High-profile figures from media, technology, and advertising are making their way to Cannes, a picturesque French town, where the biggest names are set to network, indulge, and negotiate deals that could be worth millions.
The Cannes Lions International Festival of Creativity is back this week, marking its 73rd edition. It’s expected to draw more than 13,000 attendees from over 90 countries, including celebrities, musicians, and athletes.
Michael Kassan, founder of 3C Ventures, who has attended the festival for over 25 years, shared how it has transformed into a must-attend event for those in the media and advertising sectors.
“Back then, twenty-six years ago, you’d go to Cannes, visit the Palais, check out the productions, and then hit the Gutter Bar for drinks,” Kassan said, highlighting the town’s infamous late-night spot.
Since then, Kassan has seen the festival expand from inside the Palais Convention Center to encompass the town’s beach area, evolving it into a grand event that blends creativity, commerce, technology, and business.
This transformation is evident in the speaker line-up for this year. Keynote speaker Oprah Winfrey will receive the Lionheart Award for her creativity and philanthropic efforts, while Eddie Cue, Apple’s senior vice president, will be honored with the Entertainment Person of the Year award.
Among the prominent speakers are actor Alan Cumming, “Saturday Night Live” writer Colin Jost, and Seth Meyers from NBC’s “Late Night.” Other notable figures include Publicis Groupe CEO Arthur Sadoun and EBay CEO Jamie Iannone.
However, most discussions are likely to shift from the Palais to La Croisette, a vibrant coastal area where companies will tackle pressing topics like artificial intelligence, sports media, and influencer marketing.
Despite mixed economic signals, there’s excitement surrounding companies like OpenAI, known for ChatGPT, and their potential impact on the advertising world.
With OpenAI predicting $2.5 billion in ad revenue this year—projected to soar to $100 billion by 2023—there’s a sense of anticipation that a formidable new competitor could emerge alongside heavyweights like Google, Meta, and TikTok.
“It’s like a seismic shift in the digital landscape,” said Rob Wilk, Yahoo’s chief revenue officer. “The prospect of a new player, potentially becoming a top-five publisher in just three years, is a significant change.”
Wilk is particularly enthusiastic about Yahoo Scout, their answer to ChatGPT, expected to launch soon.
At the festival, Yahoo will showcase a purple submarine at La Croisette, where guests can experience Scout, echoing the adventurous spirit of Wes Anderson’s “The Life Aquatic with Steve Zissou.”
This initiative utilizes Yahoo’s data, user insights, and search history, including an AI chatbot specifically designed to field questions about the NBA Draft.
This shift demonstrates a change in how brands are approaching AI—less as a way to cut costs and more as a tool to enhance creativity and generate revenue.
“AI is something we’re all skeptical about, though it seems our attitudes are shifting positively,” said Mark Wagman, managing director at MediaLink and partner at UTA. “We’re seeing it more as an enabler for doing even better things.”
He mentioned the challenge marketers face in connecting with consumers amidst the cultural landscape that includes music, films, and sports.
“I’d love to see how marketers can leverage these tools to engage with cultural moments effectively,” he added.
Ad tech company Kargo, for instance, is utilizing AI through its Project KERA tool to maximize client benefits.
Michael Shaughnessy, Kargo’s COO, pointed out the struggle brands face in cutting through the clutter in various media. Project KERA, which blends AI with storytelling, aims to guide clients in reaching audiences across different platforms.
“Success in future media lies with those who can link AI, creators, commerce, and quality content,” Shaughnessy explained, noting that premium media is changing based on where audiences spend their time.
As for the sports sector, Beth Sidhu, CEO of Sports Beach, observed that sports have become a prime focus for marketers because it’s one of the last realms of uninterrupted viewing.
Sidhu emphasized the growing importance of sports fandom in marketing, adding that “everyone’s becoming a sports marketer now.” Sports Beach is celebrating its fourth consecutive year, featuring well-known athletes and innovative discussions on current issues.
Brands are increasingly recognizing the cultural influence of sports, as underlined by Sidhu’s remarks on its capacity to shape culture.
Lucas Petrie from Clarins USA reiterated that in-person marketing through creators is vital for effective messaging.
“Creators help translate scientific knowledge into authentic stories that resonate,” he noted.
The French beauty brand is also promoting the launch of its cryoplumping lip oil during the festival, hosting VIP events at the Crane Club inside the Carlton Hotel’s Luya Restaurant.
Josh Rosenberg, CEO of Day One Agency, highlighted the significance of real-world advertising, recalling a successful campaign that created personal connections with consumers.
In collaboration with Chipotle, they developed a promotion for customers who showcased their tattoos at the register. This campaign occurred on Friday the 13th, a popular day for tattooing, leading to significant sales spikes.
“We pay attention to our fans’ interests,” he remarked. “In a world bombarded with information, it’s these captivating moments that truly stop people in their tracks,” he concluded.
