Cannes Lions has unveiled the esteemed list of international experts who will evaluate and honor the world’s top creative achievements at the 2025 Festival. Scheduled to take place from June 16 to June 20, 2025, this celebrated event will spotlight exceptional creativity across diverse industries.
This year’s jury is particularly notable for the prominent representation from the United Arab Emirates, signaling the country’s increasing prominence within the global creative sphere. In addition to the UAE’s significant presence, the Cannes Lions jury will feature members from emerging markets such as Côte d’Ivoire and Kazakhstan, marking their first-ever inclusion in the prestigious event. The lineup also boasts the largest-ever participation from Africa, Asia, and the Middle East, underscoring the truly global nature of the creative industry.
Simon Cook, CEO of LIONS, commented, “The Cannes Lions jury plays an essential role in shaping the global standards for creative excellence. This year’s selection gathers some of the most influential leaders in the industry, whose insights will set new benchmarks for creativity. Their collective expertise demonstrates how creative innovation can drive business success and transformation.”
Marian Brannelly, Global Awards Director at LIONS, added, “We’re excited to welcome such an outstanding group of jurors from 52 countries around the world. The inclusion of Côte d’Ivoire and Kazakhstan marks a key milestone for the festival, and the increased representation from Africa, Asia, and the Middle East highlights the event’s global scope. The UAE’s strong presence further reinforces the country’s role in shaping the future of creativity. We look forward to incorporating such diverse voices and perspectives into the process and extend our gratitude to all of the jurors for their hard work and dedication.”
As always, the Cannes Lions Festival continues to serve as a premier platform for celebrating creative excellence. The varied makeup of the 2025 jury reflects the festival’s commitment to fostering global collaboration while recognizing outstanding talent from all corners of the world, with a special focus on the growing influence of the United Arab Emirates in the global creative landscape.
Securing a Lion at the Cannes Lions is not just an accolade—it’s a defining moment in any creative professional’s career, a chance to present your work on a global stage and earn recognition from peers worldwide. For the UAE, the Cannes Lions Festival has served as a vital platform to showcase its growing presence in the global creative arena, achieving significant milestones in the process.
UAE’s Remarkable Achievements at Cannes Lions
Since its debut at the Cannes Lions in 2001, the UAE has continually built upon its creative credentials. With a total of 647 entries submitted over the years, the country has proudly claimed 244 Lions, including 4 prestigious Grand Prix awards.
The first Lion for the UAE was awarded in 2005, marking the beginning of its ascent in global creative recognition. The following year, the UAE earned a Gold Press Lion for the “Paperclip” campaign by Tonic Communications, created for Sony.
A major achievement came in 2019, when the UAE won its first Grand Prix award. The campaign “The Blank Edition,” created by Impact BBDO for An-Nahar, took home the coveted Print & Publishing Grand Prix, underlining the UAE’s increasing influence in the global creative industry.
UAE’s Growing Presence on Cannes Lions Juries
The UAE has also played a pivotal role in the Cannes Lions jury process. Since 1954, 112 individuals from the UAE have contributed to Cannes Lions juries, with two of them having the honor of serving as Jury Presidents.
Kerry Platts made history in 2007 as the first UAE juror, participating in the Direct Lions category. Later, in 2023, Ali Rez became the first person from the UAE to serve as Jury President for the Print & Publishing Lions, cementing the country’s leadership position in global creative decision-making.
Some of the representatives from the UAE in the 2025 Cannes Lions line-up:
Supporting Emerging Talent and Industry Growth
Cannes Lions has always placed a strong emphasis on nurturing emerging talent, and the UAE is no exception. The Equity, Representation, and Accessibility (ERA) Programme, an initiative launched by LIONS, is designed to enhance diversity within the creative community. For 2025, the program will allocate €2 million in complimentary festival passes, with a focus on supporting communities from the Global South.
The See It Be It program is another important initiative that creates space for women and non-binary creatives in the industry. Since its inception in 2010, creatives from the UAE have been involved in this transformative program. In 2025, Kyra Matthews, Associate Creative Director (Copy) from the UAE & India, will participate, contributing to the ongoing pursuit of gender equality in the creative sector.
