous process: narrowing 277 entries to 213 on day one, then to a shortlist of 66 for awards on day two. Day three saw us refine that to 33 silver and gold, then 13 gold, culminating in the selection of the Grand Prix. It was an exhaustive, yet incredibly rewarding, deep dive into media creativity and innovation.
Our guiding principles for media excellence
Before the judging commenced, our jury connected remotely to establish a shared understanding of what truly defines award-winning media. We aligned on the following core criteria:
