Cannes Lions introduces the Creative Brand Lion

Launching in 2026, the Lion will recognise the systems, cultures and capabilities of brands that make world-class work inevitable. The Cannes Lions International Festival of Creativity has announced updates to the Awards. Next year’s Awards will continue to recognise breakthrough creativity with the introduction of the Creative Brand Lion.

About the Creative Brand Lion, 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.”