This article was originally published in AdAge by Lindsay Rittenhouse.
Sure, “it’s always been a place for folks to let their hair down,” Osborn notes, but he advises advertising and marketing professionals on the ground to not miss the “raw, interesting conversations happening on the sidelines of the event.” That’s how attendees will get their return on investment, in his view.
“There’s a lot here,” Osborn says. “The sheer size and scale of [this year’s event], I’ve never seen anything quite like it.”
Outside of Cannes, speaking in general on proving ROI for clients, Osborn says everything about the media agency’s role “begins and ends with the consumer.”
Amid all the chaos the parties and presentations along the French Riviera, which are certainly relevant to all the brands and agencies constantly fighting for attendees’ time and interest at Cannes.