The Cannes Lions International Festival of Creativity has announced a series of updates to its Awards lineup ahead of opening for submissions in January 2026. The changes have included the introduction of a new accolade, the Creative Brand Lion, designed to honour brands that have built systems, cultures, and capabilities enabling consistent creative excellence.
The new Lion, launching at the 2026 edition of the Festival, has been introduced to recognise the foundational elements that drive breakthrough ideas and long-term creative success. The organisers have said the award will spotlight visionary brands that integrate creativity into their organisational DNA and foster conditions where innovative marketing can thrive sustainably.
Cannes Lions has also made several category updates across existing awards. The Creative Data Lion has undergone a comprehensive refresh to reflect data’s evolved role, shifting from merely informing creative decisions to driving creative strategy and measurable business impact from inception.
In line with rapid technological advancements, AI Craft subcategories have been added across craft-led Lions. These will honour work where human creativity and artificial intelligence have come together to create ideas that neither could achieve alone, with an emphasis on artistry, intent, and authenticity.
Recognising retail media’s rise as one of 2025’s fastest-growing advertising mediums, new subcategories have also been added to the Creative Strategy and Creative Data Lions to capture the innovation emerging in that space.
“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,” said Simon Cook, CEO, LIONS.
“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,” he added.
“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.”
