On the Ground at Cannes: There’s always a certain kind of energy on the ground at Cannes. But this year, it feels as much like a reckoning with what creativity must become as it is a celebration of a year of groundbreaking work. Yes, we’re honoring culture-shifting campaigns. But more than that, we’re witnessing a recalibration of what it means to build brands through creativity that must stay ahead of the times.

I’ll admit I arrived in Cannes feeling a bit dazed and confused by the state of the world. I wasn’t sure what I’d take away from the sea of experts and sessions ahead. But from the moment I stepped onto the Croisette and into the Palais, I felt creativity begin to work its way in—offering perspective, energy and solutions to the uncertainty surrounding us all.

Every conversation circles a similar tension: how do we lead brands through a world that’s constantly shifting—technologically, culturally and emotionally—while staying grounded in purpose and connection?

Some are waiting for change to catch up through legislation, regulation or policy. But that takes time. Creativity doesn’t sit still. It’s raring to go. It’s the lever we can pull now—every single day—to evolve brands in real-time. And what I’m hearing over and over again is this: creativity must evolve. And fast.

That’s what makes this week so powerful. For 51 weeks of the year, we’re heads down—delivering, adjusting, moving fast. But here at Cannes, we get to zoom out, reconnect with our craft and remember why we chose this industry—whether it was two years ago or twenty. We focus on the work and how to continually improve it.

And I’m picking up patterns from those doing just that. Not with theory, but with action:

💡 Bold ideas come from belief, not budget. I’ve seen this cut across industries at the start of the week: the best creative work isn’t born from excess—it’s born from conviction and a sharp understanding of audience signals. Think smart, scalable and sustainable campaigns that stay true to the brand, reward instinct and have the courage to do things differently.

💡 Creativity is being operationalized. It’s built into how decisions get made, not just how campaigns get launched. Ideas are judged by clarity, not polish. Four-slide pitch decks that cut to the a-ha. Weekly 15-minute concept reviews that favor momentum.

💡 Speed is essential. Culture moves fast—and brands that matter are keeping pace or setting a new one altogether. They’re doing it with confidence, not chaos. That’s the counter to the uncertainty we all operate in. The strongest brand teams are structured to act on signals, make real-time calls and adapt quickly.

💡 The human spark still matters. AI is everywhere—and rightfully so. But the best leaders are asking grounded questions: how does this make our message more human, more trusted, more meaningful? One tactic I’m hearing is the use dual of AI agents—one protagonist, one antagonist—to challenge assumptions and reveal underlying tension. But here’s the thing: AI is only as powerful as the brand instincts behind it. That comes from our own experience. From our earned best practices. From riding out moments like this before.

💡 Boldness is back. Brands making moves are giving themselves permission to leave the expected path and go the unexpected way. There’s a renewed focus on the 70/30 model—where 70% of energy goes to what’s proven, the tried and tested strategies, and 30% to the wild cards, the innovative and experimental approaches. If it hits, it scales. If it doesn’t, it teaches. The tried and true doesn’t work anymore—and pretending it does only adds to the uncertainty.

💡 Let your community lead. Your audience is your voice. In uncertain times, let them speak for you. They bring clarity. They bring joy. And when they do, give it back.

What’s becoming clear is this: creativity isn’t being managed. It’s being embedded—as a core function in how teams operate, how leaders lead and how decisions get made when the answer isn’t obvious. Creatives are more than makers—we are trusted counselors, translating signals into the work that keeps brands stable in the chaos. And in uncertain times, creativity becomes more than a differentiator. It becomes a stabilizer. A spark. A strategy.

If the kickoff of Cannes is any indication, the brands that thrive next won’t be the ones with the flashiest message. They’ll be the ones with the clearest voice, the fastest reflexes and the courage to build what’s next before someone else does.

Get More From Cannes: How Cultural Connections Build Brand Credibility | What Will You Build Together With Creators? | Earned Media Attention Breaks Through

Jim Joseph is FleishmanHillard’s global head of brand impact, responsible for leading global brand business across B2B, B2C and B2G audiences, leveraging communications to enable commerce and business outcomes for the agency’s clients. He is a member of FleishmanHIllard’s Global Executive Advisory.