Cannes Lions has revealed the esteemed list of global experts who will be responsible for judging and rewarding the best creative works from around the world at the 2025 Festival. Taking place from June 16 to June 20, 2025, the event will spotlight the most innovative and outstanding achievements in creativity.
This year’s jury lineup stands out with an impressive representation from the United Arab Emirates, further showcasing the growing influence of the region in the global creative landscape. Along with the UAE’s strong presence, the Cannes Lions jury will also feature representatives from other emerging markets, including Côte d’Ivoire and Kazakhstan, marking their first-ever participation in the prestigious jury. In addition, the jury boasts the largest-ever representation from Africa, Asia, and the Middle East, emphasizing the global diversity within the creative industry.
Simon Cook, CEO of LIONS, commented, “The Cannes Lions jury plays a pivotal role in setting a global benchmark for creative excellence. This year, we have assembled some of the most respected and accomplished talents in the industry. Their expertise will help shape the creative standards that continue to drive our sector forward, while showcasing the transformative power of creativity in fueling business growth and innovation.”
Marian Brannelly, Global Awards Director at LIONS, added, “We are honored to bring together such a distinguished group of jury members from 52 markets worldwide. This includes the historic inclusion of representatives from Côte d’Ivoire and Kazakhstan, as well as the largest-ever representation from Africa, Asia, and the Middle East. The UAE’s strong presence within the jury highlights the growing importance of the region in shaping the future of creativity. We are excited to bring this wealth of diverse voices and perspectives into the judging rooms, and we thank all our jurors for their dedication and attention to detail throughout the process.”
The Cannes Lions Festival continues to be a driving force for creativity, and the diverse makeup of the 2025 jury underscores the event’s commitment to fostering global collaboration and recognizing excellence in creative talent from all corners of the globe, with a notable spotlight on the United Arab Emirates.
Winning a Lion at Cannes Lions is more than just a recognition—it’s a career-defining moment, a chance to showcase your work to the world, and an opportunity to earn deserved recognition from global peers. For the UAE, the Cannes Lions Festival has been a platform to establish itself as a creative powerhouse, marking significant milestones in its journey towards global acclaim.
UAE’s Impressive Track Record at Cannes Lions
Since the UAE’s first participation in Cannes Lions in 2001, the country has made remarkable strides in the creative industry. With 647 total entries submitted to the festival, the UAE has proudly won 244 Lions, including 4 Grand Prix awards.
The UAE’s first Lion was awarded in 2005, marking the beginning of the nation’s successful journey in global creativity. The following year, the UAE won a Gold Press Lion for the “Paperclip” campaign by Tonic Communications, created for Sony.
In 2019, the UAE achieved another significant milestone by securing its first Grand Prix. The campaign “The Blank Edition,” created by Impact BBDO for An-Nahar, won the prestigious Print & Publishing Grand Prix, showcasing the UAE’s growing influence in the global creative industry.
Notable UAE Representation on Cannes Lions Juries
The UAE has also made its mark in the judging panels of Cannes Lions. Since 1954, 112 individuals from the UAE have served on various Cannes Lions Juries, with two notable figures serving as Jury Presidents.
Kerry Platts became the first UAE juror in 2007, participating in the Direct Lions category. Later, in 2023, Ali Rez made history as the first UAE Jury President, leading the Print & Publishing Lions. These accomplishments reflect the UAE’s increasing recognition and leadership in global creative decision-making.
Some of the representatives from the UAE in the 2025 Cannes Lions line-up:
Support for Emerging Talent and Industry Growth
Cannes Lions has long supported emerging talent from all corners of the globe. The festival has introduced several initiatives to support underrepresented communities and accelerate careers in the creative industry. One such initiative is the Equity, Representation, and Accessibility (ERA) Programme, which allocates €2 million worth of complimentary Festival passes to underrepresented groups, particularly from the Global South.
The See It Be It programme is another important initiative that promotes gender equality in the creative industry by empowering women and non-binary creatives. Since its launch in 2010, the UAE has been actively involved in this programme. In 2025, Kyra Matthews, Associate Creative Director (Copy) from the UAE & India, will join the ranks of inspiring creatives benefiting from this initiative.
