For the first time, the Cannes Lions International Festival of Creativity will host a dedicated award for Europe's top marketing executives. The European Chief Marketing Officer of the Year, supported by industry partners including Euronews, aims to spotlight the strategists behind some of the continent's most recognisable brands.
The shortlist, announced this week, features 29 CMOs from 27 companies, spanning household names like Ferrari, LEGO, Coca-Cola, and L'Oréal, alongside fast-growing digital players such as Klarna, Gymshark, and Revolut. The list reflects a mix of established European industrial powerhouses and newer tech-driven brands that have expanded rapidly across the single market.
Peer-voted recognition for a strategic role
Unlike many industry awards decided by a jury, the European CMO of the Year puts the decision in the hands of the marketing community itself. More than 800 marketing leaders from 15 countries were surveyed through the CMO Barometer, nominating peers they consider to be setting the standard. To qualify, candidates must have held their role for at least two years and have strategic responsibility across a minimum of four European countries.
"Marketing is a growth engine for companies, enabling innovation and playing a key role in long-term success," said Florian Haller, CEO of Serviceplan Group, which organises the award. "Digitalisation and data-driven strategies impact value creation measurables and clearly show the significant contribution CMOs make to businesses. With the European CMO of the Year, we are giving this achievement a prominent platform across Europe."
The winner will be announced at a gala dinner on 22 June, hosted by Tokunbo Salako, editor-in-chief of Euronews Culture, on the opening night of the Cannes Lions festival. The event coincides with the festival's broader focus on creativity in advertising and brand communication, which this year includes discussions on AI, sustainability, and the evolving role of the CMO.
Full shortlist of nominees
- Ilaria Lodigiani – Barilla
- Boris Dolkhani – Bosch
- Javier Meza – Coca-Cola
- Anouk Van Hauteghem – Coca-Cola (Fanta, Mezzo Mix, Dr Pepper)
- Cristina Diezhandino – Diageo
- Beltran Dobao – Fatboy
- Enrico Galliera – Ferrari
- Marco Neroni – Golden Goose
- Noel Mack – Gymshark
- Karsten Kühn – HORNBACH
- David Sandström – Klarna
- Asmita Dubey – L'Oréal
- Julia Goldin – LEGO
- Andrea Spielmann – Lorenz Snack-World
- Mathilde Delhoume-Debreu – LVMH
- Susanne Schwenger – Marc O'Polo
- Jennifer Treiber-Ruckenbrod – MINI
- Mélanie Brinbaum – Nestlé
- Olivier Degiorgis – Nestlé
- Lactalis Géraldine Weilandt – NIVEA
- Vincent Sieben – Philips
- Taide Guajardo – Procter & Gamble
- Antoine Le Nel – Revolut
- Dr. Susanne Dickhardt – roadsurfer
- Benjamin Braun – Samsung Europe
- Kerstin Köder – SAP
- Leandro Barreto – Unilever
- Fabio Bin – WeRoad
- Nicole Lunzer – woom
The list includes executives from both Western and Central Europe, with companies headquartered in Italy, Germany, France, Sweden, the UK, and the Netherlands, among others. Notably absent are representatives from Southern and Eastern European markets outside the EU's core economies, though the organisers say the survey methodology aims for broad geographic coverage.
In a year when European brands are increasingly navigating post-Brexit trade complexities and digital regulation under the EU's Digital Services Act, the award underscores the growing importance of marketing leadership in a fragmented media landscape. The CMO role has evolved from traditional advertising oversight to encompass data analytics, customer experience, and even public policy engagement.
For context, the Cannes Lions festival has long been a global benchmark for creative advertising, but the new European-specific award reflects a desire to highlight regional excellence. The move comes as European agencies and brands seek to assert their identity in a field often dominated by US tech giants. Cannes 2026: Cristian Mungiu's 'Fjord' Wins Palme d'Or shows the festival's broader cultural reach beyond advertising.
The shortlist also features brands that have made headlines for unconventional marketing. Ferrari's €550,000 EV Sparks Online Mockery and Political Criticism in Italy highlights the challenges of repositioning a luxury icon in the electric era, while Revolut's rapid expansion across Europe has relied on aggressive digital campaigns. The winner will be announced on 22 June.
