Pack your bags, we're going to Cannes.

By: Maureen Link & Sophia Deutsch

Navigating your Cannes experience can feel overwhelming and like you’re being pulled in a million directions - the panels, the parties, the actual awards. Plus, as the most iconic staple of creativity and innovation in marketing (and at such a steep price point), there can be a lot of pressure to make the most of it.

We’re here to tell you that with the right preparation and intention, it’s possible to take advantage of the opportunities for exposure, networking, and industry recognition and ensure it’s a worthwhile investment. 

If you’ve bought your ticket* and are gearing up for Cannes, here's a roadmap to help you make the most of your time on the Palais.

*As always, we hope if you’ve bought your ticket, you’ve already asked yourself these questions to confirm it is a good use of your time and effort! 

🚨 Katie and Clay will be on the ground representing Black Glass. Reach out (now!) - we’d love to meet up! 🚨

CMO HOUSE EXCLUSIVE CONTENT: 

TLDR: We’ve built a CMO-focused resource of our Black Glass recommendations based on current Cannes and partner programming. We’ll be regularly updating it with additional events and schedule details as we get closer to travel dates. 

Should you have any questions, reach out to Sophia.Deutsch@blackglassco.com.

Where to start:

• Set your intention - Identify a few objectives you are looking to achieve while on-site. Whether it’s being inspired, connecting with peers, or getting your message out in the world, pick something clear and prioritize it - don’t overcommit! 
• Check out the Cannes Lions website – Review the site for a helpful overview of the festivities. Here are a few especially useful resources:
• Review the events – Visit partner & publisher sites to get a sense of what’s happening and what events you might want to attend. Here’s a handful outside of the official programming noted above to get you started!

Where to spend your time: 

The Work: The work at Cannes can inspire and open up new ways to think about your business. There are category specific tours offered daily and many agencies conduct their own for clients and partners. Or, you can DIY it. 

• Black Glass Tip: Actually book time to look at the work installations in the Palais so you don’t get sidetracked and fail to make it there. 

The Panels: With so many events during Cannes, it’s impossible to do it all. Identify 2-3 non-negotiable events for each day, and plan the rest of your schedule around those. 

• Black Glass Tip: Lean on your team to attend a breadth of events – pick different tracks to maximize your reach, rather than swarming the same sessions. 

The Content: CMOs are asked frequently to be on panels outside of the official Cannes programming. This can be overwhelming and doesn’t always drive the most ROI. 

• Black Glass Tip: Look for panels that capture content that will travel beyond the event (if done right, it can be used for marketing and promotional purposes year round!)

The Parties: The night scene can get quite hectic, and CMOs can get pulled in many directions. Be deliberate with where you show up, as tickets and reservations are critical. 

• Black Glass Tip: Plan well in advance where you would like to spend your evenings & RSVP soon.

The People: Schedule small group sessions and meetups to ensure your schedule allows for networking vs. assuming it will just ‘happen.’ A great option is to use meal times (breakfast, lunch, or dinner) as networking opportunities.

• Black Glass Tip: Reach out to agency partners and clients (or prospects) ahead of the festival. All major pubs have a presence too, including Ad Age, WSJ, PTTOW!, Brand Innovators, The Marketing Academy, Insider, The Female Quotient, and many more. 

What to know: 

• Weather: Spoiler - it’s hot. You can expect it to be humid with a low chance of rain and an average high of 76°F (24°C) to a low of 63°F (17°C). Pack fans, sunscreen, sunglasses, mists and sprays; be prepared for the sun and heat.
• Clothing/attire: Wear walkable shoes and expect to be on your feet a lot. Similarly, wear comfortable clothes, pack layers (hot during the day, cool at night) and a variety from casual to more formal to prepare for daytime events and evening soirees. If you plan to be on a panel or a part of content capture, focus on clean colors that allow for high contrast rather than busy patterns. For the official guidance, check out what to pack for Cannes Lions.

• Charging: Charging stations are accessible throughout the activations, but we also recommend bringing portable phone chargers. Our favorite right now is the Anker MagGo. (And don’t forget about European adapters).
• Travel Days: Some folks find it helpful to arrive 1-2 days early and then extend time in Europe to avoid the rush at the main airports (and avoid jet lag).
• Carry-Ons Only: The airports will be chaotic. Try to avoid checking luggage if you can and ship anything you may need for an activation in advance. 
• Car Service: Ubers are a thing in Cannes, so don’t worry about being able to get around throughout the festival. For travel to and from the airport, we recommend booking a driver to avoid the Uber rush.
• Restaurant Reservations: These book up far in advance, so make sure to book your reservations early. If you find yourself strolling the Croissette and wondering where to eat, and you see us, we’ll pull up a chair.
• Looking for an additional (very honest) POV on all things Cannes? We love these Cannes rules by Brian Morrissey.

We hope this rundown helps give you a taste of what to expect (and how to prepare) in advance of your time in the south of France.

Our parting recommendation is to be flexible! It’s so rare for this group of influential marketers to come together, so be prepared to adapt your schedule based on last-minute changes or opportunities that arise in the moment. Take full advantage of it and enjoy.