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In a striking and symbolic moment at Cannes Lions 2025, the current and former heads of the world’s most powerful advertising holding companies — Omnicom, Publicis Groupe, Interpublic Group (IPG), Havas, and WPP, were captured together in one frame. The image featured John Wren (Chairman and CEO, Omnicom), Maurice Lévy (Chairman Emeritus, Publicis Groupe), Philippe Krakowsky (CEO, IPG), Yannick Bolloré (Chairman and CEO, Havas), and Mark Read (CEO, WPP), standing shoulder to shoulder at a time when the advertising world is undergoing profound structural change.

The rare gathering of these topmost leaders arrives amidst one of the most pivotal moments in recent advertising history.

Read more:<a href="https://www.storyboard18.com/how-it-works/with-cci-nod-omnicoms-acquisition-of-ipg-gains-momentum-but-not-without-roadblocks-ahead-68829.htm"> With CCI nod, Omnicom's acquisition of IPG gains momentum, but not without roadblocks ahead</a>


The much talked about and ongoing merger deal between IPG and Omnicom, which recently received Competition Commission of India (CCI) approval in India, has now cleared antitrust scrutiny in 10 of the 20 key global markets. However, the path ahead remains complex, with major regulatory approvals still pending in the United States, Australia, European Union, and the United Kingdom. If completed, the merger would reshape the global media and creative landscape, creating the largest advertising entity by revenue and forcing a reevaluation of client relationships and agency dynamics. The deal, valued at approximately $30 billion, will result in a combined entity with an estimated $65 billion in global media billings, making it the largest advertising network in the world by revenue. The merger was approved by shareholders during a vote held in March, marking a significant step toward the finalization of the takeover.

Read more: <a href="https://www.storyboard18.com/advertising/wpp-india-organizing-the-big-five-creative-media-digital-data-and-delivery-69615.htm">WPP India: Organizing the Big Five - creative, media, digital, data and delivery</a>


At the same time, WPP is deep into an ambitious restructuring exercise, consolidating its agency brands and centralizing operations to become more agile and integrated. WPP CEO Mark Read, who has announced his decision to step down by the end of this year, has spoken candidly in recent months about the need to “simplify WPP’s offering” in order to stay competitive in a market increasingly defined by technology, data, and AI-led creativity. It is also to be noted that in 2025, WPP has already lost its crown as the world’s largest ad network, with major clients like Coca-Cola and Paramount walking away. All this while when employees revolted against Read’s rigid return-to-office policy. In addition, shareholder pressure has been mounting as WPP’s market cap sank to a four-year low.

Meanwhile, Publicis Groupe — under the strategic guidance of its longtime visionary Maurice Lévy and current leadership — continues to double down on its “Power of One” model, combining creative, media, and tech capabilities under one roof. In line with the same, Publicis Groupe recently merged two of its most influential agencies — Leo Burnett and Publicis Worldwide — into a single entity known as Leo. This consolidation is designed to tackle the evolving demands of global brands, 'offering innovative solutions rooted in creativity, personalized content, and connected brand experiences'.


Read more: <a href="https://www.storyboard18.com/advertising/publicis-groupe-merges-leo-burnett-with-publicis-worldwide-agencies-to-create-leo-53374.htm">Publicis Groupe merges Leo Burnett with Publicis Worldwide agencies to create Leo</a>


Havas, led by Bolloré, remains focused on growing its integrated village model, and has been expanding aggressively into new markets and verticals. Speaking at recently held 'Storyboard18 Marquee Nights', Bolloré reaffirmed the company’s commitment to its acquisition-led growth strategy. 


Read more: <a href="https://www.storyboard18.com/agency-news/we-will-continue-acquisition-led-strategy-in-india-havas-ceo-yannick-bollore-68490.htm">We will continue acquisition-led strategy in India: Havas Chairman and CEO Yannick Bolloré</a>


The visual of these five leaders together at Cannes comes not only as a show of camaraderie but also as a reflection of the global industry’s current state of flux. Consolidations, layoffs, leadership reshuffles, and the encroachment of consulting and tech players have forced holding companies to rethink their structures, services, and relevance in a rapidly evolving digital economy.

