Asian Representation at Cannes Lions Is Rising, But the Spotlight Still Falls Short
- The Marketer
- Jul 8
- 3 min read
APAC Creative Voices Are Gaining Ground On The World Stage
Cannes Lions 2025 offered a glimpse into that momentum, when this year, the region brought home 118 Lions, a notable rise from 91 in 2024, reflecting increased global recognition of Asian creativity in an industry long dominated by Western narratives.
Still, with 51 countries and territories comprising the APAC region, disparity remains. The United States led with 203 Lions, followed by Brazil (99) and the UK (80). And while progress is visible, the path toward equal representation is far from over, underscoring the continued need to amplify and empower Asian voices across the global creative landscape.
Amid this evolving landscape, Comms8, a cross-border marketing agency founded by a Hong Konger, made its mark at Cannes Lions 2025.
The agency supported its non-profit arm, IOCMP, in an Asian-centric initiative called Stop At Nothing - an industry movement dedicated to advancing Asian voices and promoting DEI in marketing and communications.
The initiative brought together marketing leaders, platform innovators, and changemakers from P&G, Amazon Music, EMPIRE, and more for panels focused on authentic storytelling, inclusion, and creative resilience within the Asian marketing community. It’s an important step in sparking global dialogue around Asian representation, while also revealing the need for more visibility and long-term industry engagement. The event welcomed approximately 60 attendees and drop-ins, including representatives from organisations such as the Chinese Advertising Association (CAA) and the Marketing Society.
One of the highlights was the panel “Rising Above in Times of Adversity and Uncertainty”, moderated by Carol Chan, founder of Comms8 and IOCMP, and featuring Frank Starling, Chief DEI Officer of LIONS, and Siew Ting Foo, Board Member of The Marketing Society and former CMO at HP, Diageo, and Mars.
The discussion explored how diversity and inclusion can serve not only as a moral imperative but as a driver of innovation and sustainable business growth. Frank noted the Cannes Lions’ progress in DEI, including more diverse juries and the ERA programme, which supports underrepresented communities through pass allocation. Speaking on the elevation of Asian voices in global marketing, he remarked:
“The industry can promote Asian voices by empowering creatives to lead campaigns which authentically represent the breadth of Asian cultures and subcultures. Through tackling stereotypes and prioritising stories rooted in Asian perspectives, we can foster meaningful and long-lasting progress.”
Carol Chan’s journey exemplifies how Asian voices have shifted from following to leading. Originally from Hong Kong, she began her marketing career in the UK and built her reputation over nearly a decade at WPP, Publicis, and Omnicom, navigating and excelling in a traditionally Western-dominated industry.
In 2014, she founded Comms8, a cross-border marketing agency focused on helping brands navigate cultural and market differences between East and West. In 2018, recognising the need for stronger support networks for Asian talent in international markets, she also established IOCMP, which has since evolved into a respected platform for cultural exchange and industry advocacy. In 2025, IOCMP marks its debut at the Cannes Lions Festival.
As Carol Chan noted, this is only the beginning. While the event marked a milestone, it also exposed the persistent gaps that remain in global representation. Real change requires more than presence; it demands persistence, structure, and industry-wide commitment.
Comms8 will continue this work through IOCMP and future initiatives across platforms like Cannes Lions, SXSW, and beyond. The mission is clear: to ensure Asian voices are not added as an afterthought, but recognised as essential drivers of creativity and progress.
The momentum has started, but the work is far from done.
About Comms8
Comms8 is an award-winning cross-cultural marketing agency, enabling global brands to bridge East and West through culturally intelligent campaigns. Powered by InfluenConnect™— a proprietary influencer marketing platform — Comms8 streamlines brand-creator collaborations with transparency and diversity. Trusted by clients such as the UNDP, NHS, HoYoverse, ServiceNow, and CUHK, Comms8 has been recognised by leading accolades including Cannes Lions, the UK Agency Award, and The Drum’s Digital Award.
About IOCMP
The Institute of Chinese Marketing Practitioners (IOCMP), co-host of the programme, is a non-profit organisation dedicated to promoting inclusion and cross-cultural exchange within the global marketing industry. Since its founding in 2018, it has been supported and championed by Comms8, which has played a central role in shaping its mission and programming. Through research, advocacy, and high-impact programming, IOCMP works to connect industry professionals and brands across East and West, building a more inclusive global creative economy.
