Cannes 2022: Is this year more relevant than ever?

Cannes_Five_2The Cannes International Festival of Creativity. It seems the very thought of it can spark joy and anger in equal measures. For many, it is a chance to meet clients and colleagues from around the world, exchange ideas and discover the best of the best in creativity; for others it is seen as a pointless industry shindig, where only the worst of adland is on display.

However, with just under four weeks to go until this year’s event kicks off – the first in-person Cannes Festival for two years – Decision Marketing quizzed industry leaders to discover what they expect to get from a week on the Côte d’Azur.

Analytic Partners head of DACH Maren Seitz says that after years of virtual events, everyone is keen to get together again. However, she adds: “We are expecting this year’s Lions to be more than rosé and parties. We are even expecting it to be more than the great conference on creative excellence. We are expecting it to become the first big opportunity to discuss the most pressing topics that evolved during unprecedented times.

“There’s a desire to connect on the key challenges the advertising industry is facing: sustainability, cost of living crisis, future of measurement and creative excellence. Things have changed, solutions have been created and it is so important to come together and connect.”

Meanwhile, Fuse chief executive Louise Johnson maintains that Cannes Lions is “incredibly important for the industry, it’s the biggest celebration of creativity there is within our field and it’s important to celebrate and highlight great work”.

Johnson believes it sets a benchmark for the rest of the industry to reach and or better. She adds: “Seeing your work recognised pushes you to further your craft and approach to client work, and for those looking to get into it (students) it’s a really great showcase of what can be achieved.

“It is also the fact that creativity is a skill that should continue to be celebrated, particularly in the current world climate. Throughout the years a lot of the work at Cannes Lions has been a backdrop to our lives in turbulent times and is awarded because it has created actual change in the world, this is the real power of creativity: Colin Kaepernick and Nike for example spring straight to mind. Celebrating and recognising this can only be a good thing.

“Finally, yes it’s expensive but it is actually a very efficient way to see lots of clients in one go. We have many internationally based clients who we don’t get to see very much, so Cannes Lions is a good moment in the year where we come together to connect face to face.”

This is one of the key factors for Raconteur director of partnerships David Kells. He explains: “Two years ago, we started a new partnerships division with the primary goal of expanding our network in the industry. Whether it was building new relationships with media agencies or seeking out opportunities to partner with some of our peers in publishing, the turbulence of the last few years has made that difficult. And at times, pretty monotonous.

“So, Cannes is coming at a perfect time for us and we’re excited about it. It’ll give us a chance to bring the human and fun side to the hard work we’ve put into our new partnerships…which is arguably the most important side.”

The networking opportunities are also important for StratHouse founding partner Melanie Welsh, who says: “We chose from day one to operate without an office. That’s great in terms of efficiency and a better work/life balance for our team but it does mean we can miss out on people and interaction.

“We’re looking forward to immersing ourselves in new views, perspectives and learnings. We think this year’s Cannes will be particularly vibrant. After two years of Covid it seems likely there will be quite a buzz in the air. And yes, it probably won’t hurt to be doing all of that in the sun, with a chilled glass of wine.”

Finally, for 23red founder and managing partner Jane Asscher this year will be unique. She comments: “I feel rather embarrassed to admit that having worked in the industry for over 35 years, this is my first time to Cannes. So why now? With the world facing the most pressing issues Cannes is the perfect opportunity for the creative community to reunite, focus on the future and play its part in delivering real change.

“I am really looking forward to celebrating the creativity and resilience of the industry, connecting with old friends and new and hearing the stories that tell of the real progress and impact that our industry is making in respect of sustainability and DE&I.”

It seems there is plenty of life yet on the Promenade de la Croisette

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