Over the past couple of weeks our Head of Strategy Jonathan Izzard has been unpicking the chaos, the creativity and the commercial drivers behind advertising’s biggest week on the French Riviera. And beow is his final 3 thoughts.
Cannes through the eyes of a first-timer #3
1. Access all areas vs loveless lockouts
Cannes is notoriously expensive, not only the cost of attending but activating your brand too. Yet, the week proved that high investment doesn't have to mean high exclusion.
Some of the most vibrant experiences on the Riviera succeeded precisely because they embraced openness. Activations from brands like Pinterest, Reddit and Meta showed that quick QR-code entries and welcoming spaces create great brand experience. And seeing Shaquille O’Neal interviewed at the Amazon Port surrounded by a crowd of both festival delegates and casual holidaymakers felt like a brand truly living its consumer-first ethos.
Conversely, watching everyday consumer brands hide behind velvet ropes and restrictive guest lists felt like a missed opportunity. While high-stakes commercial meetings certainly demand private spaces, the brands that win hearts on the Croisette are those that find clever ways to bridge the gap and share the love with the broader creative community.
2. The art of subtlety vs the angst of escalation
Cannes operates at maximum volume. It is marketing dialed up to 11, where £15 pints and endless brand activations are treated as the acceptable "Lions Life" baseline. But amidst the sheer excess, a crucial question emerges: does bigger always mean better?
Nothing illustrated this urge to escalate quite like the festival wristband phenomenon. Delegates stack their arms with double-digit wristbands whether that be as a badge of honour, physical memento or sheer difficulty to remove.
The takeaway is a simple one, when is less more? Does the festival have to be about escalation or can we think differently? After all, understated can also mean understood.
3. Why do B2B conversations work harder in Cannes?
Beyond the parties and brand activations, Cannes remains one of the most effective deal-making environments in our industry. But what actually makes this the place to seal a deal?
Does the secret lie in a unique mix of motivation, opportunity and environment? The high cost of entry serves as a natural filter, eliminating time-wasters and ensuring that the people in the room are genuine decision-makers with a purpose. Combine that intent with a ticking clock, an atmosphere heightened by Riviera sunshine and you get a rare blend of relaxed openness and sharp professional commitment.
What Cannes taught us
Looking back across all three articles, Cannes 2026 delivered a clear verdict for brands and leaders alike. Whether you're planning your first footprint on the Croisette or looking to refine your activation strategy for maximum return on investment, navigating Cannes takes clear intention.
If any of these insights sparked an idea for your brand strategy, we’d love to connect. Send us a message to talk through how we can help you make the right impact, build genuine connections, and navigate Cannes 2027.
