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‘It’s probably going to be a little bit tempered’: What marketers expect from Cannes after two-year hiatus


After a two-year hiatus, the schmoozing and dealmaking normally discovered on the Cannes Lions Worldwide Pageant of Creativity is again in-person. However it might look a bit of completely different this 12 months. 

Whereas there’s pleasure, promoting company execs and chief advertising officers anticipate the celebration to be extra somber than in earlier years, in mild of the latest spike in Covid-19 instances, the approaching financial recession and the struggle in Ukraine. 

“2022 will seemingly have two vibes occurring,” Leslie Sims, U.S. chief inventive officer at Deloitte Digital, mentioned through electronic mail, “celebration since it’s the first time again in-person in two years, and but additionally a extra reserved tone given the sophisticated points the world is going through.”

Cannes has at all times been about relationship constructing.

Josh Golden, CMO, Quad

The pageant is likely one of the trade’s most anticipated occasions, with wheeling and dealing usually flanked by an infinite provide of rosé, celebrity-studded leisure and indulgent experiences (like Snapchat’s ferris wheel in 2017 and concert events at Spotify’s Seashore). Two years in the past, organizers put a pin in Cannes Lions because the pandemic shuttered in-person exercise, choosing digital occasions in 2020 and 2021. Since then, social unrest, struggle, financial disaster and the ever-present pandemic have solid a shadow over the happenstance meetups entrepreneurs are accustomed to and the serendipitous nature of the pageant. 

“Cannes has at all times been about relationship constructing,” mentioned Josh Golden, CMO at international advertising expertise firm Quad. However the pandemic and turbulence of the final two years have “created this bizarre area that has existed between entrepreneurs.” Relationships that sparked throughout in-person occasions that normally befell 5 – 6 instances per 12 months have been boiled all the way down to textual content message-based relationships or interactions over Zoom, he added. 

In accordance with Jenny Rooney, managing director and co-founder at Black Glass CMO Home consultancy, her crew wrestled with the thought of attending Cannes this 12 months, given the state of the world. Out of the 12-member crew, two from Black Glass will journey to Cannes, heeding Covid-19 security pointers like masks carrying, social distancing and hand washing. 

“General, the tenor goes to be blissful and grateful,” Rooney mentioned. “But it surely’s in all probability going to be a bit of bit tempered with an actual acknowledgement of the truth that it’s difficult instances proper now.”

In the meantime, if somebody does fall unwell, advert tech firm Infillion says it has a plan in place for medical care — together with a medical concierge setup for quarantine, remedy and a journey plan to return to the states. It’s value noting that the CDC on Friday lifted its requirement for vacationers to check unfavorable for Covid-19 earlier than getting into the US, making it simpler for vacationers to return to the nation. That mentioned, the transfer does enhance the potential for Cannes attendees spreading Covid-19.

I acknowledge I’m prepared to take some dangers, to go have the chance to fulfill with individuals in individual.

Josh Golden

There’s an identical sentiment at Quad, who’s sending a minimal “S.W.A.T. Group” of workers to this 12 months’s occasion, in accordance with Golden — particularly as attendance is predicted to be lower than in years prior as journey budgets proceed to climb towards pre-pandemic ranges. 

To some, this 12 months shall be a check of the return of Cannes. “For us to leap in with two toes and have a big activation can be a bit of bit presumptuous maybe,” Golden mentioned, “not completely figuring out who’s going to be there [or] how massive it’s going to be.”

If nothing else, the final two years have confirmed that distant work may be efficient. And even in mild of the present dangers and societal turbulence, entrepreneurs say they nonetheless see worth in an in-person reunion that may’t be recreated over video convention calls. 

“After two years have handed and us being at house and albeit, our complete work lives have been modified. I acknowledge I’m prepared to take some dangers, to go have the chance to fulfill with individuals in individual,” Golden mentioned.

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‘It’s probably going to be a little bit tempered’: What marketers expect from Cannes after two-year hiatus



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