As Cannes Lions 2025 kicks off, Jose Miguel Sokoloff, President, Global Creative Council, MullenLowe Group, and President, Team Unilever, IPG, sits down with Neeta Nair of IMPACT, for a candid conversation that covers everything from evolving client expectations to the unpredictability of awards. In his signature thoughtful style, Sokoloff reflects on MullenLowe’s current Cannes entries—not for their medal count, but for their meaning. “What I feel proudest about our entries is that they are really important and worthy of the client’s money,” he says.
Reflecting on MullenLowe’s awards journey, Sokoloff acknowledges that the agency hasn’t claimed the Cannes Agency of the Year title since 1996. “It’s more a question of size, not commitment,” he explains, citing their recent recognition as Agency of the Year in the Classic Track as proof that their creative strength till shines.
As the role of agencies rapidly evolves, he discusses the growing demand for them to act as both problem-solvers and integrators in a leaner, faster-paced world. From India’s emerging leadership to navigating global mergers like those of Omnicom and IPG, Sokoloff doesn’t shy away from tackling complex issues. It’s a conversation centered on relevance, collaboration, and creative courage in an industry that never stops evolving.
Watch the full video below:
