• by Anne Bologna , Columnist, July 2, 2018

Having spent a week at this year’s Cannes, I’ve had time to reflect on the state of the industry and how the event itself has evolved over the years. From my point of view, Cannes needs to re-assert its purpose in the industry. At the moment, there seem to be three Cannes: a celebration of creativity (in the Palais) an ad tech and publisher trade show (networking on the beach and in tents), and schmoozing among the industry’s rich and famous (VIP invitations for the people with the most money or the best connections.)

While all of these have their advantages, I believe that Cannes needs to get back to its mission of inspiring and elevating the industry in a way that integrates the content with the ways in which content and ideas are distributed (through platforms, publishers and ad tech).

How should it go about this? 

1. Create a better connection to the industry: Maybe it has to do with the state of the world, but the excesses of Cannes feel a bit disconnected from the pressure, contraction and disruption currently taking place in the industry. Among the most significant changes in the industry is how marketing has changed from telling a great brand story to driving revenue. I’d like to see Cannes take on that challenge — in everything from how it rewards the industry’s best ideas to curating meaningful discussion about that.

Also, at the very least, as the industry seeks to attract new talent, it should continue to place fresh talent on the main stages versus the usual celebs. Finally, while Cannes is a stunning setting, it might be interesting to choose a venue that could use some economic support. For that, maybe Cannes itself could win a “Grand Prix for Good.”

2. Focus on the micro: In my experience during this year’s festival, micro events trumped the tentpole events. Events that got the most buzz, and likely greater ROI, were the intimate dinners and discussions curated by the likes of Brand Innovators or Me and Mr. Jones versus the larger events hosted by the usual suspects. While there will always be a need for and interest in larger, splashier events, these intimate connections, discussions and round-tables seem like better ways to navigate this complex landscape.

3. Continue to embrace innovation: There will continuously be new tech like AI, machine learning and a new batch of start ups on the scene, and industry needs to embrace this shift while also connecting it to creativity. While everyone knows these innovations will be transforming marketing as we know it, more can be done to connect these innovations to marketing programs and campaigns. Brands like L’Oreal are doing this well; they are on the forefront of innovation, bringing together people and expertise across many different sectors to fuel new creative ideas and drive the business forward. 

4. Business transformation: This is a mantra for most businesses today — including marketing and advertising. What about the festival itself? While I applaud the changes made this year to limit the days and scope of submissions across categories, among other minor things, I’d love to see Cannes evolve with the times in bigger ways that delivers on its real mission: to elevate and inspire the industry.