How can Malaysia win at Cannes Lions?

Recently, I attended a very interesting event by IAA Malaysia talking about Cannes Lions where speakers shared insights from the 2025 Cannes Festival of Creativity.

One of the most pertinent topics discussed was: How can Malaysia win at Cannes Lions 2026?

As the Malaysia rep for Cannes Lions, and having witnessed Malaysia win a Cannes Lions Grand Prix way before China, India, The Philippines and Singapore, I would like to add my thoughts to this ongoing discourse.

1. Cannes Lions, like most businesses, have their own algorithm for every part of the awards process; understanding this is critical, as it is clearly the biggest advertising awards festival on earth.

2. Malaysia has to show up to win. Last year, Malaysia had 71 entries, Singapore has 526. That’s one reason they have more jurors in Cannes.

3. We need to work hard on making our work known to the new breed of Cannes Jurors. Currently, the best way to do that without breaking the bank is to show up at Spikes Asia. Supporting regional trade media platforms is important, in particular CampaignBrief Asia.

4. Before work is awarded, it is discussed amongst the jurors and it is no secret that Brazil is most vociferous in the Jury Rooms. In fact, they are “loud” everywhere. Nobody really talks about Malaysia.

5. Winning is a long-term plan. When we won Grand Prix in 2004 (JWT Malaysia) and plenty more metal in the subsequent year, it was a journey where all elements came together beautifully. Healthy number of entires, our Yasmin Ahmad spoke on stage, power lobbying on the Croisette, and having friends on the jury to explain Malaysian work. Yes, explain.

6. The then 4As Malaysia President attended Cannes Lions in person and there was an entourage of sorts. Clout is key..

Having said that, our current 4As President is a seasoned Cannes Lions winner.

Long story short, we need to get government support to reclaim our Grand Prix status.

And of course, a body of great work.

We are already an important spoke in the creative economy.

Below is your singular win at Cannes Lions last year, terima kasih Leo Burnett Malaysia.