Why Cannes works, and how to get the most out of it

The only times I have missed Cannes were through a broken ankle, the UK recession, pregnancy and a global pandemic… in that order. 

I’ve been in the industry for more than 25 years so I have often been to Cannes and really enjoyed it and, if there was a time that I didn’t enjoy it, well, I don’t recall.

I have often been to Cannes and really enjoyed it and, if there was a time that I didn’t enjoy it, well, I don’t recall.

As you can imagine, over the years, I have shown up in various company roles. For many, many years as Executive Producer for one of the oldest and most famous production companies started by two amazing Hollywood film directors with the surname Scott. This company sure knew how to throw a good time and those villa parties on Saturday each year were the stuff of legend.

Above: Ridley Scott's appearance at the 2018 Saatchi & Saatchi New Director’s Showcase is a standout memory.

A stand-out memory was the 2018 Saatchi New Director’s Showcase hosted by Sir Ridley Scott. RSA Films was turning 50 and it was truly wonderful to see and hear Ridley on stage to discuss the work of the talented young directors.

But, of course, the ultimate experience for me was in 2022 and being on the Lions stage with my wonderful colleagues from Engine to collect the Titanium Grand Prix for Long Live The Prince for The Kiyan Prince Foundation. It was a truly remarkable experience for all of us.

The Cannes Lions International Festival of Creativity is a celebration of great work and people. 

The Cannes Lions International Festival of Creativity is, after all, a celebration of great work and people. It’s easy to be cynical about that, as many routinely are. However, if you are keen to engage with the show that is advertising, you won’t be able to ignore Cannes and what it’s all about. You may not love it, as I do, but you will not be able to deny it’s an extraordinary festival and experience. 

The juxtaposition of the architectural grandeur and the jostling of creatives, marketing specialists, media and tech innovators and others from all over the world makes for a heady mix. The weather in the south of France is glorious too, (although it did rain last year) and the local response to the thousands of visitors is a curious one. Where else in the world would get away with quadrupling the cost of everything for a week?

Above: Nothing compares to the feeling of winning, as Sylvester did in 2022, picking up the Titanium Grand Prix for Long Live The Prince.

But the combination of sun, sea, awards and blatant networking just seems to work. Just as it does for the film festival crowd in May. If you're a young person attending the Lions, here are some tips that may help you make the most of your experience: 

1. Be prepared: Before you leave, do your research and be aware of what is going on and where. Make sure you have all the necessary information, such as event timings and locations, and download the festival app to stay updated on any changes or announcements.

Cannes is a great opportunity to meet people from all over the world who share your passion for advertising and creativity.

2. Network: Cannes is a great opportunity to meet people from all over the world who share your passion for advertising and creativity. Attend networking events and be open to meeting new people. Don't be afraid to strike up a conversation with someone who catches your eye or to introduce yourself to someone whose work you are interested in. However, stick to public areas, and avoid going to private locations with people you don't know well. Be mindful of your alcohol intake and never leave your drink unattended.

3. Learn: Attend as many talks and workshops as you can. The Lions offers a wealth of educational opportunities, from talks by industry leaders to interactive workshops. Take notes and ask questions to get the most out of these sessions. Don’t be shy.