My debut at the Cannes Lions International Festival of Creativity made one thing clear almost immediately: this is not just a festival. It is where decades of creativity, business thinking, culture, technology and human insight come together.

Walking through Cannes, you can feel it everywhere. The streets are alive with conversations about ideas, almost like meeting rooms in offices. The cafés are big networking hubs. 

The day began with an inspiring session from AB InBev’s global CMO, Marcel Marcondes, the ‘Creative Marketer of the Year’. 

Five of his lessons stood out:

• Dream big, be humble.
• Solve business and consumer problems.
• Consistency is underrated.
• Go beyond advertising and create experiences.
• Technology enables, but this remains a human business.

Such simple lessons, yet powerful reminders that great work is built over years, not quarters.

I followed that by attending a fascinating conversation featuring Eddy Cue from Apple and legendary producer Jerry Bruckheimer. Listening to leaders who have shaped culture through technology, entertainment and storytelling was a masterclass in long-term thinking.

Just before the start of the session, I met a group of global students and a professor, and we got talking. Not only did they recognise Good Ads Matter, but they also shared how valuable the platform has become to the advertising ecosystem. They showcase the work on Good Ads Matter in the classrooms. Hearing that in Cannes, thousands of kilometres from home, was both humbling and energising.

Another session that deeply resonated with me was ‘100 Years of Publicis: Celebrating Creativity Made in France.’

Listening to Maurice Lévy (former CEO, Publicis Groupe) and Arthur Sadoun (current CEO, Publicis Groupe) reflect on a century of Publicis was a reminder that truly great companies are built differently. They have the courage to take bold creative bets while maintaining the discipline required to survive and grow over decades.

In a world obsessed with short-term results, it was inspiring to see how creativity and business sustainability are not opposing forces. The strongest organisations find a way to do both.

What strikes me most about Cannes is the generosity of knowledge here. Every session feels like years of experience compressed into a single hour. Every conversation opens a new perspective.

Beyond the conference itself, France has been incredibly welcoming. The coastline is beautiful, the culture is rich, and there is a deep respect for creativity, craft and ideas.

As I reflect on day one, four themes stand out:

• Be bold.
• Think long term.
• Serve the community.
• Be human at the beginning and the end, with tech in the centre.

The week has just begun, but already the learning has been extraordinary.

(The author is founder, Good Ads Matter and Purpose Studios.)