Cannes Lions 2026 expands its B2B program
The Cannes Lions International Festival of Creativity returns to France from June 22 to 25, 2026. This year the festival expands its B2B program and adds a first CMO Forum. The changes signal that B2B creativity now holds a bigger place at the industry’s top creative event. Marketers will gather on the French Riviera to study the work that wins.
What is new at Cannes Lions 2026
The festival runs at Le Palais des Festivals in Cannes. The organizers named several new programs for 2026.
The biggest launch is Lions Sport. This is a new two-day summit for sports marketing, held June 24 to 25. Lions Insight and a first CMO Forum are also new this year. Both give senior leaders a dedicated place to meet and learn.
Lions B2B returns, along with the CEO Forum. Lions Creators, now in its third year, moves to a larger beachfront space. That move reflects the growing role of the creator economy at Cannes. The week closes with a new session called Cannes Lions Wrap-Up Live on June 26. It will sum up the main themes for attendees.
Brands will also build large activations around the festival. Companies such as Canva, Reddit, Yahoo, and Bloomberg Media have spaces planned across the city.
Who confirmed the Cannes Lions 2026 changes
The program details were reported by BizBash on June 12, 2026. The festival’s own site, Cannes Lions, lists the dates and program. BizBash spoke with the Cannes Lions team for its preview. The festival is owned by Informa.
How Cannes Lions 2026 fits B2B marketing trends
B2B marketing keeps gaining ground as a creative field. Industry groups now treat B2B brand building as a driver of business value. The ANA Masters of B2B 2026 conference made the same case with a major brand value study.
The creator economy is part of this shift. LinkedIn’s launch of a creator marketplace and BrandWorks gave B2B brands new ways to work with creators. Cannes Lions reflects that trend with a larger Creators space. Trust also matters more than ever. SSS has written about the conviction gap that stalls B2B deals. Strong creative work helps close that gap by building confidence.
Talking Shift: why Lions B2B matters for established B2B brands
A dedicated CMO Forum and a bigger Lions B2B program send a clear message. Start Some Shift sees this as proof that B2B creative has earned a seat at the main table. For years, B2B brands treated consumer-style creativity as someone else’s job. That view is fading fast.
Established B2B brands should read the change as permission to invest in better work. Great creative now works as a trust-builder for these brands. It earns confidence before a buyer ever talks to sales. The brands that win at Cannes share one trait: they make business feel human. That is a lesson any B2B brand can use, with or without a festival badge.
What B2B marketers should do before Cannes Lions 2026
- Track the Lions B2B and Creative B2B winners for proof of what great work looks like.
- Study how winning brands make business topics feel human.
- Review your own creative against the standard the awards set.
- Watch the CMO Forum themes for signals on where peers are investing.
- Test creator partnerships, following the growth of Lions Creators.
- Brief your team with the Wrap-Up Live themes once they publish.
What to watch next at Cannes Lions 2026
Watch which B2B campaigns take home top honors this year. The winners often shape the next year of work. Watch how the new CMO Forum and Lions Insight land with senior leaders. Strong turnout would confirm that B2B now sits at the core of the festival.
