The Cannes Lions International Festival of Creativity has announced the launch of a new award—the Creative Brand Lion—set to debut in 2026. This new category aims to recognise brands that have built the systems, cultures, and capabilities to enable world-class creativity consistently across their organisations.

The introduction of the Creative Brand Lion marks a shift in focus for the festival, from simply celebrating creative outputs to honouring the foundations that make breakthrough ideas possible. The award will spotlight visionary brands that weave creativity into their organisational DNA and create conditions where innovation and creative excellence can thrive sustainably.

“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?” said Simon Cook, CEO, LIONS.

“This Lion will celebrate the brands building systems, cultures, and capabilities that make world-class creative marketing inevitable and repeatable — and the practices that turn creative potential into lasting business impact.”

Cook added that as the industry evolves and economic uncertainty sharpens the focus on creative ROI, it’s critical to highlight the companies investing in the structures that allow creative marketing to thrive.

Updates to Existing Categories

Alongside the introduction of the Creative Brand Lion, Cannes Lions has announced several updates across its existing awards lineup:

• Creative Data Lion: Undergoing a major refresh to reflect data’s evolved role—from informing creative ideas to driving strategy and measurable business outcomes from inception.
• AI Craft: New subcategories will be introduced across craft-led Lions, honouring work where human creativity and artificial intelligence combine to produce results neither could achieve alone. Entries will be judged on artistry, authenticity, and creative intent.
• Retail Media: Recognising the rise of retail media as one of 2025’s fastest-growing advertising channels, new subcategories have been added within the Creative Strategy and Creative Data Lions to capture innovation in this emerging space.

“We’re witnessing the industry evolve with data and technology playing a pivotal role in how creativity solves business problems,” said Marian Brannelly, Global Director of Awards, LIONS.

“Data has become a creative catalyst, AI is expanding what’s possible, and retail media is redefining how brands connect with consumers. These updates recognise that technology isn’t just supporting creativity—it’s helping us explore entirely new creative frontiers.”

The 2026 Cannes Lions Festival will open for submissions in January 2026, with the introduction of the Creative Brand Lion marking a significant evolution in how the festival celebrates creativity—not just as an output, but as an organisational capability driving long-term business impact.