Every June, the Croisette transforms into the epicenter of global creativity, commerce. The Cannes Lions International Festival of Creativity is where the world’s most ambitious brands, agencies, and platforms gather to celebrate, compete, and, above all, be seen. For executives in media and advertising, Cannes is a high-stakes game of visibility and influence, equal parts real opportunity and carefully curated mirage.
But what does Cannes actually offer for your PR ambitions? And what has it stopped offering, despite the persistent mythology? Let’s separate the substance from the spectacle.
What Cannes Is (and Isn’t) in 2025
First, a reality check. Cannes is not a film festival for ad people. It’s not a week-long beach party—at least, not for anyone hoping to accomplish something beyond a tan. And it’s certainly not the exclusive playground it once was, when only the most senior creative directors and global CMOs could get past the velvet rope.
Today, Cannes is a sprawling, democratized marketplace of ideas, platforms, and personalities. It’s where the industry’s biggest players and boldest upstarts compete for attention, awards, and, crucially, relevance. The lines between brand, media, and tech have blurred to the point of abstraction. If you’re in the business of shaping perceptions, Cannes is your annual proving ground.
The Real PR Opportunities
- Thought Leadership on the Global Stage
Cannes remains one of the few places where a well-timed panel, fireside chat, or keynote can put an executive on the global industry map. The audience is not only vast but influential—composed of journalists, analysts, clients, and competitors who shape the next year’s narrative. That said, those spots are expensive and often reserved for paying customers. It’s challenging to break through when you’re not. If you are lucky enough to work for a big company, or find yourself invited to be a panelist, you need to say something original when everyone is vying for the same headlines.
- Media Access and Earned Coverage
With hundreds of journalists and trade editors on-site, Cannes is a rare chance for executives to secure interviews, background briefings, and off-the-record conversations that can lead to deeper coverage down the line. The trick is to offer more than the usual talking points. The media’s appetite is for candor, vision, and the occasional contrarian take. But here’s the reality: the days of guaranteed coverage for simply showing up are over. Today’s Cannes is saturated with competing announcements and manufactured “news.” To break through, you need to do a bit of wrangling, network vigorously in advance, set up coffee dates (a lot of coffee dates), and have something pithy to say. If you’re not prepared to articulate your POV on the industry’s thorniest issues, you will have had nice meetings that won’t amount to much in the short term.
- Strategic Networking and Relationship Building
Cannes is, at its core, a relationship festival. Yes, there are awards. Yes, there are panels. But the real action happens in the conversations between sessions, on the terraces, and at the impromptu dinners where partnerships are forged and alliances are tested. For executives, this is the PR opportunity that’s hardest to quantify but often most valuable. A well-placed introduction or a thoughtful follow-up can open doors that months of email outreach never could. The key is to approach these moments with intention and authenticity; the days of the hard sell are as dated as last year’s activation on the beach.
- Brand Building by Association
There’s an undeniable halo effect to being seen at Cannes—especially if you’re part of a winning campaign, a buzzy activation, or a headline-grabbing announcement. For emerging leaders, Cannes offers the chance to be associated with innovation and influence, simply by being in the right rooms (and, yes, sometimes on the right yachts). But this is a double-edged sword. The festival’s democratization means that everyone is vying for the same spotlight. Standing out requires more than a logo on a lanyard; it demands a clear narrative, a memorable presence, and the discipline to follow up once the rosé has run dry.
The Imagined Opportunities
- Instant Fame
Cannes is not a magic wand. One panel or interview won’t transform an unknown executive into an industry icon overnight. The myth of the “Cannes breakthrough” is just that—a myth. The real value comes from sustained visibility, consistent messaging, and the ability to deliver value long after the festival ends.
- Guaranteed Awards as PR Launchpads
While winning a Lion is still a career milestone, the sheer volume of categories and entries means that even gold can get lost in the shuffle. Awards are a fantastic PR asset—if you have a plan for leveraging them. But don’t expect the trophy alone to do the work. The narrative you build around the win is what matters.
- Effortless Deal-Making
Cannes is not a transactional marketplace. Deals may be initiated here, but they are rarely closed on the spot. The real opportunity is in planting seeds, building trust, and setting the stage for future collaboration. If you approach Cannes as a week-long sales pitch, you’ll leave disappointed—and probably ignored.
What Cannes Used to Be—And What It’s Not Anymore
There was a time when Cannes was the exclusive domain of the creative elite, where a handful of agencies and brands dominated the conversation and the awards. It was a place where hierarchy ruled, and access was everything.
That era is over. Today, Cannes is more open, more diverse, and more competitive. The lines between creative, media, and tech have blurred, and the old gatekeepers have been replaced by a new generation of innovators, disruptors, and, yes, influencers. The festival is less about who you know and more about what you have to say—and how you say it.
The exclusivity is gone, but so is the predictability. Cannes is now a stage where anyone with a compelling story, a clear vision, and the courage to speak up can make an impact.
Making the Most of Cannes: A Few Principles
- Be Prepared: Know your message, your audience, and your goals before you arrive.
- Be Authentic: The most memorable executives are those who bring substance, not just soundbites.
- Be Strategic: Use Cannes as a launchpad for ongoing engagement, not a one-off event.
- Be Selective: Not every opportunity is worth pursuing. Focus on the moments that align with your brand and your objectives.
Cannes Is What You Make Of It
For media and advertising executives, Cannes offers real opportunities for thought leadership, media engagement, networking, and brand building—if you approach it with clarity, discipline, a willingness to stand out for the right reasons – and energy. The imagined shortcuts and silver bullets? Leave those to the dreamers. The real work—and the real PR value—comes from showing up, speaking up, and following through.
See you on the Croisette —figuratively, that is. I’ll be having a Margarita at home this year 🙂