This year was my first ever Cannes Lions. My key take out? It was all about connections. The importance of nurturing and expanding your network. For me, it was the Cannes IRL ons.
As our well-connected Global CEO said: ‘Your connections are who you are’. It’s true, in public relations, even on the global stage it’s a small world. Who you know and your little black book is a central part of your craft.
Office life, new business, career advice, journalist relationships all shape your career and give you equity.
An event likes Cannes attracts thousands of delegates each year. Record numbers in 2026. Despite economic uncertainty and agency consolidation, this isn’t a surprise.
Smart operators understand that being externally focused provides a competitive advantage in these uncertain times. This is particularly true in agency-land where clients tell us they want partners to have an ear to the ground. Leveraging great connections with media, creators and suppliers to pull top tier results out of the bag and make campaigns a success.
We’re working in a world that has felt increasingly divided, with many concerned that tech will further isolate us. Yet panels and roundtables across the Croisette circled back to the importance of maintaining authentic human connection in our fast-paced sector. Leaning into technology and innovation so comms professionals are freed up to do the cool stuff and solve problems for brands.
With earned storytelling also undergoing a renaissance – finding face time to stand out with media contacts (bombarded by AI-pitches) is also more important than ever. What better place to do that than Cannes where the media superbrands and world’s top journalists are out in force?
So, working with an agency which takes its relationships seriously. Here are my top Cannes, key IRL moments of human connection and tips for making them count:
Monday
- Arriving at the Axios Yacht with our CEO for an event before bumping into my New York-based PR bestie (who started out as my Account Exec). He is now at the top of his game and was talking to one of my West Coast based Big Boss’ greatest PR pals
- Tip: Stay in touch with former colleagues and indeed protegees – you never know where people you’ve taught will end up. You are also judged by the company you keep in such a close-knit industry
- Pre-lunch networking on deck at the Axios Sam’s Club and Hotwire ‘Shopping Supercharged’ event with some of the smartest retail and e-commerce storytellers in the world. Key themes later discussed by the luminaries aboard included how retailers were moving beyond transactional marketing toward more relationship-driven narratives
- Tip: Study your guest list in advance and connect VIPs on LinkedIn before you meet them. This means, you have your own unofficial ‘face book’. It also means you know who to look out for and can initiate quick introductions to clients and bosses as people arrive
- PRovoke Media Welcome drinks – thanks to Maja Pawinska Sims and Paul Holmes. Our first glasses of Cannes Rose with a global cast-list of agency bosses, suppliers, freelancers. Also, charities who level the playing field for those breaking into our industry
- Tip: You get out of this industry what you put in. Supporting industry commentators by providing stories. Giving time outside working hours inc. via serving on editorial boards (for a number of years) or volunteering (my boss via Taylor Bennet) means you learn about our craft from reporters and peers as well as colleagues
- Tip: QR codes are the way forward for adding fast-paced PR people on LinkedIn particularly when you have a drink in your hand. Thanks to our marketing team for getting us networking ready here. Though I’ve often been known to ask people to type themselves in to my phone …
Tuesday
- First to Campaign House and a panel on Ai and the bottom line. How it optimizes campaign performance in real-time but relies on human creative sparkle for humor and judgement
- Tip: watched my colleague bowl up to congratulate a panelist post talk – noting that we use the services of their company (I was watching and learning when she did this)
- Next to Fortune to hear the legendary Kamal Ahmed on how to differentiate your brand story. From creators, as central points of failure to the need for talent to future proof personal brand
- Tip: taking an opportunity to say hi to key media stakeholders pre or post panels is critical – also tapping into commercial contacts on the ground to understand key points of focus for flagship publications
- Then to meet Frank WashkuchPRWeek US for the first time. Plus, Grant ToupsHotwire for an informal coffee meet focusing on how AI is transforming the global agency landscape and this year’s standout work at Cannes
- Tip: If you are the PR in the room, you aren’t just participating in the meeting – follow up with key take-outs is key
Wednesday
- Starting the morning in elegant surroundings with world leading PR thought-leaders from the worlds of sport, industry, professional services and retail on Innovation in the Age of AI. Hosted by Paul HolmesPRovoke Media and Grant ToupsHotwire – with discussions ranging from AI as an influencer to its impact on the bottom line
- Tip: Never been too grand to serve the water / coffee at an event. Hospitality and making people feel comfortable is our job. Critically it is also how you get to circulate and make introductions between VIP guests
- Then to see media industry guru Daniel ThomasFinancial Times including an electric session on why we should be the authors of our own reality with the creative force for good that is Wil.i.am
- Tip: we’re doing an event with the brilliant Dan on 8 July in London, in part because we asked him if he’d be happy to host when we saw him on a panel at Ad Week in London some time ago
- Next a catch up with our brilliant Mediaocean clients aboard their yacht – checking out a podcast set-up for our UK MD and their UK day to day lead
- Tip: even if you don’t work directly with a client – understanding who your colleagues work with and making personal connections enriches your agency experience
So, in short, embrace it, IRL is also life and career enhancing.
FAQ
- What was the key take out from this year’s Cannes Lions?
- It was all about connections. The importance of nurturing and expanding your network.
- Why do connections matter so much in public relations?
- ‘Your connections are who you are’. It’s true, in public relations, even on the global stage it’s a small world.
- What practical networking tip is recommended before attending events?
- Study your guest list in advance and connect VIPs on LinkedIn before you meet them.
- What’s suggested as an easy way to add people on LinkedIn at Cannes?
- QR codes are the way forward for adding fast-paced PR people on LinkedIn particularly when you have a drink in your hand.
- What is the page’s view on technology and human connection in comms?
- Panels and roundtables across the Croisette circled back to the importance of maintaining authentic human connection in our fast-paced sector, while leaning into technology and innovation so comms professionals are freed up to do the cool stuff and solve problems for brands.