Changing Tides: The Rise of Brands at Cannes

Past Issues and the Future of CannesNotably there have been some significant concerns with the way the award show has been judgedamp160and its penchant for excessamp160 As Santosh Padhi Cofounder and Chief Creative Officer of Taproot Dentsu said about Cannes in November 2017 quotIf you dig deep you39ll see many problems They have tried and solved a fewquotAfter those decidedly major issues with judges the point system the quality of speakersamp160and cost some attendees of Cannes have rethought whether their time and money is worth it at allamp160 Event organizers have scaled down in an attempt to deal with harsh criticism and this year according to AdAge quotCannes is going on a diet trimming the event39s length cutting back prices and streamlining awardsquotCannes is still dealing with the repercussions of last year when many agencies pulled out and others were left with a bad taste in their mouths having to register to gain access to public spacesamp160 Even so as agencies were deciding whether or not Cannes was worth it we nonetheless saw a 22 increase in work submitted by inhouse marketing teams over last yearThe Rise of Brands at CannesAs the rise of the inhouse marketing and major tech companies continues we39re deeming Cannes 2018 the quotCannes of Brandsquotamp160 What does the power shift from agencies to brands mean for Cannes and of more importance what does this power shift mean for advertising as a wholeamp160 We sat down with longtime Cannes attendees to discuss what they39re expecting during this year39s journey to the marketing holy landquotMore Meetingsamp160Less Partiesquot A SevenYear Cannes Veteran CEO of AdTech CompanyWhat would Cannes be without yacht parties and cascading waterfalls of rosamp233amp160 With many agencies and brands questioning the value of the party there is a renewed focus on the meetingamp160 When interviewing a marketing executive from a top brand publication she stated their No 1 goal is to quotgenerate at least two new 1MM deals upfrontlarge spend via meetings held with leadership therequotamp160amp160So while the kids are dancing the night away the real players at Cannes will be holed up at one of the top spots near the Palais that aren39t restrictedquotSorry Cannes We39re Still Not Buyingquot A SixYear Cannes Veteran CMO of AdTech CompanyMaybe the bestkept secret in the south of France is that a large group of attendees who go to Cannes don39t actually purchase a ticketamp160 John our CEO jokes that he made the mistake of purchasing a ticket his first year but soon realized the real action took place outside the Palaisamp160amp160Organizers aren39t too pleased with this of course so last yearamp160they introduced a free networking pass that required people whether you had a ticket or not to register your email address to gain access to popular hangout destinations including lobby bars and beachesThis year Cannes has introduced their official Networking Pass that per the event registration description quotenables those who are attending with a commercial focus to meet and generate opportunities through access to exclusive meeting spacesamp160the ability to connect with the delegate database via the festival app and dedicated networking eventsquotamp160 albeit with a whopping amp83641995 TVA price tagThe majority of people we interviewed said they still aren39t buying a pass but one did opt for the new networking pass in fear they wouldn39t be able to meet in the hot spotsamp160 With the Complete Pass going for amp83643249 TVA there39s huge savings in not buying tickets amp160especially when a majority of people we talked to are sending 310 peoplequotIt39s About Teaming Up with Techamp8230quot A FourYear Cannes Veteran CMO of MarTech CompanyWhile Facebook and Google have dominated the beaches of Cannes for years maybe the biggest trend we39ve seen this year is advertising and marketing technology companies partnering up for bigger eventsamp160amp160We think this strategy will be a huge success as time and space is limited at Cannes so being able to gather new potential clients between similar brands is a huge opportunityamp160 We39re also continuing to see eventswithinevents taking over Cannes including Mobile Ventures SummitEn Ramp233sumamp233 In SummaryThe new Cannes has cut the length and event pricesamp160and streamlined the awards seemingly trying to improve upon complaints from previous yearsamp160 But at the end of the day is Cannes still worth itamp160 The Chief Marketing Officer of Screenvision Media still feels the event quotnourishes the creative flamequotIn asking the Cadent Chief Marketing Officer if the event has changed for better or worse since he began attending his response was quotOver the past sixseven years we39ve seen the techies show up and more datadriven topics added to the agenda which is a reflection of what39s happened in the advertising industry as a wholeamp160 For me it39s not a question of what was better or what was worseamp160it39s more about 39Is Cannes relevant to today39s advertising community39amp160 I still believe the answer is yes39quotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Changing Tides: The Rise of Brands at Cannes

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Al Torres

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