Arianne Riley and Krishma Sood
Winning Cannes Young Lions isn’t just about creativity — it’s about grit, insight, and playing to your strengths under serious time pressure.
That’s exactly how Arianne Riley and Krishma Sood, senior marketing manager and assistant brand manager at The Arnott’s Group, claimed victory in the Australian marketing category, earning their spot on the global stage.
In this exclusive Q&A, the duo share how they teamed up, tackled the brief, and what they learned from the experience.
Registrations for Young Lions Australia close next Tuesday 11 March.
Q: How did you two come together as a team for the Cannes Young Lions competition?
Krishma: I was on the hunt for a partner because it was my last shot– when you hit 30, you age out of the competition. I was sending messages, looking for someone equally hungry and committed. Someone suggested Ari, so I messaged her, and within five minutes, she wrote back, saying, “Yes, and we’re going to win.”
Ari: It had been a long-time dream for me. I’d seen posts on LinkedIn about people making it to the finals, and I always thought, “One day, I want to enter that.” So when Krish reached out, I jumped at the chance. It felt like magic.
Q: What motivated you to enter? Was it about winning, gaining experience, or something else?
Ari: Winning was definitely part of it, but the real value was in the experience– becoming a better marketer, sharpening my strategic and creative skills, and working with someone equally passionate. There was so much to gain, even if we didn’t make it to Cannes.
Krishma: Absolutely. The idea of being exposed to so much creativity was a huge motivator. We rarely get the chance to unleash our creativity in a pure, brand-led way without the usual constraints like commercial goals or strict brand guidelines. This was an opportunity to go all in creatively.
Q: You won the Australian marketing category– what are your top tips for others hoping to follow in your footsteps?
Krishma: Here’s our joint top five:
- Pick your partner wisely: You’ll go through late nights and intense discussions, so your partner must be just as passionate and committed as you are.
- Stay grounded in insight: Distill the brief down to what truly matters—get clear on your insight, strategy, and execution.
- Manage your time well: Ari made a fantastic Gantt chart with clear milestones, from research to deck creation. When we reached the finals, we pre-planned our entire day, ensuring time for sleep, meals, and feedback.
- Know your strengths and weaknesses: Divide and conquer based on your skill sets, and understand when to work independently versus collaboratively.
- Have fun: Enjoy the creative process– if you’re not having fun, something’s off. Passion fuels the journey.
Q: How did the pressure differ between the Australian round and the global competition in Cannes?
Krishma: The pressure is similar– both have 24-hour briefs. But being jet-lagged in Europe, with parties happening outside while you’re working late, definitely adds a layer of challenge. Still, the creative energy at Cannes is inspiring and helps keep you motivated.
Q: What was your approach to brainstorming and idea development in such a high-pressure environment?
Ari: By the time we got to Cannes, we had a flow. We played to our strengths– I focused on research and strategy, while Krish handled execution. We aligned early, committed to an idea, and then spent our time refining and perfecting it.
Q: What’s your advice to anyone considering entering this year?
Krishma: Give it your all– leave no stone unturned. Approach it with conviction and prepare for Q&A by picking apart your own ideas to spot potential weaknesses. And most importantly, have fun. That’s what fuels you through the process.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.