Mumbai: The Cannes Lions International Festival of Creativity, scheduled to take place from 22–26 June 2026, has announced major updates to its Awards ahead of submissions opening in January. Reflecting the evolving role of creativity in driving business and cultural transformation, next year’s Awards will see the launch of the Creative Brand Lion, alongside several refinements across existing categories.
The Creative Brand Lion, debuting in 2026, will recognise the systems, cultures, and capabilities within brands that make world-class creative work inevitable. The new category celebrates organisations that embed creativity deep within their structures, enabling sustained, breakthrough marketing performance.
Simon Cook, CEO, LIONS, said, “For 70 years, we’ve recognised the work and creative outputs that drive demand for brands all around the world. But in 2026, we’re asking a different question: what are the inputs that make those breakthrough ideas possible in the first place? The Lion will recognise the visionary brands that are building the systems, cultures and capabilities that make world-class creative marketing inevitable and repeatable – and the practices that transform creative potential into lasting business impact.
As the industry continues to evolve at pace, and economic uncertainty has intensified focus on creative investment returns, we must shine a spotlight on the brands and businesses that are building the capabilities that allow commercial creativity to thrive. We continue to evolve and adapt the Lions to reflect the rapidly changing industry landscape and recognise the brands that are designing the organisational foundations that will enable and sustain creative marketing that matters – for the future.”
Submissions for the Cannes Lions 2026 Awards will open on 15 January 2026, with several notable updates:
- The Creative Data Lion will undergo a comprehensive refresh, highlighting data’s evolution from an insight tool to a strategic driver of creativity. Entries must now demonstrate how data was integral to both the creative idea and measurable business results.
- The introduction of AI Craft subcategories across craft-led Lions will spotlight work where human artistry and artificial intelligence merge to create innovative outcomes.
- Expanding on Retail Media’s growth as one of 2025’s fastest-rising mediums, new subcategories have been added to the Creative Strategy and Creative Data Lions, recognising innovation in this emerging space.
Marian Brannelly, Global Director of Awards, LIONS, added: “We’re witnessing the industry evolve with data and technology playing a pivotal role in how creativity is used to solve business problems. Data has become a creative catalyst, AI is expanding what’s possible and retail media is redefining how brands connect with consumers. These changes reflect how technology isn’t just supporting creativity, it’s allowing us to conquer new creative frontiers.”
Further information on the 2026 Awards, including details on LIONS Integrity Standards, can be found on the official Cannes Lions website.
Meanwhile, the Call for Content for Cannes Lions 2026 is now open until 31 December 2025, inviting proposals from global voices across the creative ecosystem. Passes for the Festival are also available, with multiple access and funding options for attendees.
