It is the time of year again when the Mega-titans of the media of the media, technology and advertising of drops in the Mediterranean Sea, where the most important names in the industry will be called in the brilliant French maritime city of Cannes to make offers and discuss the most important problems in the industry.
The Rosé and Champagne event infused for a week, known as the Cannes Lions International Creativity Festival, is again roaring this week during its 72nd year, and has more than 12,000 attendees from more than 97 countries, including a list of large executives, celebrities and athletes.
“These are the largest numbers they have ever had,” said 3CV founder Michael Kassan, who has not only gone to Cannes Lions for more than 25 years, but also is essential to giving it the event.
“You have the agencies, you have the brands, you have the creatives, you have the side of the media and the platforms,” he said. That is why it gets the buzz and that is why Cannes is a mandatory event. I’m not saying to be immune to economic pressures and the like, but Cannes lions numbers are through the roof [this year]. “”
The Grand Poobah self -proclaimed of the illustrious event ruined a large number of media names that will be at this week’s event, including Amazon’s CEO, Andrew Jassy, recently called CEO de Instacart, Chris Rogers and the Disney Entertainment co -chairman, Dana Walden, who is at the workplace when the CEO CEO. Mouse, Bob Iiger, went to the end of 2026.
Heading the speakers of the five -day festival, which begins on Monday, includes the director general of Adobe Systems, Sventanu Narayen, who will take the Creative Champion of the Year Award, as well as the CEO of YouTube, Neal Mohan Tennis Star and the entrepreneur Serena Williams, NFL Player and Taylor Swift Beau, Hello Sunshine Founder Reese Withling Witherspoon and “Tonight Show”. Fallon.
Despite strong assistance, the economy will be the most important for executives, who are affecting the way President Trump, a timid environment and an acquisition environment and uncertainty on how the implementation of artificial intelligence will affect the advertising industry.
“I could have some heat from the economy,” Rob Wilk, Yahoo’s income manager, said.
Wilk. The media company celebrates this 30th anniversary this year, said that the advertisers are “keeping dry” and the waiting to spend versus “reduce budgets and withdraw” and are seeing the same precaution reflected in the preparation, due in part to the fare conversation.
He said that M&A offers will only occur if they are a “welcoming acquisition”, giving the example of Yahoo’s Abril Abril acquisition, the AI -based AI -based news aggregation application of Instagram co -founders Kevin System and Mike Krieger.
The 3cv’s Kasan said he hopes that the environment of M&A is heated later after closing two important agreements. He quoted the merger of $ 13.25 million between the Giant ADomnicom and Interpublic, which is expected to be closed later this year and the acquisition of $ 8 billion from Skydance Media in Paramount Global.
Currently, Paramount CBS-Paramount is embroiled in talks to resolve President Trump’s demand against “60 minutes” on the publication of his position with former Vice President Kamala Harris. According to media experts, legal liquidation will be key for the agreement to advance.
“I think the landscape and the entertainment of M&A will be a little busy after the paramount agreement is over,” Kassan said, saying that Cannes will be a hot bed for making and conversations on how to grow companies.
This year, the executives will focus on four major issues that may promote revenue; He said that artificial intelligence, trade, creators and sports media added that his new 3CV company will host conversations about these topics throughout the week at the Croisette 3CV 3CV.
“Ai is everything, everywhere at once,” he said with a laugh.
Christopher Vollmer, CEO of Medialink and UTA partner, agreed, explaining that “conversations around the AI have gone from the AI creating something interesting to how we create and in a responsible way, in a distinctive and ladder manner?”
“This is a pragmatic application of the AI in the face of a” Gee Whiz “reaction, he added that companies’ financial officers are pressing their marketing heads to spend efficiently and make more money with less money.
“The ability to do it, with the advances in data, technology, etc., reinforces that it is possible to do more with less each year,” he said. “There is a real approach to price performance, what marketing investments of any kind can be related to returning to investment.”
Retail or trade means have become a huge focus for growth brands. Amazon, who will have a strong presence once again in Lions, indicated, as he directed the post in his value proposition to the members.
“All Amazon’s proposal is” we know what you see and know what you buy, “he said, adding that the e -commerce giant drives a convergence between content, advertising, trade and purchases.
“They are no longer just the great giants,” said Lauren Wiener, a global leader in marketing, sales and prices from the Boston consulting group. “New players and leaders in the category are converting trade data into media engines and redefining how advertisers reach consumers.”
Wiener added that marketing chiefs are “remodeling” the way to spend, “do not remove”, and this is taking the way to “bend -” in areas that unblock both efficiency and growth, while increasing costs and business models inherited.
The brand building is also essential on the agenda of any trading company and that the importance of sports media and creators/ influential have exploited in recent years due to their ability to reach younger audiences.
Professional athletes will take center stage in events celebrated by Axios, Medialink, Deep Blue Sports and Stagwell with their impressive sports beach complex, discussing various topics from the creative economy, IA, mental health, style and how to support women’s athletes.
Cannes will host the NBA All-Star Carmelo Anthony, the WNBA champion, Sue Bird, the former star of the NFL Chad “Ochocinco” Johnson, the former Yankee Alex Rodriguez and the football stars Alex Morgan and Megan Rapinoe, among others.
The brands have been supported by athletes because they have become as important as traditional entertainment franchises due to their popularity and ability to promote their commitment to consumers.
Noting the NBA finals, Josh Rosenberg, CEO of the creative communications signature, Day One, said that fans across the country are “really lit”.
“I think it’s perfect for storytelling,” he said, referring to the finals. “Everyone is rooting for their person and I think that in this day and time, it is the one that unites large groups of people, and it is also one of the only times that the public is adjusted at the same time to the same things.”
Rosenberg increased the popularity of sports and sports in general, as a way to reach younger audiences.
“There are all these new personalities who have their own follow -up of social networks and platforms and communities with which fans are really committed, who are the main opportunities for a brand to take advantage of and support athletes on their journey,” he said.
According to Harry Kargman, director general of the mobile brand and the Kargo notice agency, working with creators can help brands expand their reach, but it is imperative to have a diversified, measurable and directed marketing strategy.
Working influencers can be difficult because it is almost impossible to measure the power of its reach, unlike target ads, but said that it can be worth a brand if they are looking to reach new customers.
“I think influencers unlike other places, if they create the appropriate content around a brand or around the brand message and if they have authenticity, can be extraordinarily effective,” Kargman said, “it is near mouth to mouth, but it is the mouth to mouth hundreds of thousands, if not millions of followers.”
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