Fueled by data.

Driven by creativity.

Every once in a while, you’re given a front-row seat to something that shifts your perspective—not just on the work, but on the industry, on creativity, and on what’s possible when the right minds come together.

This year, I had the distinct honour of serving as a jury member for the Creative Data category at the 2025 Cannes Lions Festival of Creativity. In a room filled with visionary leaders—from creative chiefs to strategists to clients from every continent—we were tasked with something deceptively simple: identify and celebrate the most impactful creative data work in the world.

But as anyone who has sat on a Cannes jury knows, that process is anything but simple.

The gold standard, where only 0.5% survive

Judging the Creative Data category at Cannes was a masterclass in creative excellence—an exercise in celebrating brilliance while recognizing that only a rare fraction of work truly earns its place among the awarded. Out of 562 global submissions, our jury debated under 90 entries to form the shortlist. Only 18 medals were awarded, including the Grand Prix. Just 0.5% earned a Gold Lion.

This is a category where craft alone is not enough. Nor is insight. Nor even originality. The best work had to deliver all of those and demonstrate a deep, meaningful use of data as a creative driver—not an afterthought.

A critical insight: the category lens matters. Many outstanding pieces didn’t move forward because they weren’t a fit for Creative Data. This isn’t a checkbox—it’s a strategic decision that can make or break an entry. The most successful submissions deeply aligned craft and concept with the criteria of the category they entered.

What united the winning work wasn’t just polish—it was impact. These ideas transformed businesses, shifted brand perception, and drove real-world results. Creativity, when backed by data and insight, doesn’t just win awards—it builds the business case for brave, bold marketing.

This year’s Golds came from Brazil, Poland, Japan, and India—a reminder that innovation knows no borders.

Next up: What happens inside the jury room, and what makes a group of creative minds become a fraternity.

Netflix invited two members of the Omnicom Media Group Montreal team to attend the TUDUM 2025 event, held in late May at the Kia Forum in Los Angeles. It was an opportunity to dive into the platform’s universe, meet the content creators, and discover from the inside the trends that are redefining the entertainment industry.

Here are the key takeaways they gathered from these four days.

1.TUDUM: When Netflix Creates Its Own Cultural Super Bowl

The TUDUM 2025 event was far from a simple season launch. It was an immersive showcase designed for fans worldwide and broadcast live on the platform. It featured exclusive previews of cult series like Stranger Things, Wednesday, One Piece, and Squid Game—but also live performances, interactions with actors, and highly anticipated announcements.

In short, Netflix is turning its shows into cultural events, much like Comic-Con, with a global reach. And it’s no longer just digital: the experience extends into real life.

2. Content for Everyone, All the Time

Netflix reaffirmed a strong belief: to build loyalty, you must offer an extremely diverse range of content.

Why? Because the average user consumes between 5 and 7 different genres, depending on their mood, the time, or their viewing context. And every viewer is unique.

The platform therefore prefers to accumulate niches rather than rely solely on a few universal "blockbusters." The result: from stand-up comedy to true crime, from K-drama to Japanese animation, it covers everything. It’s not just a mass strategy—it’s a large-scale ultra-personalization strategy.

3. Creating Connection: Fandoms, Gen Z, and Immersion in Show Universes

What makes a show strong today is not just its audience size but community engagement.

Netflix bets on creating fandoms—passionate communities that embrace a universe, share it, remix it, and defend it. The perfect example: Squid Game, a South Korean series that became the most-watched of all time on the platform in just a few weeks, thanks to organic spread supported by powerful visuals, simple codes, and addictive storytelling.

This phenomenon is even more true with Gen Z, who—contrary to popular belief—watch more "TV" (broadly speaking) than the previous generation. But they do it differently: they want to experience it, identify with it, express themselves. TUDUM is designed for them: a gathering place, a space for participation, not just passive consumption.

4. Netflix Steps Outside the Screen: Live, Sports, Events

While Netflix has long embodied "on-demand" VOD, the platform is evolving. It is now embracing live broadcasting, with a clear strategy: offering real-time cultural events where its subscribers already are.

Notable examples include:

• Streaming Monday Night Raw (WWE) starting January 2025, as part of a 10-year deal.

• Streaming NFL games for the Christmas Day Game.

• Women’s boxing matches and more live events announced for 2025.

Netflix is becoming a serious competitor in the live space, until now dominated by traditional TV channels and social networks.

5. An Advertising Model in Full Transformation

On the advertising side, Netflix has also accelerated. In two years, they moved from a 100% direct-buy approach to a more segmented platform, with multiple formats and access levels.

But for major franchises (like Stranger Things, F1, etc.), sponsorship remains very selective. Brands are not just buying visibility—they are chosen based on their fit with the series’ universe. The goal: to preserve storytelling and enhance immersion.

This model is still largely global but could adapt locally, opening the door to more regional partnerships. For example, Canadian productions like North of the North or Who Killed the Expos? could eventually attract local brands wishing to associate with quality content rooted in local culture.

6. Meanwhile, in Los Angeles...

This trip also revealed a striking fact: Hollywood’s face has changed.

On the famous billboards of Sunset Boulevard, no more films. It’s now series and streaming platforms that dominate the space. Netflix, Prime Video, Paramount+—they showcase their shows, characters, and slogans. There are even "For Your Consideration" posters targeting Emmy and Golden Globe voters.

The movie capital has become the streaming showcase.

Conclusion

TUDUM 2025 confirms that Netflix is no longer just a distributor: it’s a universe creator, a community connector, and a central player in global popular culture. Behind all this lie exciting opportunities for brands, creators, and agencies like ours.

📺 Watch: The TUDUM 2025 replay
👉 Watch on Netflix: https://www.netflix.com/title/81969517
📚 Read the official recap: https://about.netflix.com/en/news/tudum-2025-the-live-event-recap