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Cannes Lions turns 70 in 2024: what’s new at the advertising event of the year?
May 20, 2024
I made my Cannes Lions debut in 2022, the year the Festival returned following the pandemic. Having only been in the PR industry for a year, and having never ‘gone abroad’ for work, I didn’t know what to expect and can admit to being nervous aka a bit terrified. But just as clients need chaperones who know how to make the most of all the Festival opportunities, I was lucky enough to be chaperoned by and to learn from the Queen of Cannes – our CEO Sarah Owen.
Fast forward to 2024, and Cannes Lions is set to celebrate its 70th anniversary, while I celebrate my third Cannes and can reflect on how much I’ve grown. This year, I’ll be leading the Pumpkin team as we take five clients to the Festival – a mixture of old hands and debutantes – ready to do three-months worth of PR in just one week.
My nerves have gone, replaced now with excited anticipation, ready to hit the ground running and make sure both the Pumpkin team and our clients get the most out of all the Festival has to offer.
And this year we can expect to see the return of some old favourites, as well as the unveiling of new elements that will elevate the magic.
Cannes Lions has its origins in the coming together of a group of advertising film makers who decided that their craft needed celebrating as much as the big screen movie makers. And so, the Cannes Lions Festival was born to celebrate creativity in advertising.
Today, the Festival stands as a beacon of inspiration, attracting the most innovative minds (including Pumpkin’s) from across the globe. Industry professionals gather to discuss and recognise the amazing creative work, innovation and excellence that we’ve seen across the year – and perhaps partake in the odd glass or rose or two…
From my perspective, one of the most valuable aspects of the festival is IRL facetime. Meeting as many people as possible helps you get the most enjoyment out of the Festival. Relationships built at Cannes stand the test of time, as there’s no better way to get to know someone than at a dinner or party or serendipitous chat as you enjoy a perfect summer’s evening. And working in PR you quickly learn that personal relationships are key to success – both for clients and for the Pumpkin team.
To maximise this facetime, we have introduced a Pumpkin press party to the Cannes line-up, inviting our best journalist friends, and some new faces, to enjoy a relaxed evening catching-up over cheese, wine and McDonald’s frites – this year the party will be bigger and better than ever before.
The Festival too has introduced some new aspects this year. From Cannes Creators, celebrating all things influencer and social media, to the rising prominence of sports and entertainment marketing and the newly introduced humour category. I am really looking forward to finding out what this year’s event has to offer.
But before we get to the Festival, we’re working hard in the final month setting our clients up to meet with key journalists, securing them access to sought after networking events where they will meet new business prospects, and we’re working with them to secure top tier editorial slots to share their thoughts at the prestigious highlight of Adland’s year.
Post-event, the results will speak for themselves, and I will be reminiscing over another year of working (and playing) hard and catching up with the Cannes Lions 2024 alumni throughout the rest of the year.
By Ella Wallace – Browne