Three favourite things at Cannes this year
1. Seminars
As always in Cannes there is a packed schedule of seminars at the Palais’ Debussy theatre, with the great and the good of the advertising sharing their views on the past, present and future of the industry. In typical Cannes fashion the seminars aren’t just a case of taking to the stage. My favourite was Digitas’ unique format – bringing Cage Fighting to Cannes. Delegates were treated to five three minute “rounds” of debate from experts including actor Common, Monty Miranda and Gavin Palone. The battle summed up the way that the lines between brand integration and brand interruption are blurred. Just as TV spots are evolving into more integrated brand content the A-list Hollywood “star” is also having to get in on the act. Nick Cannon or Mr Mariah Carey, who judged the fight commented that today he is more than an actor and TV presenter, but also producer, network head and brand in his own right. Common reinforced this view when talking about how he now has to align his own brand with that of the brands he “acts” with via product placement and also represents through traditional advertising channels. Collaboration and creativity are a must for this relationship to work.
2. Parties
SapientNitro’s Opening Night Gala on Tuesday at the Carlton Beach saw thousands of delegates enjoy an evening under the clear Cannes sky fuelled by “banging tunes”, a sumptuous buffet and the odd glass of vin. But party head aside what was most interesting was the buoyant mood of the festival in contrast to a more muted feel in recent years. The industry is all set to capitalise on global economic recovery and ready to embrace a new order – namely integrating production, new media and all things digital with the traditional armoury.
3. Networking
Of course a trip to Cannes is incomplete without a few late nights at the Gutter Bar (which I finally discovered was named by a group of Australians way back when, who wanted a cheap(er) watering hole. Gutter comes from the fact that you end up standing in the road). As always by 3 am the joint was heaving. Any earlier and you’re likely to catch a local having a quiet slurp of brandy on their way home for supper. Being in the know of the bar’s location is enough to let you join the ranks of CEOs, ECDs and other industry high-rollers. With rich network pickings like these who needs Monaco? If you’ve happened to sleep the day away (which I hasten to add, I hadn’t) the bar enables you to catch up on all the gossip and key learnings of the day at the Palais. Social media is clearly the issue de jour (see I learnt some French too), yet sometimes you can’t beat the real thing.
Finally, I would love to be able to report on the shenanigans in the tent at the top of the Palais, but entry was restricted solely to Creative Directors. Sometimes there are limits to the skilful PR blag, despite going to such lengths of photoshopping my business card!
