2025's Hollywood Marketing Geniuses: How They Captured the World's Attention

Hollywood’s Top Marketers of 2025

As leaders from tech, marketing, and entertainment gather for Cannes Lions, we spotlight the brand leaders who've mastered the art of innovative messaging. From Disney's billion-dollar blockbusters to Universal's Wicked campaign, these marketers have set new benchmarks in creativity and engagement.

Breaking Through the Clutter

In an era where audience attention is fragmented, studios and streamers are leveraging promo partnerships like never before. Disney's Asad Ayaz highlights the strategy: combining brand power with project appeal to stand out. Universal's Wicked campaign, with its 450+ promotional brands, is a testament to this approach, turning skepticism into a cultural phenomenon.

Viral Moments and Creative Campaigns

• Dune: Chapter Two's sandworm popcorn buckets became a social media sensation.
• Deadpool & Wolverine's Xbox controller, shaped like Deadpool’s arse, sparked conversations.
• Sabrina Carpenter's Fortnite avatar and Charli XCX's Brat summer kept fans engaged across platforms.

Case Studies That Shine

• Amazon MGM Studios partnered with M&M’s for Red One, creating a Snack Jacket puffer that sold out in minutes.
• Apple Music's Kendrick Lamar Super Bowl show, the most-viewed halftime performance ever, was a masterclass in brand synergy.
• Neon's guerrilla campaign for Longlegs used cipher codes to drive box office success, becoming the top-grossing indie horror film of the year.

The Future of Marketing

As the industry evolves, these leaders are pushing boundaries, from Netflix's live programming to Warner Bros.' Minecraft movie partnerships. Their work not only drives revenue but also shapes cultural moments.

From Left: Sonic the Hedgehog 3 McDonald’s Happy Meal; Extracted, a survival series, partnered with survivalist subscription service BattlBox; Anora merch featured lines from the Oscar-winning movie; Deadpool and Wolverine as Heinz ketchup and mustard containers; Wicked cups at Starbucks; Nosferatu’s Heretic Parfum.