MadTech Staff

PART 2: Cannes Lions 2025 Predictions – Industry Leaders on the Festival’s Future

Industry leaders predict Cannes Lions 2025 will spotlight AI’s practical impact, the fusion of creativity and performance, and the rise of connected TV and commerce media—all underpinned by a renewed focus on brand purpose and sustainability. The festival will define how technology and humanity converge in marketing’s future.

Cannes Lions 2025: Where AI, Creativity, and Purpose Collide

At Cannes Lions 2025, the intersection of AI, creativity, and purpose reshaped the future of advertising. From AI-powered storytelling to campaigns built around cultural impact, this year’s festival proved that innovation and intention are now inseparable in award-winning creative work.

Experimentation is Imperative if British Businesses are to Compete

Charlotte Bass, Associate Director at Hotwire, argues British brands must break free from cautious legacy mindsets and embrace experimentation to compete globally. Writing after SXSW London, Bass urges UK businesses to act fast, test early, and rethink risk — before slower innovation cycles leave them behind on the world stage.

Frida Uncensored Launches in the UK to Break Women’s Health Taboos

Frida has launched Frida Uncensored in the UK, a bold campaign spotlighting real, uncensored women’s health. From c-section scars to mental health realities, Frida challenges censorship with a new digital resource hub, a paid casting call for real stories, and a striking OOH campaign across London, aiming to rewrite the narrative around birth.

adam&eveDDB London Names Tom Ghiden Managing Director, Strengthening Creative Leadership and “Feeling First” Philosophy

adam&eveDDB London appoints Tom Ghiden as Managing Director, reinforcing its leadership team and “Feeling First” creative philosophy. Ghiden brings award-winning experience from JOAN London and top brands, marking a new chapter for the UK’s renowned creative agency.

Müller FRijj Launches “Just Feel the Urjj” Campaign: Bold, Humorous Milkshake Marketing for Gen Z Men

Müller FRijj’s new “Just feel the Urjj” campaign, created by VCCP, brings bold, humorous energy to the milkshake market. Targeting Gen Z men, it offers a fun escape from daily pressures, shaking up influencer culture and ready-to-drink trends.

Almost 800 million cookies from the UK found on the dark web, NordVPN reveals

The UK ranks 27th globally in a massive cookie data leak, with nearly 800 million browser cookies exposed — 66.5 million of them still active. NordVPN’s 2025 study reveals how cybercriminals exploit these digital footprints, raising urgent concerns over malware, session hijacking, and online privacy vulnerabilities.

Wimbledon Launches 2025 Campaign exploring the Mental Toll of Centre Court Pressure

The All England Lawn Tennis Club has launched its 2025 campaign with the new global brand platform, There is only one Wimbledon. A cinematic trailer created by VCCP visualises the psychological and physical challenges of competing at tennis’s most iconic tournament, featuring champions like Alcaraz, Hewett, and Krejcikova.