This moment of unity, captured at the Cannes Lions Festival of Creativity, sends a powerful message: the giants of advertising are not only aware of the tectonic shifts under their feet — they are actively confronting them. Whether through mergers, restructures, or reinvention of agency models, the industry’s leaders are navigating a new world where size alone is no longer a guarantee of success, and where collaboration, convergence, and clarity of vision will define the future.


Read more: <a href="https://www.storyboard18.com/advertising/consolidation-or-collision-how-ad-lands-mergers-create-crisis-of-overlapping-of-leadership-roles-68180.htm">Consolidation or Collision? How ad land’s mergers create crisis of overlapping of leadership roles</a>


As Cannes Lions 2025 continues to spotlight creativity and innovation, the presence of these leaders in one frame highlights a parallel narrative of an industry in transformation, and of legacy institutions adapting to stay ahead.



Show of Unity: Top leaders of Omnicom, Publicis, IPG, Havas and WPP together at Cannes Lions 2025

In a digital age where thumbs scroll faster than thoughts and eye contact is practically vintage, KitKat's "Phone Break" campaign came in like a chocolatey slap to our screen-addicted faces. And it worked. 

Not only did it resonate globally - it won the Czech Republic its first-ever Grand Prix at the Cannes Lions International Festival of Creativity.

Launched in April 2025 by VML Czechia, the campaign reimagined the iconic "Have a break, have a KitKat" line - without actually saying it.

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Instead, it showed it, by literally replacing smartphones with KitKats in outdoor ads. No text. No CTAs. Just deliciously awkward moments where people looked longingly at what appeared to be their phones... only they were clutching a KitKat bar.

<strong>Insight</strong>

We're all guilty of being phone zombies. Research cited by the team behind the campaign revealed that the average person spends nearly 4 hours a day on their phone. And despite being hyperconnected, most people report feeling more relaxed and recharged when they go offline. KitKat simply took this insight and ran with it - all the way to the streets, not the screens.

<strong>The Twist</strong>

In world drowning in digital campaigns, KitKat ditched digital altogether. No Instagram reels. No TikTok filters. No paid influencers. Just old-school billboards and posters. 

And the irony? That analog approach cut through because it wasn't fighting for space in your feed - it confronted you IRL (in real life).

And here's the design mic-drop moment: smartphones and KitKat bars are the same shape. That simple physical similarity turned into a massive visual punchline. Because when you look at your phone 300 times a day, seeing someone fondling a KitKat like it's a device triggers something primal, "Wait... do I need a break?"

<strong>Results</strong>

Without a cent spent on digital media, "Phone Break" made noise the old-fashioned way. It was picked up by major creative publications like Muse by Clio, LBB, and Adweek, generating over 2.6 million online impressions.

More importantly, it reminded a hyperconnected world to look up - preferably while chewing chocolate.

And it made history. The Czech Republic, never before on Cannes Lions' Grand Prix scoreboard, now has its name etched among advertising's elite, thanks to this delightfully subversive twist on a 68-year old slogan.

<img src="https://images.storyboard18.com/storyboard18/2025/06/VML-Czechia-2025-06-43f5238c0867be545b93eec85bcc17df-1024x576.jpg" alt="" width="750" height="422" class="alignnone size-large wp-image-70613" />

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/advertising/watch-cannes-lions-2025-winners-from-day-1-publishing-audio-outdoor-and-more-70579.htm">WATCH: Cannes Lions 2025 winners from Day 1; Publishing, Audio, Outdoor and more</a>

Cannes Lions Grand Prix Spotlight: KitKat swapped smartphones for chocolate - and it was brilliant

The Cannes Lions International Festival of Creativity, which began on June 16th, announced the winners of the Health & Wellness, Outdoor, Pharma, Print & Publishing and Audio & Radio Lions.


