Your all-in-one recap of HAQM Ads at Cannes Lions 2025
June 20, 2025
The Cannes Lions International Festival of Creativity has set the stage for groundbreaking ideas, cutting-edge innovations, and creative collaborations for decades. HAQM showcased its expertise in storytelling, technology, and full-funnel advertising solutions during its exclusive programming at HAQM Port, on the Forum Stage, and beyond. Here’s a recap of HAQM’s highlights and announcements from the festival.
What HAQM Ads announced at Cannes Lions 2025
HAQM Ads made three major announcements this week. First, an expanded partnership with Roku, broadening advertiser access through HAQM DSP. Second, new HAQM Live signals are available in HAQM Marketing Cloud (AMC), enabling brands to optimize shoppable content more effectively. Third, HAQM Ads and Disney announced an integration that connects Disney's advertising platform (DRAX) with HAQM DSP. These advancements underscore HAQM’s commitment to elevating brands through interactive and measurable advertising solutions.
Claire Paull, Vice President of Global Marketing, HAQM Ads, on the Forum Stage with Yaw Owusu, Isaac Baley, and Elliot Pigram in Cannes, France on June 16, 2025.
(Photo courtesy of Cannes Lions 2025 Festival)
On the Forum Stage, HAQM Ads unveiled its new study, “Beyond the Generational Divide,” during an interactive, game-show-style session that debunked common stereotypes and challenged traditional age-based marketing. Instead, experts such as HAQM’s own Claire Paull, Vice President of Global Marketing at HAQM Ads, encouraged brands to shift toward interest-based marketing to foster deeper connections.
Highlights from day one
Storytelling took Center Stage at HAQM Port. Jamie Lee Curtis and Sue Kroll, Head of Global Marketing at HAQM MGM Studios, shared insights during the session “Storytelling that wins hearts and minds.” The key takeaway? Emotional, authentic narratives that align with brand values are essential to connecting with modern audiences.
Actress, producer, author, and activist Jamie Lee Curtis and Sue Kroll, Head of Global Marketing at HAQM MGM Studios, on the HAQM Port stage in June 2025.
(Photo by Christian Roy & Blaise Tassou for HAQM Ads)
The day continued with “Mic drop moment: The new era of podcast advertising,” highlighting the evolution of podcast advertising. With nearly 60% of Wondery listeners including podcasts in their daily routines, brands are leveraging the intimate medium to create impactful moments with customers. Meanwhile, the final session of the day, “Advertising in the retail-tainment era,” explored the rise of shoppable formats and creator-led campaigns. Wayne Purboo, Vice President of HAQM Shopping Video, emphasized how engaging storytelling from creators drives powerful conversions in today’s age of retail-tainment.
Highlights from day two
The second day at Cannes Lions shifted the spotlight to the convergence of sports, marketing, and technology. During the session, “Changing the game: Sports in the streaming era,” Prime Video leaders shared how advancements like HAQM’s low-latency streaming technology, Sye, are reshaping fan experiences. Real-time stats, interactivity, and seamless ad integration make sports advertising an immersive, natural part of the game.
Jared Stacy, Vice President of Global Live Production at Prime Video, joined by Rob Reilly, Global Chief Creative Officer at WPP, along with Prime Video analysts Blake Griffin and Dirk Nowitzki, and NBA on Prime host Taylor Rooks on the HAQM Port stage in June 2025.
(Photo by Christian Roy & Blaise Tassou for HAQM Ads)
The afternoon took a heartfelt turn with the second session of the day, “GOATs beyond the game.” Legends Blake Griffin and Dirk Nowitzki demonstrated how athletes fueling community engagement can create authentic partnerships with brands. These collaborations offer fans deeper connections and brands unmatched loyalty. Closing the day, “From sidelines to headlines: The power of women’s sports” highlighted the incredible momentum of women’s sports. Danielle Carney, Head of US Video and Sports Sales at HAQM Ads, outlined how the rise of women’s sports presents a revenue-driving opportunity for brands ready to connect authentically with their audiences.
