CANNES LIONS: HOW BRANDS OWN THE WEEK

Winning Cannes Lions has little to do with the size of an activation and everything to do with the value it creates. In this conversation, Michaela Washmon, Director of Festival Partnerships at Cannes Lions, shares how leading brands approach strategy, experience design, and audience building to create meaningful impact before, during, and after the festival.

1. For a brand coming to Cannes Lions for the first time, what separates a meaningful presence from an expensive appearance? 

An activation is not a "nice to have". It should be grounded in a clear strategy with defined objectives where the brand voice and identity aligns naturally to the activation itself. Less can absolutely be more here. Higher spend does not automatically equal greater success, and that's a misconception we see often. There are over 200 official festival partners of all shapes and sizes at the Festival, so there is a place for all, with a team to walk them through the journey from beginning to end.

What really matters is taking a substance vs spectacle approach. Attendees do not want to be pitched at but instead, they're looking for quality conversations, curated moments and experiences, and clear takeaways they can bring back to their business.

2. What do the most successful brand activations at Cannes Lions get right before they ever arrive on the ground?

The most successful activations start by identifying why they are activating, who their target audiences are, and what they will measure their "success" against - long before the event, with clear metrics to establish this far beyond the number of scans they collect at the event solely.

There has to be a clear brand strategy in place before, during, and after the event. This can be in the form of a marketing and PR plan, carefully curated experiences and thoughtful details for target audiences, a stakeholder engagement plan including elevated executive presence, and a post-event comms and outreach plan. All of this goes a long way.

As the age-old saying goes, fail to prepare, prepare to fail.

3. In a week crowded with events, announcements, and competing attention, how can a brand stand out in a way that feels credible rather than performative?

It starts with an activation that speaks authentically to the brand and brand voice rather than being an anomaly in and amongst its other activations and campaigns. Consistency matters.

Brands need to step back and ensure the proposed plan or activation is actually adding practical value to the type of attendee they want to draw in, rather than contributing to an endless vacuum. Leveraging proprietary data, tools, or research that positions the brand as an authority and in a position of credibility, rather than another brand in the sea of voices, is critical.

And leveraging Cannes Lions as a strategic launch moment for a target audience relevant piece can make all the difference in cutting through the noise.

4. As expectations around brand purpose, experience design, and executive presence continue to rise, how has the bar changed for what a strong activation needs to deliver? 

It is not enough to rely on a standalone, one-size-fits-all static approach. Audiences expect immersive and authentic connections, but above all, a hyper-personalized experience.

Audiences want a return on their experience. They need tangible and practical takeaways they can bring home with them post-event. We're also seeing a shift from macro to micro experiences. It's not a numbers game in terms of the number of attendees engaging with the activation; it's about getting the right ones.

5. For brands that already have an established presence at Cannes Lions, what is the biggest risk of repeating what worked before, and how should they keep evolving?

With complacency, there is a risk of getting lost in the noise of the Festival. Brands need to be nimble and adapt to ever-changing industry, cultural changes, and market conditions whilst remaining true to their brand story. We're part of a fast-changing industry and the activation needs to reflect that.

Getting creative doesn't mean a completely new look alien to the last activation. There is something to be said about familiarity and consistency. But there should be feedback mechanisms in place after any activation. Leaning on feedback from past activations from internal and external stakeholders to inform future plans is critical.

6. Looking ahead, what will define the next generation of successful brand activations at Cannes Lions, and what should marketers start building toward now?

Adapting to maintain relevance whilst staying loyal to the brand story is essential. Attendees are demanding deeper interaction, forward-facing ideas, purpose-driven

initiatives, and cutting-edge innovation, so it's important to keep evolving the experience hand in hand with the messaging.

We as a Festival have invested heavily in curated initiatives targeting specific communities including Sport, Creators, B2B, CMOs, and CEOs as we innovate for the future and ensuring that we remain relevant for the entire ecosystem,. Brands that align with these evolving communities and bring genuine value to those conversations will define the next generation of successful activations.