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Roaring into Cannes Lions: harnessing the power of showing up
July 3, 2023
June 2023 marked the first ‘proper’ return of Cannes Lions International Festival of Creativity following 2022’s post-pandemic trial year. And boy was it a good one.
Without a doubt, Cannes Lions is a busy week. Jam packed full of inspiration, it’s an intense and fast-paced whirlwind of workshops, seminars and networking events that will have you burning the candle at both ends. Amid the hustle and bustle, there’s an undeniable sense of exhilaration and camaraderie – whether it’s candid conversations over an Aperol Spritz with new connections or a serendipitous run-in along the Croisette with a long-lost colleague or friend.
But Cannes isn’t just rosé, yachts and parties. Cannes can be daunting. And as our Pumpkin CEO Sarah Owen remarks, ‘Cannes is where six months’ worth of networking, new business and creative collaboration happens all in the space of five days’. It is an investment – of both time and money. So, if you want to be sure you show up in the right way and truly make your mark, here are some things to consider:
- Identify your purpose for attending
People and businesses attend Cannes for a multitude of reasons, all of which contribute to the festival’s allure and significance in the industry. But it is important to focus on what your true purpose for attending is, to ensure you plan your week effectively. Your schedule and preparation for the event will look substantially different depending on whether you’re putting on a content schedule in a cabana, focussed on networking and new business leads, or attending purely to learn, gain inspiration and increase your business/brand visibility.
- It’s all in the prep
Whether you’ve attended Cannes Lions before or not, like any event, preparation is key. Once you’ve fixed your priorities for the week, it’s time to get going with the groundwork – and the earlier the better.
Competition for eye balls at Cannes is fierce. So, if you’re putting on your own content programme – be it on a yacht or in a cabana – having a pretty display or a cool location isn’t enough. Be provocative. Have interesting speakers. And above all, shout about it. For example, our client, leading global creative consultancy, frog, spent months preparing for the launch of a fashion collection at Cannes in collaboration with Machina. Titled ‘Clothed in Chaos’, alongside months of pitching and support from the Pumpkin team, this collection not only brought in journalists and new business connections, but also sparked real and meaningful conversations that are continuing way beyond the Croisette.
And you don’t have to put on your own content programme to result in a proven ROI. You can create a buzz and get people talking in other ways.
For example, our client, Zappi, launched new research during Cannes week looking at the state of advertising. And not only did this result in a nice drum beat of coverage throughout the week, but it also gave them insight and currency to talk to journalists and potential new business connections about.
- Be flexible
As satisfying as it is to create beautifully neat schedules and calendars for your team out in Cannes, don’t be disheartened when things inevitably shift as you get closer to the event. Even down to the day of, panels run over and priorities change. But that’s ok, and as one journalist told me, ‘you’re on Cannes time now!’
- Relax and enjoy the ride
Months of preparation, meetings, emails and schedule planning are over in the blink of an eye. So don’t forget to enjoy it. Cannes provides a casual and relaxed environment for people to experience what you have to offer in real life… something that has been depressingly infrequent. So, take every opportunity.
This year in Cannes, client/journalist relationships were so fruitful that clients were offered exclusive VIP tickets to the hottest parties, a multitude of briefings transformed into editorial coverage, and intro meetings resulted in podcast recordings. The relationships you build at Cannes are miles more beneficial than those formed via follow up emails or quick Zoom calls. It’s amazing what can be achieved when likeminded individuals are in the same place at the same time.
- Nurture relationships built
Post-Cannes check-ins and follow-ups are just as important as pre and during Cannes conversations. Don’t let the connections you have made throughout the week slip through your fingers. Whether you arrange a coffee and a catch up for a few weeks after the event, keep in frequent email communication, or LinkIn with each other – nurturing your Cannes connections in the right way, will reap the benefits of that investment long after the sun has set on Cannes week.
Grace Masters