The Cannes Lions International Festival of Creativity has announced the introduction of a new award category – the Creative Brand Lion, set to debut at its 2026 edition. The new accolade aims to recognise brands that build the systems, cultures, and capabilities enabling world-class creative marketing.
“For 70 years, we’ve celebrated the creative outputs that fuel brand demand globally. But in 2026, we’re shifting focus to the inputs – the foundations that make those breakthrough ideas possible,” said Simon Cook, CEO, LIONS.
He added, “This Lion will honour visionary brands creating environments where creative excellence becomes inevitable and repeatable, transforming creative potential into lasting business impact.”
Cook also noted that amid rapid industry evolution and increasing scrutiny on creative investment returns, it has become essential to acknowledge brands that are strategically nurturing creativity as a sustainable business advantage.
The 2026 Cannes Lions Festival will take place from 22–26 June 2026, with submissions opening on 15 January 2026. Alongside the new Creative Brand Lion, several award categories will be updated to reflect how creativity continues to reshape business and culture worldwide.
The Creative Data Lion will undergo a major revamp to recognise how data has evolved from merely informing creative decisions to actively driving creative strategy. Entries will need to show how data played a central role in shaping ideas and delivering measurable business outcomes.
Additionally, new AI Craft subcategories will be introduced across craft-led Lions to celebrate work that merges human artistry with artificial intelligence – showcasing how both can collaborate to produce ideas beyond what either could achieve alone. These categories will emphasise intent, innovation, and craftsmanship in the use of AI.
With retail media emerging as a fast-growing advertising channel, new subcategories have also been added to the Creative Strategy and Creative Data Lions to highlight innovation in this rapidly expanding space.
“We’re witnessing creativity evolve alongside technology, with data and AI playing central roles in solving business challenges,” said Marian Brannelly, Global Director of Awards, LIONS.
“Data is now a creative catalyst, AI is expanding what’s possible, and retail media is redefining how brands connect with consumers. These updates reflect how technology isn’t just supporting creativity – it’s pushing it into entirely new frontiers.”
