The second day of Cannes Lions 2025 brought a vibrant exchange of ideas, collaboration, and vision from the team behind Leo—now part of the recently unified Leo Constellation network. The conversation spotlighted a bold and human-centric view of the future of creativity, powered by collaboration, global integration, and the intelligent use of artificial intelligence.
A Unified Network With Purpose. One of the central themes discussed was the formation of Leo Constellation, a new holding uniting multiple agencies under a single, cohesive vision. Unlike traditional mergers aimed at efficiency or cost-cutting, Leo’s transformation was framed as a strategic evolution toward empowerment. The idea is not to “do more with less,” but rather to grow stronger together, drawing on the unique strengths of each agency and combining them into a 200+ strong global creative force.
The reorganization was born out of a real need: to build a larger, more versatile creative team that could fluidly share talent, ideas, and capabilities across countries and disciplines. With resources ranging from PR specialists in the U.S. to tech experts in India, the network can now deliver more ambitious, integrated solutions.
Latin America and Mexico Shine. The team expressed pride in Latin America’s and Mexico’s growing impact at Cannes Lions, especially highlighting the success of agencies like Lepop. The conversation underscored the region’s increasing influence and the emergence of Mexican creative talent on the global stage.
The Role of AI in the Creative Process. Artificial intelligence was a major topic. Far from viewing it as a threat, the Leo team celebrated it as a creative partner—a tool to enhance craft, storytelling, and strategic thinking. They emphasized the “intelligent use” of AI, not as a replacement for human thought but as a means to amplify it.
“AI is not the idea; it’s a tool that helps support the idea.”
According to the panelists, the value of AI lies in its ability to streamline execution, visualize concepts faster, and assist in refining narratives. From crafting clearer visual presentations to accelerating internal brainstorming, AI helps creative teams focus more energy on ideation and originality.
However, they also warned against lazy usage—copy-pasting outputs without purpose or refinement. As one speaker said, “AI can either maximize your potential or expose how bad you are, depending on how well you use it.” Training teams to ask the right questions—prompting AI with intelligence and intention—was presented as a critical skill moving forward.
Maintaining the Human Spark. Despite the digital shift, one core truth remains unchanged: people drive ideas. The team stressed that it’s still human intuition, empathy, and cultural insight that give campaigns their emotional and social relevance. While AI may enhance efficiency, the spark of creativity still lies in the human mind—in how we interpret data, create meaning, and tell stories.
“We are the ones who ask the questions. That’s what makes the difference.”
A Culture of Collaboration, Not Competition. Leo Constellation’s philosophy stands out in the current advertising landscape. Their transformation is not rooted in consolidation or downsizing, but in elevation—bringing people together across specialties and geographies to create better, bolder work. They champion creative synergy between media, tech, and storytelling, asserting that media is no longer separate from creativity, but integral to it.
Looking Forward. As Cannes Lions continues, Leo’s leaders are focused on building a shared creative language and finding the narrative tone that reflects the new holding’s identity—humorous, contextual, and human. They’re excited to keep pushing boundaries while staying rooted in authenticity.
Their message is clear: The future is collaborative, inclusive, and intelligently creative. As AI and global networks expand possibilities, the human element—our curiosity, our vision, our heart—remains at the center of everything.
