From world jury rooms to worldwide talking phases, Nigerian advertising and marketing chief Sandra Amachree shares how her Cannes Lions 2025 expertise reaffirmed the function of creativity as a catalyst for Africa’s financial transformation.
Sandra Amachree, Head of Communications – Advertising at Nigerian Breweries Plc. (HEINEKEN), had a standout presence on the 2025 Cannes Lions International Festival of Creativity—the world’s most influential gathering of the advertising and marketing, promoting, and artistic industries. Her participation wasn’t nearly illustration; it was about redirection—spotlighting creativity as an important driver of development and innovation throughout the continent.
Creativity isn’t just about artwork, Amachree stated in one in every of her talks. It’s about development. It’s about jobs. It’s about energy. Africa’s artistic financial system is one in every of its most valued belongings—and it’s fueling innovation, creating alternatives, and shaping a future we’re proud to steer.
With over 17 years of expertise throughout Africa and Europe, she has helped rework a few of Nigeria’s most iconic manufacturers—displaying how creativity, when handled as technique, delivers measurable enterprise worth.
Tinubu hailed Buhari as a “patriot, soldier, and elder statesman” whose life was dedicated to the pursuit of nationwide unity and progress.
The youth group cited verified investigative studies indicating that Ahmed’s kids had been enrolled in elite European faculties, with one later transferred to NIIT Pune in India.
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There’s a silent epidemic of drug misuse, one which results in organ failure, resistant infections, dependancy, and even loss of life.
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She didn’t simply attend Cannes Lions—she owned her second. Right here’s how — and why it mattered:
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As Jury Chair for the Younger Lions Entrepreneurs Competitors, she labored alongside world leaders like Alex Frias (Steve Madden), Mélanie Brinbaum (Nestle, Europe), Carolina Eugenia del Hoyo (Fratelli Branca) and Suhayl Limbada (KFC Thailand) to evaluate breakthrough concepts from rising expertise fixing real-time model challenges.
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In a particular Adobe x The Drum interview panel, she mentioned the evolving function of AI and next-gen expertise in advertising and marketing, with Stacy Martinet (Adobe) and Amanda Morrissey (iProspect, dentsu).
Creativity as a Path to Financial Progress
Amachree’s message was clear: Africa’s artistic financial system isn’t just culturally wealthy—it’s economically important. In line with UNESCO, the sector already employs hundreds of thousands throughout the continent and holds important potential for development, particularly in youth-driven industries like music, movie, vogue, and digital media. With the precise funding and infrastructure, its impression might scale even additional.
From Nollywood to Afrobeats, vogue to storytelling—Africa is already exporting affect. Now we should construct methods that export prosperity too.
Concepts shouldn’t simply win awards—they need to construct wealth.
Cannes Lions: A Area to Be taught, Lead, and Give Again
Cannes jogged my memory why I do what I do. I entered each room as a contributor—grounded in tradition, technique, and human connection.
I met world friends, shared tales, and located new methods to see myself—as each a product of this continent and a proud co-author of its artistic evolution.
I left feeling extra impressed, extra sure, and extra dedicated to championing African expertise on the world stage.
A Observe to Nigeria and Africa’s Enterprise Leaders
Creativity shouldn’t be a luxurious. It’s an funding. A development driver. A catalyst. Let’s fund it, shield it, and scale it—so our youth don’t have to depart the continent to understand their goals.
Revisit key moments from Sandra Amachree’s Cannes Lions expertise through:
LinkedIn: www.linkedin.com/in/sandra-amachree
Instagram: @sandvilles
X: @Sandvilles
Be a part of the dialog: #CannesLions2025 #SandraAtCannes #CreativeAfrica
