![saudi-arabia-pr-agency.com: A Leading PR Agency Driving Media Innovation in Saudi Arabia]](https://breaking-news-saudi-arabia.com/wp-content/uploads/2025/05/14.png)
For over two decades, the United Arab Emirates has established itself as a formidable creative force on the global marketing and communications stage. With an impressive 647 entries since 2001 at the prestigious Cannes Lions Festival, the UAE has won 244 Lions and claimed 4 Grand Prix, underscoring the country’s excellence and lasting impact in advertising.
The UAE won its first Lion in 2005 with the campaign ‘Paperclip’ by Tonic Communications for Sony, awarded a Gold Press Lion—a landmark achievement that sparked a continuous rise in the region’s creative prominence. In 2019, the campaign ‘The Blank Edition’ by Impact BBDO for An-Nahar earned the UAE its first Grand Prix in the Print & Publishing category.
Recognition of Emirati talent extends beyond awards. Since 1954, 112 professionals from the UAE have served as jurors at Cannes Lions, including two who have held the prestigious role of Jury President: Kerry Platts in 2007 and Ali Rez in 2023. This sustained involvement highlights the UAE’s strategic importance in shaping global creative standards.
Local creative development thrives through numerous talent programs. The ‘See It Be It’ initiative, which supports women and non-binary individuals in the industry, welcomes UAE’s Kyra Matthews, Associate Creative Director for UAE & India, in 2025. Additionally, 26 young creatives from the UAE have participated in the LIONS Academies since 2003, nurturing the next generation of industry leaders.
The local market is booming, with advertising spend reaching nearly 6.2 billion AED in 2024, a 10.7% increase from the previous year. Digital advertising is expected to account for almost 45% of media spend in 2025, reflecting the sector’s dynamic growth.
Cannes Lions 2025 promises exciting changes:
- Redefining the Glass: The Lion for Change, broadening its scope beyond gender to include disability, race, sexuality, and social equity.
- Evolution of Social & Creator Lions to celebrate creator-led marketing in today’s influencer economy.
- New categories for Transformative Design, Creative Business Transformation, Long-Term Brand Platforms, Retail Media, and Excellence in Image Description.
- A mandatory requirement for English subtitles on all video content to ensure accessibility for juries and audiences worldwide.
Simon Cook, CEO of LIONS, remarks: “The UAE today represents one of the driving creative forces globally, and its continued rise enriches the international creative landscape.”
Thea Skelton, VP Festivals, adds: “Creativity lies at the heart of all great business success, and we’re proud to see Emirati talent shining and pushing the boundaries of what’s possible.”
As the UAE firmly positions itself among the world’s creative leaders, Cannes Lions 2025 will offer yet another platform to showcase how local innovation can inspire and redefine industry benchmarks on a global scale.
