At this year’s Cannes Lions, TikTok is turning the spotlight on discovery and the marketing leaders who are shaping what comes next. As the global platform where our community comes to find, form, and share diverse points of view, TikTok is proud to introduce the MVPs of POV: a new class of marketing trailblazers whose work is redefining brand storytelling for the discovery era.

“Today’s most effective marketers know that real brand love doesn’t come from shouting the loudest," said Sofia Hernandez, Global Head of Business Marketing at TikTok. “TikTok gives brands a chance to show up not as advertisers, but as people with personality, point of view, and purpose. The MVPs of POV are the ones who get it. They’re rewriting the rules of marketing by meeting communities where they are and showing up authentically and creatively without sacrificing ROI. This program celebrates the brands that aren’t just joining the conversation, they’re shaping it.”

"By staying true to our history while embedding our brand in modern culture, we are able to innovate without forgoing who we are, and that is key to building a strong POV on any social channel, particularly TikTok," said Fabiola Torres, Global CMO at Gap.


A New Era of Discovery, Powered by POV

In a world moving toward perspective-led exploration, TikTok continues to spark new ideas and experiences, with billions of searches happening on the platform every day. (1) Every scroll opens a new perspective; every tap joins a conversation; and every search leads to unexpected inspiration. In fact, according to new research conducted by WARC, 64% of users say they search TikTok to find multiple perspectives, and 60% of users say TikTok’s search results are more likely to motivate them to take action, compared to other platforms. (2)

TikTok is where discovery starts, and this year at Cannes Lions, we’re bringing that journey to life IRL with the MVPs of POV. The MVPs of POV program anchors TikTok’s presence at Cannes, turning the city into a live demonstration of how discovery happens on the platform, with programming and content highlighting all the innovative ways brands are engaging with the TikTok community.

Meet the MVPs of POV who are flipping the script on what it means to show up in culture, leaning into creator collaborations, leaning into real-time trends, and building community-driven campaigns that don’t just land – they resonate. Their work isn’t just seen, it’s discovered, shared, and remembered.


The MVPs of POV

  • Avery Akkineni, CMO, VaynerX
  • Anna Lenka Jáuregui, CMO at BCP / Credicorp
  • Armagan Engel, Director, Communication Office, QNB Türkiye
  • Benjamin Braun, VP and CMO at Samsung Europe
  • Camila Ribeiro, Senior Director of Advertising, Media and Brand Management, TIM Brasil
  • Catalina Beltran, WACAM Digital Lead at Mondelēz International
  • Cecilia Schena, CMO at KIKO MILANO
  • Charlie Smith, CMO at Loewe
  • Daisy Kelly, Founder and CEO at Glow for It
  • Domingo Iudice, Director at Brainpull
  • Fabiola Torres, Global CMO at Gap
  • Philip Edsel, VP of Brand & Creative at Ladder
  • Ghadeer Khub, Creative and Production Director at the Abu Dhabi Department of Culture and Tourism
  • Juliana Roschel, CMO & VP of Marketing & Growth at Nubank
  • Kory Marchisotto, CMO at e.l.f. Beauty
  • Markus Spieker, Group Brand Director at The Estée Lauder Companies Inc.
  • Meltem Bakiler Şahin, Consumer Business Director, Vodafone Türkiye
  • Nazlı Eda Kırali, Marketing Director for Ice Cream Brands, Unilever Türkiye
  • Pete Markey, CMO at Boots UK
  • Psembi Kinstan, Group Chief Creative Officer at DDB Melbourne & Smith St
  • Renata Gomide de Carvalho, Marketing VP at Grupo Boticário
  • Sarah Sutton, Global Media and Brand Partnerships Director at Oatly
  • Sarah Thomas, CMO at Caudalie
  • Sevgi Gur, CMO at Property Finder MENA
  • Shazan Zahir, Head of Beauty and Wellbeing at Unilever
  • Sunil Naryani, President of Partnerships and Product Solutions, APAC, at Dentsu
  • Tamera Ferro, CMO at Sol de Janeiro
  • Tina Chikhani Nader, Head of Digital Marketing, Media and Commerce at Unilever
  • Trey Ferro, Founder and CEO at Spot Pet Insurance
  • Zaria Parvez, Senior Global Social Media Manager at Duolingo


Follow @TikTokForBusiness to see POVs from the ground at Cannes to learn how brands are growing through discovery-driven content.

Sources:

(1) TikTok Internal Data, Global 2025

(2) TikTok Marketing Science Global, Future of Search Study 2025, conducted by WARC