From global jury rooms to speaking stages, Nigerian marketing leader Sandra Amachree shares how her Cannes Lions 2025 experience reaffirmed the role of creativity as a catalyst for Africa’s economic transformation.
At the 2025 edition of the Cannes Lions International Festival of Creativity—an annual gathering of the world’s top marketing and advertising minds to celebrate and define the next frontier of brand-building, storytelling, and innovation, one voice stood out—Sandra Amachree, head of communications – marketing at Nigerian Breweries Plc. (HEINEKEN), had a standout presence.
Her participation wasn’t just about representation; it was about redirection—turning global attention toward the economic power and potential of African creativity.
“Creativity is not just about art,” Amachree said. “It’s about growth. It’s about jobs. It’s about power. Africa’s creative economy is one of its most valued assets—and it’s fueling innovation, creating opportunities, and shaping a future we’re proud to lead.”
With over 17 years of experience across Africa and Europe, Amachree has led transformational work to future-proof some of Nigeria’s most iconic beverage brands. She believes that when creativity is treated not just as storytelling, but as strategy, it can unlock real and measurable economic value.
At Cannes, Amachree’s multiple roles reflected both the strength of African talent and the growing global respect it commands. As a juror in the Outdoor Lions category, she joined an international panel of industry leaders to evaluate some of the world’s most provocative and courageous work in outdoor advertising—championing ideas that weren’t just award-worthy, but deeply impactful.
In her capacity as jury chair for the Young Lions Marketers Competition—a prestigious challenge often referred to as the Olympics of advertising—she worked alongside senior marketing executives like Alex Frias (EVP, global marketing, Steve Madden) and Suhayl Limbada (market lead & CMO, KFC Thailand) to review the bold thinking of emerging global talent. “These brilliant young creatives were tasked with solving real brand challenges in just 24 hours. It was an inspiring moment to champion a new generation of marketers, she remarked.”
In a follow-up interview celebrating 30 years of the Young Lions competitions, hosted by The Drum and Adobe (sponsors of the competitions), Amachree joined fellow Jury Chair of the Media competition, Amanda Morrissey (global president and chief growth officer, iProspect, dentsu) and Stacy Martinet (chief communications officer, Adobe) to discuss how the next generation of creators are shaping the future of marketing and creativity. The conversation reflected on the importance of championing early-career talent, the role of competitions like Young Lions in surfacing bold, future-forward ideas, and why agility and curiosity are critical in an industry that’s constantly evolving.
As a speaker at the Cannes Lions Festival Meet-Up, ‘Africa: Future of Certainty,’ Amachree joined global voices in a powerful session that spotlighted how Africa’s creative pulse is shaping global culture. Together, the speakers discussed the rise of the creator economy, the power of culturally anchored storytelling, and why Africa’s influence can no longer be ignored—it must be centred.
Creativity as path to economic growth
Africa’s creative economy holds immense potential. According to UNESCO, with the right investment and policy support, the sector could generate over $20 billion annually and create millions of jobs—particularly for young people. But to unlock that potential, more than inspiration is needed; it requires infrastructure, visibility, and long-term commitment.
Cannes reminded Amachree—and the world—that creativity is a growth strategy. It’s how brands remain relevant. Her presence at Cannes offered a powerful narrative: that African creativity is not just culturally valuable—it’s economically essential.
“From Nollywood to Afrobeats, fashion to digital storytelling, Africa is already exporting influence,” she noted. “Now we must build the systems to export prosperity too.”
“I want to help build the architecture around African creativity so that ideas don’t just win awards—they build wealth,” she shared.
What Cannes gave me, and what I contributed
Amachree said the experience reaffirmed her mission to use her voice and expertise to spotlight Africa’s creative potential and champion the talent shaping our future.
“I walked into jury rooms not as a guest, but as a contributor—bringing perspectives rooted in data, culture, and human connection,” she said.
“I met global peers, shared stories, and found new ways to see myself—as both a product of this continent and a proud co-author of its creative evolution.”
