As focus turns to creativity, Facebook, Google et al will have to rethink their Cannes activity

"The news of Cannes Lions' 'streamlined' proposition has been largely welcomed by the belt-tightening creative community, who will enjoy both the greater amount of attention placed on their work and the cash-saving measures put in place. But it's not just organiser Ascential that will be stepping up its creative game - sponsors, notably the tech brands and consultancies, will be expected to change how they activate on the Riviera too."

"Big spenders at the festival, such as Google, Twitter and Facebook, will be actively encouraged to get more directly involved in Cannes Lions and its renewed focus on creativity. In the past few years, these (relatively) new marketing players have kept themselves at arm's length from the festival itself: they're known for purchasing expansive beach space but not entering awards; hosting exclusive, expensive parties but never throwing themselves at the speaker list."

Cannes Lions' streamlined proposition reduces festival scale while increasing attention on creative work and lowering costs for attendees. Major sponsors, especially technology companies and consultancies, are being asked to shift how they activate on the Riviera and to take more direct part in the festival's creative focus. Historically Google, Twitter and Facebook bought beach space, hosted exclusive parties and avoided awards and speaker slots. Accenture Interactive used Cannes Connect wristbands and signalled interest in awards entry. Organisers plan to encourage greater creative engagement from sponsors to integrate tech players into festival programming and avoid the event becoming a technology conference.

Read at The Drum