Mark’s tips on developing a successful Cannes Lions strategy

With the annual Cannes Lions International Festival of Creativity less than four months away, now is the time to plan your press strategy for the world’s largest gathering for the advertising and creative communications industries.

Let’s face it. Unless you’re at a big-name company hosting a massive activation like Spotify Beach, Meta Beach, Sports Beach — or any of the “beaches” — it can be hard to rise above the noise and grab reporters’ attention, especially as they travel from panels at the Palais to yacht parties and meetings in the beachside cabanas during the jam-packed week.

So how can you rise above the noise and develop a successful Cannes Lions press strategy in advance of the June 17-21 festival? Follow these steps.

Build your target list

The first step to capturing media attention at Cannes is simple: research who will be there. Get the media attendee list well in advance and begin to prepare. Identify the reporters and media outlets you want to engage with and take a deep dive into their recent articles.

Notice the themes they explore and the stories they’re drawn to. Follow them on social media, engage with their content by sharing and commenting and start laying the groundwork for a relationship that feels organic and genuine.

Make your message relevant

Reporters are inundated with pitches; standing out requires a compelling narrative beyond just “here’s what I do.” Reflect on what makes your story unique and why a reporter would want to talk to you.

Consider the broader themes of this year’s Cannes Lions — which will likely revolve around AI, the evolving digital landscape without third-party cookies, marketing in the luxury sector, and as always, the business case for creativity — and position your company’s narrative within these contexts. Your goal is to make your story resonate not just as another pitch, but as a meaningful contribution to the conversation.

Find out where the reporters are

Success at Cannes Lions often boils down to seizing opportunities for natural engagement. Research where reporters are gathering — the advertising, tech and business press typically host their own events — or have meetings in or near the press room. That is located on level four of the Palais de Festivals, home to the festival’s official panels and award presentations, where you can organically bump into other reporters.

The aim is to foster genuine connections rather than making every interaction a sales pitch. Sometimes, this might even mean facilitating introductions or recommending others for stories, showcasing your value as a source and not just a publicity-seeker. At an event like Cannes Lions, it’s all about relationship-building.

Leverage panels featuring journalists

Reporters moderate panels throughout the festival. Review the schedule, attend relevant sessions and use social media to highlight your presence and insights, tagging the reporters when appropriate. Often there’s a chance to introduce yourself after the panel, allowing you to establish a direct connection and show that you value their expertise.

Designate one central meeting place

The vast footprint of Cannes, which includes branded yachts, cabanas, beachside activations and hotels stretching over a mile along the city’s famed Boulevard de la Croisette, can make meetings a logistical nightmare.

Simplify the process by choosing a central, easily accessible location for meetings, like the steps of the Palais or the patio at the Carlton. This reduces the burden on reporters and increases the likelihood of successful face-to-face interactions.

Consider splurging on a media partnership

If budget allows, sponsoring a media event with a major trade publication can significantly enhance your visibility. Whether it’s a panel discussion or a networking dinner, media partnerships offer a platform to share your story with a captive audience, providing both immediate exposure and opportunities for deeper connections.

Keep the relationship going post-event

The end of Cannes Lions doesn’t signal the end of your efforts. Continue to nurture the relationships you’ve built, follow up with new contacts, share and comment on their stories and keep yourself in the conversation as an expert or thought leader. Persistence and consistency in engagement can transform initial interactions into lasting media relationships.

By following these steps, companies can navigate the complexity of Cannes Lions with a strategic approach designed to capture media attention. It’s about understanding the landscape, crafting a compelling narrative, engaging authentically and maintaining relationships — all aimed at elevating your company’s story above the noise.

Mark Pasetsky is founder and CEO of Mark Allen & Co.