Rising Stars from the UAE
The UAE has also proven to be a hotbed for rising talent. The Young Lions Competition, which challenges young creatives from across the globe, offers a platform to showcase their skills on the international stage. Since its inception in 1995, the UAE has seen 3 teams win Gold, Silver, or Bronze awards in this prestigious competition.
The LIONS Academies have been instrumental in shaping the careers of young talent. Since 2003, 26 students from the UAE have participated in these academies, which provide a mix of inspiring classroom sessions, mentorship from industry leaders, and hands-on learning experiences.
The Brand Marketers Academy and Creative Academy have also contributed to the professional development of UAE-based talents. The Brand Marketers Academy has graduated 4 UAE alumni, while the Creative Academy has seen 8 alumni from the UAE refine their skills and elevate their careers.
The Roger Hatchuel Student Academy, designed to help students pursuing creative careers in advertising, has helped launch the careers of 14 students from the UAE.
Key Figures Shaping the Future of UAE’s Creative Success
Several key figures have played a crucial role in advancing the UAE’s influence at Cannes Lions. Simon Cook, CEO of LIONS, has been at the forefront of the organization’s growth over the past decade, leading the development of new awards and expanding LIONS’ reach beyond its flagship event. His passion for creativity and business excellence has driven Cannes Lions to new heights.
Thea Skelton, VP of Festivals at LIONS, brings a wealth of experience from her previous role managing Dubai Lynx, the MENA region’s sister festival to Cannes Lions. Her commitment to creating meaningful experiences through events underscores the value of creativity in business.
Marian Brannelly, Global Director of Awards at LIONS, has been instrumental in reshaping the Cannes Lions awards over the years. Her work across the global creative marketing community has helped identify emerging trends and drive innovation. Marian has also championed initiatives like See It Be It, empowering women and non-binary individuals within the creative sector.
Looking to the Future: UAE’s Continued Impact at Cannes Lions
As the Cannes Lions Festival gears up for its 2025 edition, the UAE’s role in the global creative industry continues to expand. With a rich history of accomplishments and a firm commitment to supporting the next generation of talent, the UAE is poised to strengthen its position as a global creative leader.
Through programs that promote diversity, elevate young talent, and advocate for gender equality, the UAE is ensuring that its influence in the global creative community will only continue to grow, leaving an indelible mark on the industry for years to come.
The United Arab Emirates will be represented this year by:
- Audio & Radio Lions: Leila Katrib | Global Executive Creative Director, Incubeta, Global
- Brand Experience & Activation Lions: Natalie Shardan | Managing Partner, Serviceplan Middle East, UAE
- Creative Business Transformation Lions: Fabio Silveira | Managing Director, Havas, Middle East
- Creative Data Lions: Karim ElFiqi | SVP and Chief Marketing Officer, PepsiCo, Africa, Middle East, and South Asia
- Creative Effectiveness Lions: Dani Richa | Group Chairman, Impact BBDO, UAE
- Design Lions: Dida Atassi | Managing Director, Creative Account Lead for Design & Digital Products, Accenture Song, UAE
- Digital Craft Lions: Paulo Engler | Senior Creative Director and Head of Art, FP7 McCann, UAE
- Direct Lions: Aricio Fortes | Chief Creative Officer, VML, UAE
- Film Lions: Manasvi Gosalia | Executive Producer, Dejavu, UAE
- Health & Wellness Lions: João Camacho | Executive Creative Director, Saatchi Wellness ME, KSA and Turkey, MEA
- Industry Craft Lions: Lara Assouad | Executive Creative Director, Landor, Middle East
- Innovation Lions: Seyoan Vela | Chief Creative Officer, Livingroom/LRDXB, MENA
- Media Lions: Ramzy Abouchacra | Media Practice President, Dentsu, MENA
- Pharma Lions: Alok Gadkar | CEO and Chief Creative Officer, Tuesday, UAE
- PR Lions: Khaled AlShehhi | Executive Director of Marketing and Communication, UAE Government Media Office, UAE
- Sustainable Development Goals Lions: Vidya Manmohan | Founder and Chief Creative Officer, V4Good, Global