Simon Cook, chief executive officer, LIONS, said, “It’s always an exciting moment when we see the results of our Juries’ hard work in establishing the global creative benchmark. We’re seeing work that not only pushes creative boundaries but also demonstrates the tangible impact creativity can have on business and society. Thank you to all our Jurors for their commitment, time and expertise in selecting the ideas that truly move the industry forward.”


In the Pharma Lions, from 305 entries received, nine Lions were awarded: One Gold, three Silver, four Bronze Lions. The Jury awarded the Grand Prix to ‘Make Love Last - Bedroom’, for Viatris, by Ogilvy, Shanghai. The work sees Viagra, a brand that supports four hours of lasting intimacy, collaborate with a renowned artist to explore the intimacy stories of couples.


Pharma Lions Jury President Franklin Williams, executive vice president, executive experience director, AREA 23, an IPG Health company, USA, commented, “This piece stood out by saying everything without needing to say a word. Its long-exposure technique delivered intimacy and product benefit with breathtaking subtlety, turning regulation into creative opportunity. Beautifully crafted and emotionally resonant, it made a pharmaceutical brand feel deeply human. For me, it was a bold yet quiet masterclass in storytelling and an unforgettable example of how craft can carry meaning.”


In the Health & Wellness Lions, from 1169 entries received, 33 Lions were awarded: Six Gold, 11 Silver, 15 Bronze. The Grand Prix went to ‘Vaseline Verified’, for Unilever, by Ogilvy, Singapore, which saw Vaseline scientists take viral hacks to the lab to test them. The campaign officially verified (or debunked) hacks through science, with findings shared directly with creators.


Commenting on the Grand Prix winner, Health & Wellness jury president Eric Weisberg, global chief creative officer, Havas Health Network, Global, said, “People run toward light and away from darkness. With health misinformation becoming a global emergency, we found a bright light in 'Vaseline Verified' – —our Grand Prix winner. This work proves how creativity, joy, science, and influencer culture can powerfully unite to fight false narratives, educate, and transform lives.”


The Lions Health and United Nations Grand Prix for Good went to ‘The Best Place In The World To Have Herpes’, for New Zealand Herpes Foundation, FINCH, Sydney / Motion Sickness, Auckland / NZ Herpes Foundation, Auckland. Featuring a first-of-its-kind ‘Herpes Destigmatisation Course’, a global ranking system underpinned by live data, this campaign took an unusual approach to reducing herpes stigma – framing it as the key to restoring New Zealand’s diminished sense of national pride.


Jury president, David Ohana, chief communications and marketing officer, United Nations Foundation, said, "This year’s Lions Health Grand Prix for Good unabashedly uses humor to tackle a challenging subject and stigmatization. Forget doom & gloom, there’s enough of that already to go around. Our 2025 awardee took a taboo topic and turned it on its head - showing that with a great strategy, a big bold crazy idea (…can only imagine the pitch…), and humor for days, that anything is possible. Brilliant."


The Audio & Radio Lions, received 714 entries, and 21 Lions were awarded: Three Gold, eight Silver, nine Bronze and the Grand Prix that went to ‘One Second Ads’, for Budweiser, by Africa Creative DDB, São Paulo. Budweiser created a series of ads just 1 second long, featuring only the first notes of the world’s most iconic songs. Fans were then challenged to guess the songs on social media.


Audio & Radio Jury President, Xolisa Dyeshana, chief creative officer, Joe Public, Africa and Middle East, said, “Budweiser’s ‘1 Second Ads’ campaign was exceptionally creative, insightful, and fresh. It resonated with the brand, the medium, and most importantly, the target audience. It was an audio-first idea that couldn’t have been pulled off without the power of sound. The execution was flawless, and it achieved the ultimate goal of all communication: keeping people coming back for more.”


In the Print & Publishing Lions, with 769 entries received, 23 Lions were awarded: Four Gold, eight Silver, 10 Bronze. The Grand Prix went to ‘Price Packs’, for PENNY, by Serviceplan, Munich, which saw PENNY launch bold, price-focused packaging designed to leverage its reputation for affordability, focusing its packaging entirely on price.