Celebrating Young Talent from the UAE
The UAE has also seen its young creatives shine on the global stage. The Young Lions Competition challenges young talents from around the world, offering them a chance to showcase their creativity. Since its inception in 1995, the UAE has proudly secured 3 Gold, Silver, or Bronze awards in this competition.
The LIONS Academies also play a crucial role in developing the next generation of leaders in the creative industry. Since 2003, 26 UAE students have participated in the Academies, which combine inspiring classroom sessions, coaching from industry legends, and hands-on learning.
In addition, the Brand Marketers Academy and Creative Academy have seen talented UAE alumni make their mark. The Brand Marketers Academy is for bold brand innovators, and four UAE alumni have graduated from the program. Meanwhile, eight UAE alumni have participated in the Creative Academy, which helps aspiring creatives elevate their careers.
Finally, the Roger Hatchuel Student Academy has provided a unique learning experience for 14 students from the UAE, helping them kickstart their careers in advertising.
Key Figures Behind the UAE’s Creative Success
Several key figures have played an integral role in shaping the direction of the Cannes Lions festival and its continued success.
Simon Cook, CEO of LIONS, has been at the helm of the organization for over a decade, leading the development of new awards and expanding LIONS beyond the flagship event. His deep passion for creativity has been a driving force behind the festival’s success.
Thea Skelton, VP Festivals at LIONS, brings a wealth of experience in managing large-scale events, including her previous role at Dubai Lynx. Her belief in the transformative power of creativity has made her an essential figure in the global events space.
Marian Brannelly, Global Director of Awards at LIONS, has played a pivotal role in transforming the Cannes Lions awards. With a decade of experience in the creative marketing industry, Marian has been instrumental in spearheading initiatives such as See It Be It, empowering women and non-binary individuals in the creative sector.
Looking Forward: The UAE’s Continued Growth at Cannes Lions
As the Cannes Lions Festival heads into its 2025 edition, the UAE’s presence continues to expand, reinforcing its status as a leader in global creative excellence. With a rich history of success and a clear commitment to supporting emerging talent, the UAE is poised to further solidify its place at the forefront of the global creative industry, making history at every turn.
Through initiatives that champion diversity, young talent, and gender equality, the UAE is making a lasting impact on the creative world, ensuring that the country remains a major player in the international creative community for years to come.
The United Arab Emirates will be represented this year by:
Audio & Radio Lions: Leila Katrib | Global Executive Creative Director, Incubeta, Global
Brand Experience & Activation Lions: Natalie Shardan | Managing Partner, Serviceplan Middle East, UAE
Creative Business Transformation Lions: Fabio Silveira | Managing Director, Havas, Middle East
Creative Data Lions: Karim ElFiqi | SVP and Chief Marketing Officer, PepsiCo, Africa, Middle East, and South Asia
Creative Effectiveness Lions: Dani Richa | Group Chairman, Impact BBDO, UAE
Design Lions: Dida Atassi | Managing Director, Creative Account Lead for Design & Digital Products, Accenture Song, UAE
Digital Craft Lions: Paulo Engler | Senior Creative Director and Head of Art, FP7 McCann, UAE
Direct Lions: Aricio Fortes | Chief Creative Officer, VML, UAE
Film Lions: Manasvi Gosalia | Executive Producer, Dejavu, UAE
Health & Wellness Lions: João Camacho | Executive Creative Director, Saatchi Wellness ME, KSA and Turkey, MEA
Industry Craft Lions: Lara Assouad | Executive Creative Director, Landor, Middle East
Innovation Lions: Seyoan Vela | Chief Creative Officer, Livingroom/LRDXB, MENA
Media Lions: Ramzy Abouchacra | Media Practice President, Dentsu, MENA
Pharma Lions: Alok Gadkar | CEO and Chief Creative Officer, Tuesday, UAE
PR Lions: Khaled AlShehhi | Executive Director of Marketing and Communication, UAE Government Media Office, UAE
Sustainable Development Goals Lions: Vidya Manmohan | Founder and Chief Creative Officer, V4Good, Global
