Michael Cassin Returns to Cannes with 3C Venture
Michael Cassin, known as the unofficial king of Cannes, is back at the Cannes Lions festival with his new company, 3C Venture. As the founder and CEO of the Strategic Advisory Company, he’s been a familiar face at Cannes for 25 years—almost a third of the festival’s 72-year history.
This week, 3C Venture kicked off its presence at Cannes with the inaugural Kona dinner at Louke restaurant in Antibes, hosted in collaboration with Ihate Media and Disney. Following that, an afterparty called After Dark was organized by IheartMedia, 3C Ventures, and Condé Nast at a newly constructed venue within the hotel grounds.
In addition, Cassin’s company has introduced 3CV Plage, a new beach space where marketers and media executives can discuss the industry’s pressing challenges throughout the week.
On Tuesday, Cassin shared insights at Stagwell’s Sports Beach about how the conference has evolved, what lies ahead for the media and advertising sectors, and tips for enduring the lively, late-night festivities typical of Cannes Lions.
Insights on 3CV
Q: Can you tell us a bit more about 3CV and your plans for Cannes this week?
Michael Cassin: Last night was enjoyable. I feel like 3C really made an impact at Cannes Lions. Cannes is at this unique intersection of marketing, media, advertising, entertainment, sports, and technology. Looking around the Croisette, it all speaks volumes, doesn’t it?
Reflections on the Festival
Q: What did you think of last night? Would you consider hosting something similar next year?
MK: Yes, I think I’ve changed a bit over the years. I’ve been attending the Cannes Lions for about 25 years now. This isn’t just a quarter-century mark; it’s evolved dramatically. Mondays here feel like new Tuesdays now.
The Evolution of Cannes Lions
Q: How have the Cannes Lions changed over the years?
MK: It’s quite the story. My wife and I ended up here somewhat by chance while on holiday in June. One day, I was lounging by the hotel pool and had this moment, kind of like Dorothy in The Wizard of Oz. I noticed lots of creative folks around, and back when I was leading a major media agency, I found myself surprised and asking, “Why are you all here?” That prompted me to suggest to my wife, “Let’s check out Cannes tomorrow.” What I discovered was a true celebration of creativity, and I saw an opportunity to elevate that into a conference based on that festival feel. Events have their distinctions. Cannes isn’t just a meeting; it’s clearly a gathering that honors creativity.
Current Issues at Cannes
Q: What key topics are being discussed at Plage CV this week? What’s on marketers’ minds this year?
MK: There are a few major themes this year. First, AI is a big topic that everyone’s buzzing about. It comes up everywhere, raising questions about how it’ll impact our work and jobs. The second issue is the emergence of what many call retail media networks, which I’ve started referring to as Commerce Media Networks. For instance, companies like Lyft or Best Buy have their own networks based on transactions. The third focus is clearly on influencers and the creator economy. And lastly, I find myself in discussions about M&A, particularly with the Omnicom-IPG merger on the horizon. I probably won’t see the holding company landscape remain static until Cannes 2026.
Impact of Mergers
Q: What effects do you anticipate from the Skydance-Paramount merger?
MK: Well, it’s already underway. Paramount has made some significant decisions regarding media partners recently. We’re observing the ripple effects even before the deal is finalized, and I believe it will impact things positively once it’s completed. The recent restructuring in media companies, like Warner Bros. Discovery, demonstrates that once these mergers happen, we can expect more activity, especially in integrating new commerce and media networks. It’s about finding fragmented opportunities and fusing them into a streamlined operation. That same principle applies to streaming, and Paramount’s dealings might just unlock even more potential.
Advice for Cannes Attendees
Q: As a Cannes veteran, what tips do you have for newcomers tackling all these events?
MK: It’s tough, but I always emphasize to the team that the glass of rosé in your hand is more of a social prop than anything else. Don’t focus too much on drinking it; instead, enjoy the experience. Secondly, dress lightly; it gets hot here. And most importantly, take in the creativity that surrounds you. The Cannes Lions International Creativity Festival is all about the work, so really immerse yourself in it.
