LinkedIn is returning to Cannes Lions 2025, reinforcing its position as “the essential platform for B2B marketers,” according to Danielle Damiano Medeiros, who is among the key people leading LinkedIn’s global event strategy. 

This year, the company is expanding its footprint with a new LinkedIn Studio on the Croisette, creating a dedicated space for creator-led content and VIP engagement.

“We’re driving long-term revenue by deepening relationships with key customers and decision makers through targeted meetings, curated moments, and high-impact ancillary events,” Medeiros states in the latest episode of LinkedIn’s “Collective Conversation.”

With AI and storytelling serving as central themes of Cannes Lions 2025, LinkedIn is implementing these elements throughout its presence. The company is introducing an AI-powered interactive quiz at its creator activation, matching attendees with content creator personas and providing tailored video prompts to simplify on-site content creation.

Additional AI applications include real-time content distillation from LinkedIn’s programming, giving attendees instant access to shareable insights. Adobe will partner with LinkedIn on-site, showcasing Express tools and video templates to streamline content creation and editing processes.

Brand Consistency with Local Influence

As Medeiros shares, LinkedIn’s Cannes strategy balances global brand identity with local inspiration. The 2025 design incorporates Mediterranean aesthetics, including sunrise shapes, wave patterns, and coastal hues, while adopting a Matisse-inspired visual approach with bold color blocking.

“Every detail from our invitations and signage to stage design and tablescapes is intentionally crafted to create this premium, cohesive experience, but is still unmistakably LinkedIn,” Medeiros explains.

The event’s execution involves months of preparation and coordination across teams. “From signage matrix to napkin texture to lighting hues and fabrics used, nothing is random,” says Medeiros. “It’s the coordination of hundreds of decisions across cross-functional teams, creative partners, production crews, and getting leadership alignment.”

LinkedIn partners with The Bait Shoppe for the third consecutive year to elevate its presence while maintaining brand consistency.

The Cannes Lions International Festival of Creativity’s 2025 program will highlight five key themes: innovation, insights and trends, creative excellence, talent and culture, and creative impact. Scheduled from June 16 to 20, the event will feature over 100 sessions across multiple venues within The Palais, including the Lumière Theatre, Rotonde Stage, and Terrace.

B2B Event Marketing Applications

For marketers with limited resources, Medeiros advises thinking “big but purposefully” when designing event experiences. She recommends starting with a clear purpose, investing in the right agency partners, prioritizing visual identity and details, and creating simple engagement opportunities for attendees.

LinkedIn’s Cannes Lions presence aligns with broader industry trends, as 75% of B2B businesses now use LinkedIn influencers in their marketing strategies, according to The Influencer Marketing Factory. 

The platform’s Thought Leader Ads demonstrate performance improvements, including a 62% decrease in cost-per-click and a 23% reduction in cost-per-lead over traditional advertising.