THE CANNES LIONS SURVIVAL GUIDE

By Jeff Sweat

5:30 AM, in Cannes. The swallows outside were awake, and so was I, after four hours of sleep in five days. As the swallows trilled, I thought, “Maybe I don’t really need sleep after all.”

That’s when my body started shaking.

The shaking came at the end of a nonstop Cannes Lions, where I staffed press meetings while also delivering 1500 slices of pizza to drunk people — and developed a corresponding case of PTSD. Even with that history, I still recommend attending. It’s one of the most valuable experiences in our industry.

So while I’m sitting out this year’s festival, I want to help you make the most of yours. Here are some dos and don'ts:

Don’t buy an attendee pass. Every ad tech vendor/publisher/holding company will have a fully programmed beach club. So if money and schedules are tight, you can get all the learning you want without ever setting foot in the Palais.

Do buy an attendee pass. The main stage is still where the brightest lights shine — especially under the new hand of Contagious founder and our friend Paul Kemp-Robertson. And you absolutely need to walk the floors where the work is displayed. How can you know the peaks of creativity if you don’t see it for yourself?

Don’t get on a boat. There will be lots of vendors who want to invite you out on their yacht, and it’s tempting — until you realize you’re trapped there for half a day. My CEO once missed a meeting with the Wall Street Journal because he was out at sea.

Or maybe do get on a boat. If it’s docked, and it’s the kind of party where you are going to meet interesting people. More on that below.

Don’t schedule too many meetings. My own burnout came because meetings often start at 8:30 AM — but most people in Cannes are socializing until 5 AM. All of your favorite journalists will be in Cannes, but they’ll also be slammed. Meet them in New York later, over something other than rosé. 

Do plan to meet as many people as possible. I have had conversations in Cannes that couldn’t have happened anywhere else. Those didn’t happen at the Gutter Bar or the massive beach parties (both don’ts, IMHO) but at the Carlton Terrace or especially at one of the cocktail parties hosted by advertising publications — where you will find all of the people you need to know. If you’re not sure how to get an invite, well…we know some people.

Do remember that rosé is not water. Although it might drink like it. Stay hydrated, people.