Each year, Cannes Lions sets the tone for where creativity, media and communications are headed. It’s not just an Adland festival, it’s a compass for how the biggest names in communications are approaching storytelling, technology, leadership and strategy. And this year, there’s a whole lot to unpack. The AI conversation has matured, trust is back on the agenda and earned-first thinking is having a moment. As a recruitment partner to the comms industry, we’re breaking down the themes that matter most for PR, marketing, and brand leaders, plus what they mean for talent and hiring.
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AI is here, but human creativity still leads.
AI dominated panels and product launches at Cannes, but the tone was different this year. Less handwringing, more nuance. Creative leaders talked less about disruption and more about partnership: how AI can augment, not replace, human creativity. “AI can’t replace artists, but it can power commercial art,” said Sun Yi, founder of Night Owls. Major campaigns showed off the potential of GenAI tools. But more than that, they served as a reminder that creative direction, emotional storytelling and brand trust remain distinctly human domains. For PR professionals, this means embracing the tools, but staying grounded in insight, empathy and editorial craft. The takeaway for hiring within the industry here is clear: candidates who can work cross-functionally with AI tools, without losing sight of tone, brand integrity and creative strategy, are becoming increasingly valuable.
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Earned-first is back, and it’s delivering real impact.
One of the clearest trends this year? A return to the power of earned media. Purpose-driven, problem-solving campaigns — like the Indian Railways’ ‘Lucky Yatra’ activation — cut through by focusing on relevance, not reach. Jury feedback across categories highlighted the value of campaigns that earn attention through cultural insight and action, not performance marketing alone. For PR leaders, it’s an overdue reminder that earned media isn’t an afterthought, it’s where trust begins. This will no doubt lead to higher demand for senior comms talent who can blend PR instincts with brand, creative and digital expertise, especially those who know how to build long-term earned campaigns that scale.
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Trust and transparency are the new creative currency.
In a year where AI appeared in almost every conversation, trust was the underlying theme. Audiences want real stories from real people. At Axios’s Cannes panel, CMOs and brand leaders agreed: trust and cultural authenticity are what cut through the noise. And this isn’t just consumer-side. B2B brands are paying attention too. The call for comms professionals to take on more strategic ownership of brand voice, risk, and reputation has never been louder. Communications leaders with a strong editorial mindset and the ability to navigate ethical, social, and reputational nuance are rising in value, especially as trust becomes a measurable business asset.
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The rise of the Creator CEO
One subtle, but significant shift? The growing expectation that founders and senior leaders develop a public profile. It’s not about becoming an influencer online. It’s about showing up in the right conversations, in the right tone. For comms professionals, that means shaping executive visibility, building trust-driven content strategies, and supporting leadership to be present in their communities, not just on company channels, but on personal ones, too. PRs who can ghostwrite, shape voice, show up professionally on LinkedIn, and manage thought leadership programs are increasingly vital in both agency and in-house teams.
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Communications and marketing are converging
As marketing teams struggle to adapt to rapid tech shifts, comms professionals are being asked to bring clarity, confidence, and narrative structure to the table. From brand safety to cultural relevance, communicators are no longer just supporting the message, they’re helping shape the business direction. On our side, we’re seeing increased hiring demand for integrated roles that span brand, reputation, and internal comms. And a premium placed on those who can manage across stakeholder groups with a strategic voice.
What this all means for the future of communications teams
The picture that emerged from Cannes Lions this year is one of transformation and recalibration. AI is being integrated, but not idolised. Earned media is back, but with new expectations. And communicators are being called on to lead, not follow.
For hiring managers, that means looking beyond traditional skillsets and towards talent that is:
- Fluent in the tools of AI, but not reliant on them
- Able to write and lead with clarity, confidence and nuance
- Comfortable with ambiguity and fast change
- Curious, culturally literate and comfortable showing up
At Hanson Search, we specialise in communications recruitment and are already seeing this reflected in briefs: a growing desire for hybrid comms/brand talent, for strategic operators with editorial flair, and for leaders who can future-proof teams in a rapidly evolving landscape. The most valuable comms talent today blends creativity, tech literacy and trust-building at their core. And if Cannes 2025 is any indication, the industry is ready to invest in that.
To continue the conversation, or chat about how we could support your communications hiring strategy in 2025, get in touch.
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