The agency’s trophy cabinet now has a Lion. What changes?

There’s a very specific kind of chaos that erupts when a Cannes Lion win lands. It’s a cocktail of adrenaline, disbelief, and dopamine flooding the agency floor all at once. The group chats blow up. Whether it’s late-night calls with clients, a LinkedIn post that hits 1,000 likes in under 30 minutes or that surreal moment of seeing your campaign on the global stage. For a few minutes, time stands still. 

But once the cheers settle, the selfies are posted, and the press releases go out, what really changes? That’s the question I seek to unpack, not just the glory, but the afterglow.

Does a Cannes Lion truly shift the energy inside an agency? Does it impact culture, client conversations, or career trajectories? Does it make bold ideas easier to sell or harder to top?

To dig deeper, I spoke with the industry insiders. Their insights cut through the haze of champagne and shine a spotlight on what really happens after the Lion is won, inside team brainstorms, behind pitch doors, and deep within the agency DNA.

The internal roars

So what happens on the agency floor after they bring home a shiny Lion? 

Recalling last year’s Gold, one of the first for India that year, Ashish Chakravarty, Executive Director and India Head of Creative, McCann Worldwide described what made it special wasn’t just the metal, but who was there to receive it.

It’s rare for creators to be present at Cannes when their work wins, Chakravarty pointed out — more often, someone else collects the trophy on their behalf. But this time, he shared, Vikram Dhembare, the art director who played a central role in the campaign, was present there, along with his entire crew. 

“Everyone was really, really charged. Vikram was obviously over the moon,” said Chakravarty.

That energy, raw, shared, and electric, doesn’t just stay in the south of France. It travels back, gets filtered into internal conversations, and recharges the collective ambition.

Chakravarty shared how the energy from that one moment seeped into the larger culture. “It created a really strong drive to do good work for even bigger brands. It became a big part of the floor conversation. In any agency, especially among the younger lot, moments like these become huge motivators.”

He noted how the after-effects ripple widely. “Some agencies give these teams support, rewards, bonuses, and promotions. It’s a fabulous motivator within any agency system,” he added.

But that post-win glow isn’t exclusive to big legacy agencies. New-age shops feel it too.

At Talented, the energy this year has been just as palpable. While some team members had experienced Cannes wins before, for many, this was their first. For Britannia, the client on the winning campaign, it marked their debut on the global stage.

Yash Dugar, Brand Strategy, Talented said, “These wins are not just about the campaigns. They represent a journey shaped by trust, persistence, and a constant drive to push what’s possible. Moments like these play a big role in renewing the team’s energy, not just to meet the brief but to challenge it with more confidence than ever before.”

The emotional core of a first-time win runs deep. “To debut and win together, and to celebrate that moment side by side, is something we will always hold close,” Dugar added.

For agencies, the win fuels the floor. But when the celebration is shared, it turns into something bigger.

Krishna Iyer, Director – Marketing, MullenLowe Lintas Group, captured the cross-functional magic of a win with a broader metaphor:

“Winning any major award today is not just a creative high. It is more like the film getting a standing ovation at the Oscars, with the producer (client), distributor (media), and director (agency) all taking a bow. The applause and the spotlight are shared. That is the beauty of it.”

He also highlighted the internal mindset shift that follows.

“Internally at the agency, it is like finishing a bestselling novel. The team feels seen and fearless. The energy shifts. There is a visible spark in the stride. Brainstorms become braver. Suddenly, ‘safe’ is not sexy anymore,” Iyer added.

But does every win redefine creative benchmarks within the agency? Chakravarty offered a nuanced take: “If an agency has been winning consistently, then there’s already an understanding of what’s good. That kind of internal shift happens more in agencies that win for the first time.”

And yet, whether it’s a debut or a repeat, one thing is universal: the pressure to keep the momentum going. 

“Awards are a good kind of pressure,” said Chakravarty. “It happens on the floor. When one team wins, and they're celebrated, others want to match that. Till yesterday, all of you were sitting at the same table. Then suddenly, one table is a little higher. So others try harder, go that extra mile. It energises the system and brings positivity to the environment.”

That momentum isn’t just emotional, it’s strategic. “There’s also a domino effect,” Chakravarty added. “Winning at Cannes often gives an agency the confidence to start their award season from there. Otherwise, they might wait and test the waters with other shows. But a Cannes win pushes you to keep going.”

It’s the kind of win that makes everyone in the agency walk taller, pitch harder, and add a little extra drama to their next ‘big idea’ moment. But what about the world outside the agency walls? 

The ripple effect

The high of a Cannes Lion doesn’t stop at the agency entrance. It struts into client calls, sneaks into pitch decks, and sits pretty in every ‘new business’ Zoom call.

“In the past, awards were creative candy. Today, it trades as a strategic currency,” said Iyer.
“Clients now have ‘award wins’ built into their KPIs. It is not just about the agency’s creative brilliance—it is about the brand’s boldness. A win cements trust, deepens relationships, and infuses fresh confidence in what can be achieved together.”

The win also changes how people outside the agency see you. 

“In the industry, it helps to change the conversation. You are no longer pitching credentials — you are pitching credibility. New briefs come with a glint of ambition. Talent knocks with curiosity,” Iyer added.

Chakravarty sees this shift too, with clients. “Clients do reach out,” he said, “but more importantly, some use it as a creative challenge. They’ll say, ‘Do something like this for us too.’ Some even call it their ‘Cannes brief.’ It’s their way of saying that let’s go up on that stage together next year.”

According to Dugar, it’s not just new clients who respond, existing ones take pride too. “Our clients often tell us how much they value our high-energy approach and our comfort with discomfort if it leads to better work. With new opportunities coming in, there is a clear intent to build work that keeps business impact and creativity at its heart.”

Cannes also becomes part of the pitch arsenal. “Yes, yes, always,” Ashish says when asked if they highlight their wins in new business meetings. “If you win consistently, it makes you more attractive. It’s like anything else — people are drawn to winners.”

But can a Lion actually seal a deal on its own?

“No,” Chakravarty said. “Unless a client is specifically looking for an award-winning agency, it’s not the deciding factor. But it influences. These days, consistency matters more than a one-off win — it signals a culture of pushing for better work.”

And somewhere between the client calls and champagne toasts, the team starts updating their LinkedIn bios.

What the Lion really means

For some, a Cannes Lion is recognition. For others, it's an emotional payoff. But for most, it’s a thali of emotions. Every flavour is fighting for attention, but together, it just works.

“It’s all of that — a little of everything,” said Chakravarty. “I wouldn’t call it validation unless you’re an agency that’s never won. I’d call it reaffirmation — a celebration of what advertising is about. You’re competing with the best in the world — and being counted among them.”

To Dugar, it’s also a confirmation of values. “It validates not just the work, but the way we’ve chosen to work since day one — with the intent to create the best work of our lives and a commitment to what truly matters.”

So, was it worth it?

“Always. Always worth it,” Chakravarty said without skipping a beat. “For a few days, you feel bulletproof. It boosts your confidence, your happiness — dopamine, serotonin, whatever you call it. It keeps you on top.”

So yes, the Lion may sit quietly in a trophy cabinet, but it roars through the hallways — turning teams into believers, briefs into big swings, and clients into partners chasing creative glory.

And yes, in the spirit of Severus Snape’s iconic line some things are just worth it, “Always!”