Retail and commerce media were everywhere at the 2025 Cannes Lions International Festival of Creativity.
For the first time, Cannes introduced a bespoke award category for retail media, solidifying its position as one of the most dynamic and fast-growing areas in advertising.
Retail Media’s Reckoning
In a sharp take from ADWEEK, Kathryn Lundstrom, Commerce & Sustainability Editor, noted:
“Heading into Cannes, retail media faces a reckoning.”
With advertisers demanding more operational agility in response to fast-moving market dynamics (like tariff changes), retail media has entered a pivotal moment. And yet, it continues to shine—growing 15% year-over-year, making it a rare bright spot across the broader media landscape, according to the report.
Retail Media at the Awards
2025 marked the debut of the retail media category at Cannes Lions, and the winning campaigns offered a compelling case for creativity that drives commerce:
Gold in Media: Uruguayan grocer Ta-Ta and VML connected reusable bag usage to loyalty data—resulting in a 62% spike in registered customers and a 92% drop in bag sales.
Silver in Media: Ziploc and VML allowed shoppers to redeem expired coupons if Ziploc was in their cart, leading to a 14% increase in new buyers.
Bronze in Media: Vogels, a New Zealand bread brand, placed stickers on toasters in-store and out-of-home, increasing bread sales by 64% and toaster sales by 8%.
More on this from EMARKETER.
Retail Media Headlines at Cannes
A wave of new launches and partnerships signaled just how central commerce media has become to the future of advertising, Retail TouchPoints reported:
WhatsApp introduced media products allowing brands to push subscription messages within the app.
Marriott Media officially launched, enabling brands to connect with 237M+ Bonvoy members across 9,500+ properties.
CVS Media Exchange announced a Reddit partnership to unlock first-party targeting.
Amazon is integrating with Roku’s CTV platform.
Instacart and Pinterest teamed up to make Pinterest ads shoppable.
DoorDash acquired Symbiosys and introduced new off-site AI tools.
Uber launched an in-house creative studio and expanded ride sponsorships, Lyft will also allow sponsored rides and sponsorship of it’s in-app map.
Google launched a new Commerce Media Suite, integrating Search Ads 360, DV360, and Google Ads.
SMG on the Ground at Cannes
We were proud to show up in force and contribute to the growing conversation around the future of commerce media.
Reinventing Retail Media
On the T-Mobile Advertising Solutions stage, Sean Crawford, Managing Director for North America, joined a panel focused on how we move the industry forward. He made the case for SMG’s in-store-first approach and emphasized the importance of delivering contextual, full-journey shopper experiences.
Rebalancing Data and Creativity
At Maison New Digital Age, Rosie Houston, UK MD of Retail Partnerships, highlighted the potential of shared progress:
“Retail media is complex—but what struck me most is the shared commitment to figure it out together. The appetite to rebalance the relationship between data and creativity was palpable.”
Getting Real About Growth
At ADWEEKHOUSE, SMG’s Chief Strategy Officer Katie Streeter Hurle joined the “Targeting Remix” panel.
Retail media is projected for major growth, but the reality is harder. Budgets are tight, expectations are rising, and it’s no longer enough to ‘have’ a network. Real success demands insight, creativity, and new models that drive actual outcomes.
Hitmakers at Cannes
In partnership with MAD//Fest, we brought together 50+ trailblazers across the industry to celebrate commerce media’s progress and potential. We’re grateful to all who joined for cocktails, canapés, and a fresh perspective on what’s next.
Winning Networks’ Strategies
Ollie Shayer, Senior Director of Global Strategy & Innovation, led a conversation with Gabi Schneider, Kinective Media by United Airlines, Jon Beill, ASDA, and Lucia Mastroamauro, Deliveroo on what defines success for a commerce media network—differentiation, AI enablement, and customer-centric design all took center stage.
SMG POV: What We’re Taking With Us
A few reflections from Ollie Shayer on where the industry is headed next:
1. From Hype to How
AI was ever-present—but the tone has shifted. The focus now is on how it enables performance, scale, and differentiation, not just novelty.
2. Collaboration Is the Catalyst
Commerce media was part of nearly every conversation. The energy around collaboration—between brands, platforms, and media owners—was palpable.
3. Simplicity Will Win
As commerce media gets more complex, the people and platforms that succeed will be those that make it simple to plan, activate, and measure in one place.
“This chapter is the tough one,” Chief Strategy Officer Katie Streeter Hurle added. “Growth is expected, but delivering it now takes more than presence—it requires performance.”