Highlights from day three
Co-creation and cultural relevance were the theme of day three at HAQM Port, with a focus on partnerships that build trust and amplify authenticity. Sessions like “Evolving your brand through the ages” combined HAQM Ads research with real-world case studies to show how properties like Prime Video's Fallout adaptation captured a multigenerational audience. The message was clear: tuning into shared passions while maintaining bold creativity generates extraordinary results.
Jo Shoesmith, Global Chief Creative Officer at HAQM, is joined by Twitch streamer Kai Cenat and Maverick Carter, Co-CEO of Fulwell Entertainment, on the HAQM Port stage in June 2025.
(Photo by Christian Roy & Blaise Tassou for HAQM Ads)
HAQM Ads made a strong case for co-creation with creators, highlighting influencers as vital partners in crafting campaigns that evolve beyond traditional formats during its second session of the day, “A seat at the table: The power of co-creation.” With insights from creators like Twitch streamer Kai Cenat, the session demonstrated how creative partnerships can elevate brands into cultural phenomena.
One of the biggest highlights of the day was HAQM’s CEO, Andy Jassy, taking the Cannes Lions stage to share HAQM's philosophy of continuous innovation and customer obsession—and accept the festival's "Media Person of the Year" award. Read more about his debut on the Palais.
Highlights from day four
The closing day continued the celebration of connection, collaboration, and brand innovation with one final session on the Plaza Stage at HAQM Port. “Leveraging nostalgia for brand relevancy,” moderated by Carly Zipp, Global Director of Brand Marketing at HAQM Ads, explored nostalgia as an emotional lever that transcends generations and drives modern-day brand relevance.
Carly Zipp, Global Director of Brand Marketing at HAQM Ads, is joined by Sofia Colantropo, Chief Marketing Officer at Omnicom Media Group; Faby Torres, Chief Marketing Officer at Gap; and Leah Kateb, Creative entrepreneur and media trailblazer on the HAQM Port Stage on June 19, 2025.
(Photo by Christian Roy & Blaise Tassou for HAQM Ads)
The panel highlighted key strategies for using nostalgia effectively, from reimagining iconic campaigns to working with creators who embody the essence of cherished past eras. Sofia Colantropo, Chief Marketing Officer at Omnicom Media Group, emphasized, "It's important to think about nostalgia through the lens of multi-generational appeal, and how brands achieve that. I think there are a couple of things that we look for. Of course, you're going to want to lean in and embrace the memory and the timelessness of the brand, but you can't ignore what's happening with your customer and where their interests lie in this moment. So, where are they already really leaned in? I think it's about being able to couple those things."
The discussion then shifted to how brands are successfully activating through nostalgia. Faby Torres, Chief Marketing Officer at Gap, shared insights on Gap's approach to revamping classics, stating, "The '90s were very present for some of us, but they're important for a lot of Gen Z consumers too. You don't always have to refer to the '90s, but some visual cues and fashion trends work as long as it doesn't feel old. Nostalgic is very different from vintage. Vintage in clothing is super cool. Vintage in marketing is not. That's when you get old, when it feels like these guys are stuck. Hopefully, you don't feel like we're stuck. We're trying to make sure that we're on a journey to reinvigorate the brand, and we feel that is happening."
With nostalgia fueling consumers’ sense of community, creative entrepreneur and media trailblazer Leah Kateb shared how she transforms viewers into the engaged communities, “I love the word community, because these people, like you guys, watched me every day for every hour, you know, and it really does feel like a family. I don't like calling my supporters fans because it really does feel like these are my friends, and this is my community. So for me, I think just being able to speak with them. I DM everybody back all the time. I reply to comments all the time. Just being able to [have] human-to-human interactions [is important].”
Throughout the discussion, panelists offered actionable tips, ending with a compelling takeaway from Carly Zipp that summed it all up perfectly: "I think the idea that brands can lean into personalization and authenticity to really allow for the feeling of nostalgia and connection to a brand and its creators is what truly drives the success of consumer purchase behavior."
Looking ahead
From the rise of shoppable ads in retail-tainment to AI-powered enhancements in sports streaming, HAQM Ads demonstrated how creativity and technology are shaping the way brands connect with their audiences. Whether it’s adaptive storytelling, innovative co-creation, or a seamless advertising funnel, HAQM is paving the future of customer engagement.