Agencies' Week-long Strategies at Cannes Unveiled

The annual Cannes International Festival of Creativity, a staple event in the advertising industry and a must-attend for industry executives, is set to take place virtually this year. This shift to an all-digital format is causing apprehension among some agencies and holding companies, as they grapple with the challenges posed by the virtual festival.

The traditional in-person festival, known for its luxury beach cabanas, fancy dinner parties with big-name singers, and networking opportunities, is a far cry from the virtual format. Many agencies find the all-virtual festival to be less effective compared to the in-person event, raising questions about its effectiveness as a networking and promotional platform.

Adweek spoke with ten agencies and holding companies, including WPP, Omnicom, Publicis, Dentsu, Interpublic, and others, at the start of the Cannes Lions 2021. The majority of these companies plan to engage in a hybrid manner, balancing virtual participation with selective in-person events. Some, however, have expressed intentions to downplay or ignore the traditional festival activities due to ongoing pandemic concerns.

The virtual festival's perceived lack of effectiveness as a self-promotion channel is a concern for many agencies. Moreover, the concerns extend beyond the professional aspect, with many agencies expressing worry about the virtual festival's ability to deliver the fun and celebrity interaction that was a hallmark of the in-person event.

Despite these concerns, more than 10 agencies and holding companies have confirmed their plans to spend the week at the virtual event. However, agencies are reluctant to disclose the amount they spend on the virtual festival, and many are cautious about expressing their views on the virtual festival to avoid appearing dismissive.

The Cannes International Festival of Creativity, which started on Monday, June 21, has faced challenges in the past, but this year's all-virtual format presents a unique set of challenges. As the event unfolds, it remains to be seen how effectively it will meet the needs of the advertising industry in this new digital format.