The UK was involved in 183 Cannes Lions award winning entries, according to analysis from the Advertising Association and Credos.

The UK recorded 96 total Lions wins in the AA and Credos analysis, solidifying its position as the world’s second-most successful creative market at Cannes Lions International Festival of Creativity 2026.

Further number-crunching revealed the UK was credited in an additional 87 winning Lions entries, meaning the UK contributed towards a total of 183 Cannes Lions wins, from a total of 640 awards. 

According to the analysis, UK advertising and marketing services organisations were credited 523 times across Lions-winning work this year, underscoring the strength of the sector and its extensive influence on campaigns around the world.

The awards win data highlights the UK's role as an essential hub for global production, media planning, PR, and co-creative execution, reflected in partnerships where UK organisations are credited, spanning markets including the United States, Canada, Singapore, Spain, the Netherlands, Italy and Brazil.

UK agencies submitted a total of 1,866 entries and converted over 249 shortlisted entries into 96 total Lions. According to the data crunch this means that UK agencies netted out a competitive win rate of 13%. 

The AA and Credos count of UK wins includes 1 Titanium, 7 Grand Prix, 15 Gold, 30 Silver, and 41 Bronze awards, plus 1 Independent Agency of the Year and 1 Palme d’Or. Top-tier creative accolades included Grand Prix winners ‘The KitKat Heist’ ‘Expedition Impossible’ and ‘The Periodic Fable.’

By medium, outdoor led the performance with 18 Lions won, followed by Film (12), PR (8), Design (8), and Social & Creator (7). 

Consistent strength was also recorded in Brand Experience and Activation, Media, Direct, and Creative Strategy, with approximately 5 wins each.

Stephen Woodford, CEO of the Advertising Association, explained: “It’s fantastic to see the success of UK Advertising at Cannes Lions this year, with the UK recording the second highest number of Lions wins globally. In addition, our new analysis shows UK advertising and marketing services organisations are intrinsically involved in winning entries from around the world, playing a part in nearly 1 in 3 of all Lions wins. This brilliantly underlines our position as a truly global hub for best-in-class work.”

Aisling Conlon, International Trade Director at the Advertising Association, added: “Our new campaign, Where Creativity Works, reflects what UK Advertising delivers every day. Our creativity drives commercial impact for brands around the world, and when work delivers at that level, it is also recognised at Cannes Lions, advertising's biggest global awards stage. This latest analysis shows the UK's contribution to Cannes Lions winning work extends far beyond our own entries, reinforcing the UK's position as one of the world's leading creative partners.”

The Advertising Association is the UK Representative for Cannes Lions, and ran a Government-backed trade mission to Cannes Lions.