Print & Publishing Jury President Icaro Doria, president and chief creative officer, DM9, Brazil, said, “Price Packs is print, is publishing, is packaging and is a point of view! A massive brand statement and commitment to their customers printed on paper for people to see, hold and take it home. We were all deeply impressed with the simplicity, the elegance, the courage and, well, the prices too!”


From 2001 entries received for the Outdoor Lions, 57 Lions were awarded, Nine Gold, 19 Silver, 27 Bronze. There were two Grands Prix awarded within the Outdoor Lions this year. The first went to KitKat for the ‘Phone Break’ campaign – ‘Crowd’, ‘Public Transport’, ‘Street’, VML, Prague – signalling the Czech Republic’s first Grand Prix. 


The campaign recreated familiar public moments – commuters waiting, pedestrians scrolling, friends looking at screens instead of each other – and swapped the phones with KitKats, triggering the iconic line “Have a break, have a KitKat”.


About the work, Outdoor Lions Jury President, Keka Morelle, chief creative officer LATAM, Ogilvy, LATAM, said, “Masterclass in Outdoor. Without words or logos, it communicates a strong message through a beautifully crafted image. It captures the moment we’re living in, reinforces the brand’s concept, and immediately sparks reflection, holding up a mirror to our screen addiction.”


The second Grand Prix was awarded to ‘Olympic Games Opening Ceremony Paris 2024’, for Paris 2024, by Paname 24, Paris / AUDITOIRE, Paris / Double 2, Paris / OBO, Paris / Havas Paris / Havas Events Paris. The creative vision reimagined what an Olympic ceremony could be by taking it out of a stadium and into the heart of Paris. By transforming the Seine into a 6-kilometre stage, it created an immersive experience that embodied France's fundamental values of “Liberty, Equality, Fraternity”.


Commenting on the second Grand Prix this year, Morelle said, “It’s bold, unforgettable, and a clear reminder of the limitless power of Outdoor. This work redefines public space as a platform not just for visibility, but for meaning, where brand values meet cultural relevance. This is how Outdoor should be seen: expansive, emotional, and essential to authentic brand expression in today’s world.”


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/cannes-lions-2025-india-wins-7-silver-ogilvy-talented-fcb-among-winners-70524.htm">Cannes Lions 2025: India wins 2 Gold, 7 Silver & Bronze Lions; Ogilvy, Havas, Talented, FCB among winners</a> 

WATCH: Cannes Lions 2025 winners from Day 1; Publishing, Audio, Outdoor and more

The Cannes Lions International Festival of Creativity received 26,900 award submissions for its 2025 edition, a marginal increase of less than 1 percent from the previous year. While overall growth remained tepid, several categories registered strong gains. 

Award categories that posted growth reflect shifting priorities within the advertising and marketing industries. The Strategy Track — which includes Creative Strategy and Creative Effectiveness — notched its fifth consecutive year of expansion, rising 10 percent. The Glass: Lion for Change, now in its 10th year, saw submissions surge 53 percent, indicating a broader industry commitment to tackling systemic and intersectional social issues.

Design Lions entries climbed 17 percent following a redefinition of the category to spotlight strategic and behavioral design. Submissions in Creative B2B rose 13 percent, while the Entertainment Lions for Sport increased by 15 percent, underscoring how creativity is increasingly driving performance in traditionally metrics-heavy sectors.

The newly broadened Social & Creator Lions drew strong interest, with 18 percent of entries coming from new sub-categories focused on influencer marketing and creator-led campaigns.

“The submissions this year reveal a shift in how creativity is being harnessed for meaningful change for both business and society,” said Marian Brannelly, global director of awards at Cannes Lions. “We’re seeing record growth in categories that demand measurable impact — whether that’s design thinking reshaping user experiences or strategic work tied to tangible business results. The data reflects an industry in transition, embracing creator-driven models, independent agency innovation, and a deeper focus on social relevance and transformation.”

