Apple named Cannes Lions Creative Marketer of the Year

The Cannes Lions International Festival of Creativity has named Apple as the 2025 Creative Marketer of the Year. 

Apple has picked up the gong for the second time after initially winning in 2019.

Cannes Lions said the consumer tech brand demonstrated “an unwavering commitment to creativity that is rooted throughout the business”.

Simon Cook, the festival’s chief executive, said: “Apple has fostered a culture that prioritises creativity and innovation, and that shows up in its deep understanding of meaningful marketing. As part of its culture, it’s clear that Apple’s leadership encourages the kind of thinking necessary to create marketing content that connects with people in a uniquely emotional way. This honour is about recognising those marketers who are being bold, brave and pushing boundaries – and Apple continues to do this in spades.”

Apple also took home Lions for Brand Experience & Activation, Digital Craft, Entertainment, Film, Film Craft, Health & Wellness, Industry Craft and Media in 2024. This was the same year Apple released its controversial “Crush” ad showing creative objects flattened into an iPad.

Tor Myhren, vice president of marketing communications at Apple and president of the Film Lions last year, said: “We are incredibly grateful for this honour, which highlights the passion and creativity of an extraordinary team. Apple has always existed at the intersection of liberal arts and technology, and we work hard to channel our creativity into content that will inspire our users to unlock their own.”

Given annually since 1992, the accolade is awarded to a marketer that has “amassed a body of iconic, Lion-winning work over a sustained period of time”, said the festival. 

Unilever was named the festival’s creative marketer of the year last year, while other past recipients include AB InBev, Burger King, Coca-Cola, Google, Heineken, IKEA, Mars, Samsung and Microsoft.

Myhren will deliver a keynote during Cannes Lions and will collect the award on behalf of Apple at the festival’s final awards show on June 20.