FT Sessions at

CANNES LIONS

The new rules of creativity

24 June | In-Person Only

Nikkei FT Teahouse, Cannes | #FTCannesLions

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Presented by

Official Partner

How can brands stay relevant, competitive and memorable?

The rules of creativity are being rewritten. In a world shaped by geopolitical uncertainty, fast-moving technology and shifting consumer expectations, the old playbooks for brand building and storytelling no longer apply. Pressure isn’t stifling creativity, it’s sharpening it.

Join senior marketers, brand leaders and cultural voices for a focused, high-impact session on what this moment demands of creativity and where the biggest opportunities now lie. From women’s sport as a powerful growth engine for brands, to the risks and rewards of activism, to whether AI is amplifying or destroying creative work, we’ll explore how brands can stay relevant, competitive and memorable.

In a week overflowing with content, this curated session gives you the insights and actionable takeaways you need – in one room, in one afternoon. Hosted by the Financial Times, one of the world’s leading news organisations, it brings editorial rigour, global perspective and independent analysis to the conversations shaping the future of creativity.

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Hear about the three forces rewriting the rules of creativity

Women’s Sport

As audiences surge and investment accelerates, brands are discovering that women’s sport offers far more than sponsorship visibility, it’s a platform for cultural relevance, storytelling and long-term brand growth.

Creative AI

Generative AI is reshaping how ideas are developed, produced and scaled. But as algorithms enter the creative process, marketers face a critical question: what remains uniquely human?

Brand Activism

Consumers increasingly expect brands to speak out on social and political issues. The challenge for marketers is knowing when activism strengthens trust, and when it risks backlash.

See the agenda