LinkedIn has been confirmed as the official LIONS B2B Partner for the 2025 edition of the Cannes Lions International Festival of Creativity. In a major boost to the presence of B2B marketing at the globally renowned creative showcase, LinkedIn will also headline the inaugural LIONS B2B Summit, which is set to take place on June 17 this year during the Festival week in Cannes, France.

According to an official Cannes Lions press release, the new half-day LIONS B2B Summit will bring together top B2B marketers, creative leaders, and decision-makers for a dynamic day of industry-defining discussions, insights, and networking opportunities. This new initiative marks a bold step in recognising and celebrating the growing influence of B2B creativity within the wider advertising ecosystem.

The Summit, supported by agency Stein IAS, will feature a range of sessions spotlighting topics such as the role of creativity in driving brand reputation, the importance of influence and community in B2B marketing, and how creative strategies can become a competitive advantage for modern businesses. The event aims to set a new benchmark for the discipline and strengthen the position of B2B within the global creative conversation.

Simon Cook, CEO of LIONS, highlighted the growing stature of B2B within the Festival. “The Creative B2B Lions launched in 2022, but it had been in development since 2013. Since then, we’ve seen a surge in compelling B2B work winning across categories. Launching the LIONS B2B Summit is the natural next step. With global B2B digital ad spend expected to nearly triple from pre-pandemic levels by 2026, the industry’s evolution deserves its own stage,” he said.

LinkedIn’s Vice President of Marketing Solutions, Matthew Derella, expressed enthusiasm about the expanded collaboration. “We’re thrilled to be the first official LIONS B2B Partner and to headline the inaugural Summit. This partnership will shine a spotlight on the powerful ideas and insights shaping B2B advertising and pushing the industry forward,” he said. “With over a billion members, LinkedIn understands how connections and community can fuel innovation in B2B marketing.”

LinkedIn will take over the rooftop of the iconic Carlton Cannes Hotel during the Festival, transforming it into a vibrant hub for B2B professionals, brands, and agency leaders. The space will host a packed agenda of panels, networking sessions, and interactive events—placing a strong emphasis on the rise of video content and B2B influencers.

Jessica Jensen, LinkedIn’s Chief Marketing and Strategy Officer, will deliver the opening and closing remarks at the Summit. Other confirmed speakers include Valerie Beauchamp of LinkedIn, Michael Aimette of FCB New York, Bridget Evans of Spotify, Dr. Marcus Collins of the University of Michigan, Tom Stein of Stein IAS, and Jim Lesser of ServiceNow.

The 2025 Cannes Lions Festival will take place from June 16 to 20, with the B2B Summit scheduled for June 17. Registrations for the Summit are now open to those interested in attending. This partnership between Cannes Lions and LinkedIn is expected to set a new standard for recognising and advancing creativity in the B2B sector.