<a href="https://www.storyboard18.com/advertising/cannes-lions-sees-global-surge-in-creativity-but-no-mention-of-india-in-growth-narrative-70335.htm">Read more: Cannes Lions sees global surge in creativity - but no mention of India in growth narrative</a>

Independent advertising agencies contributed significantly to the festival’s entry pool, with submissions from indie shops climbing 18 percent year over year. The rise comes amid growing sentiment that independent firms offer greater creative freedom and job security than larger holding companies such as WPP or Omnicom.

Still, the modest uptick in entries masks a broader contraction in the festival’s scale. Submissions remain 38 percent below their 2016 peak of 43,101 entries, a decline shaped by changing industry priorities, rising entry fees, awards program structure, retired categories, a pandemic and growing skepticism toward the value of awards.

India has submitted 982 entries to the 2025 Cannes Lions International Festival of Creativity, continuing an upward trend from 826 entries in 2024. The previous years saw 806 submissions in 2023, 921 in 2022, 699 during the combined 2020/21 cycle, and 1,053 in 2019 — the last pre-pandemic peak.



A decade after its peak, Cannes Lions entries are down 38 percent

At the 72nd edition of the Cannes Lions International Festival of Creativity, Indian agencies walked away with nine coveted Lions. The wins spanned three major categories — Outdoor, Health & Wellness, Print & Publishing and Pharma — with a total haul of one Gold, two Silver Lions and three Bronze Lions in Outdoor, one Gold in the Print & Publishing category, and one Silver Lion each in the Health & Wellness and Pharma categories.

In the Outdoor category, five campaigns emerged victorious. FCB India earned a Bronze and a Gold for its campaign Lucky Yatra developed for Indian Railways. Ogilvy Mumbai secured Bronze Lions for Brooke Bond Taj Mahal Tea’s Chai Bansuri, created for Unilever, and Vi Guardian Beads for Vodafone Idea. 


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Two Silver Lions were awarded to Talented, Bangalore, for Nature Shapes Britannia, a campaign for Britannia Industries, and to FCB Kinnect for Too Yumm to Cheer!, created for snack brand Too Yumm!


In the Print & Publishing category, Ink of Democracy for the Times of India by Havas, Mumbai walked away with a Gold Lion.


In the Health & Wellness segment, Naga Saint Eye, developed by Godrej Creative Lab for the Eyebetes Foundation, received a Silver Lion. The Pharma category saw Lowe Lintas, Mumbai, take home a Silver for Dawai Reader, a campaign for Alkem Laboratories.


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“Winning at Cannes is always special — it means your work has cut through on the world's biggest creative stage,” said Dheeraj Sinha, Group Chief Executive Officer, FCB India and South Asia. He called the accolades for Lucky Yatra and Too Yumm! a “proud moment,” noting the diversity of categories as a reflection of the agency’s creative momentum.

“It’s not just about individual campaigns; it’s about a culture of creativity that encourages bold thinking and real impact,” he added.



“It’s an extremely gratifying feeling, to be opening our Lions tally on day one of Cannes, with work for two of our most iconic brands - Taj Mahal Tea and Vodafone-Idea (Vi). It’s great to see both brands carrying on their winning ways from last year, now with Chai Bansuri and Number Rakshak.  A big shout out to all our teams at Ogilvy and our partners who have strived to push excellence on these pieces of work, along with all our fantastic clients!”, stated Kainaz Karmakar, Harshad Rajadhyaksha, and Sukesh Nayak, CCOs, Ogilvy India. 


India submitted 982 entries to this year’s festival, an increase from 826 last year. The country secured 22 shortlists across four categories — Outdoor, Health & Wellness, Pharma, and Print & Publishing — reinforcing its widening footprint at one of the world’s most prestigious advertising showcases.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/cannes-lions-sees-global-surge-in-creativity-but-no-mention-of-india-in-growth-narrative-70335.htm">Cannes Lions sees global surge in creativity - but no mention of India in growth narrative</a> 

Cannes Lions 2025: India wins 2 Gold, 7 Silver & Bronze Lions; Ogilvy, Havas, Talented, FCB among winners

CANNES 2025