This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
A post-lockdown return to Cannes and why clients shouldn’t miss out
July 6, 2022
In 2021, we began preparing for the first Cannes Lions since the pandemic. The global event returned in June after two years and gave those working in creative communications and advertising the chance to gather, share their work and socialise in person again.
While Cannes was full of sunshine, laughs and rosé, the week was also a serious work opportunity for clients to showcase themselves to journalists and potential new business contacts. As Cannes is such a busy time – and seems to fly by in a rush – it’s worth reflecting on what we and our clients achieved and why it is so beneficial for agencies to pack their bags, jump on a plane or train, and embrace the madness that is Cannes Lions.
The incomparability of face-to-face relationship building
Throughout lockdown we all had to make do with virtual meetings and in the world of PR that meant briefings via Zoom. We made do, as we had no other choice, however being in Cannes emphasised how much better face to face relationship-building really is.
Clients can show the more human side of their business and engage with journalists on a more personable level. This cascades, with clients getting on with journalists so well they were invited to VIP events, secured written feature opportunities and created a connection that will last well beyond a few days in the South of France.
In the casual setting that Cannes fosters, these conversations are more relaxed, journalists are more interested, and more opportunities are likely to flow from the original meeting compared with a 15-minute Zoom and follow up emails.
A multitude of opportunities
In the UK, considerable work is done in advance of setting off to Cannes. This groundwork enhances the benefits gained throughout the festival. Cannes is packed with different events available to clients. Workshops, panels, parties, lunches, talks and briefings are all happening daily.
On the first day of Cannes, we met our clients for breakfast and ran through the week, giving us invaluable face to face time with the spokespeople. As an example of what’s possible (and what we’d set up for them in advance), the CEO of one of our clients then dashed off for an interview with CNBC, before heading to take part in a Cannes Council panel. In the afternoon they had a networking workshop with Campaign, before settling down for canapés and rosé with journalists from Marketing Week, Shots, WARC and PRWeek. This experience just can’t be replicated in a normal working week in the UK.
As everyone attending Cannes is there for the same purpose, each event means new networking, the chance to meet more and more people of value, and the greater potential for new business results. For example, we arranged and hosted a party for one client which ensured its CEO met 11 journalists from key trade publications – something that would be hard to achieve across a whole year, never mind in one evening!
The long term benefits
Clients who decide to go to Cannes and meet key journalists face to face, will reap the rewards beyond the short-term. As journalists write up and report on the event, the client’s name is spread far beyond who is there that particular year. This profile building is invaluable as reporters turn to spokespeople they know and have met when looking for expert commentators.
A personal reflection
Aside from the professional client benefit, Cannes also provided great benefits for the Pumpkin team – to grow closer, bond and build confidence and trust in one another. The social side of Cannes enables you to meet so many interesting people, follow new business leads and, overall, have a great time working hard in an amazing environment.
Ella Wallace-Browne