Yes, you Cannes: Why going to the Lions is right for you

My first dalliance with Cannes Lions was in 2001, as a 21-year-old team assistant at a global ad agency, where I glamourously got to book flights, send out party invitations by post, and watch my entire department have a great time whilst I manned the phones in the office.

Fast forward to 2011, I'd worked my way up the career ladder and received my first invitation to attend as a senior account executive for Persuasion Communications, famous as a PR stalwart at the festival, repping big ad, design, and creative agencies.

I never pictured, at that time, that there might be a place for me there in my own right. But both my career and the Lions have changed significantly in the last fifteen years, and it's never felt like a more relevant time to go for anyone interested in accelerating their creative career.

While collecting my press pass to write for Creative Boom last year, the first person I met in the queue was a 21-year-old university student seeking to enhance his own career opportunities. He wasn't waiting for a team invite, and neither should you.

A quick potted history

Inspired by the film festival, a group of cinema-screening advertisers set up their own Independent Advertising Festival in 1954. Today, the awards cover press and outdoor, media, design, PR, film, branded content, innovation, social and influencer.

Pass holders get access to talks in the Palais, as well as sponsor beaches that take over the Croisette, sandwiched between luxury hotel chains (soon to be White Lotus-famous) and the twinkly blue sea of the Côte d'Azur.

Whilst people might still associate it with advertising, many of the most popular beaches come from the wider world of technology and entertainment, from Spotify and Stagwell Sports Beach to this year's anticipated Female Quotient beach. With no childcare on Wednesday due to no school in France, I'm eyeing up their Camps at Cannes Kids Club.

In the last few years, passes have become more accessible for independents like us with the Creator (€1,245) and Start-Up (€1,345) passes. Given what some "experts" charge for a single-day workshop in London, this pricing isn't wild to me.

As a passholder, you can use the official app to book sessions and meetings, and it helps you to connect with others in advance.

There are also loads of unofficial events and spaces where niche talks and more intimate conversations can take place. If costs are prohibitive, you don't need a pass to experience a lot of the fringe events and other spaces. But it is about connecting and finding out what's on and where.

I don't know anyone else attending. Where do I even begin?

First thing, I would do is type 'Cannes Lions' into the search bar on LinkedIn. That is going to pull up anyone in your network who has spoken about it and might give you some connections attending you didn't realise you had.

Next, be bold: tell your universe, via your newsletter or socials, that you are planning to go and ask if anyone wants to meet up. The worst that can happen is you get zero responses. Chances are, someone in your network will help you connect with folks.

Google is also your friend. A quick search for "Cannes Lions 2026 register" will pull up events you can register for. The Propeller Group also sends out a list of fringe events every year.

Gabriel T Garcia, creative director at Hijinks, says: "In my experience, everyone is a little bit lost and in need of information on where to go next in Cannes. Make sure to do a little research on open-to-the-public production companies and beach events. Then exchange that information with other people you meet at the 72 Croisette bar. As long as you are a nice person to be around, you'll leave with your name in the list of at least three new events."

You might hear 72 Croisette called by its other adopted name, the 'Gutter bar', because so many people gather outside that they stand all the way out to the gutter.

And being open to making new friends and connections is a big part of it. Jimmy Gordon, head of partnerships at Ok Social, says: "Keep it loose, plan a few things, but don't be afraid to just wander. Have a LOT of conversations with a LOT of people. Be prepared to not just meet potential collaborators, but also lifelong friends. Approach everybody and every conversation with curiosity, let fate, your gut, (and maybe a bit of Dutch courage) guide the way. You never know where you might end up. If you're anything like me, you may even end up changing your flight. Twice."

Regarding official events for passholders, all partners are listed online, and each profile details how they're activating at Cannes Lions, with many including registration details.

Some Dos

If you can, I recommend getting there on Sunday, you can then pick up your pass and get your bearings before the whole world descends.

It is a great learning experience. Not only do you get a chance to be in a room with celebrities and industry figures, but you also get a chance to be in a room with celebrities and industry figures. Often, the best gems are found in surprising places. I love the Future Gazers stage for hearing about upcoming trends and what might be relevant to my work as a newsletter creator.

Many attendees aren't just coming for connections but also to access global learning unavailable elsewhere. Adrienn Major, founder of post-production company POD LDN, adds," I show up in Cannes because it helps me stay on top of industry trends and understand where the market is headed next. As a global event, there's nowhere quite like it for building contacts across the US, Europe, Asia and Africa."

It's important for smaller creative shops to have a plan when we navigate the festival, particularly as newbies. Collette Philip, founder and CEO of Brand by Me and Chair of EQTY in Music, says: "I went to Cannes for three years running – twice on the Fringe and once with a Festival pass. And you need to set a really clear intention for the week - think about why you are there and what you want to get out of it. (No judgment, but 'I've heard about great parties' is not a strong enough reason to take a week out of your business to attend.) For me, it's a brilliant way to gain access to industry thinking and learning as an agency founder. I rarely get to make time for this."

Take some time to map out your must-see talks or activations. You will find that some talks overlap or run at similar times, and you might not have time to navigate getting there on time. It's also worth noting that if you do take a pass, many bigger celebrity events will be full, so you want to get there early to save your seat.

Don't underestimate that many people are like you, navigating it for the first time, or that a seasoned visitor is just as likely to want to help you out. Adrienn Major, founder of post-production company POD LDN, suggests: "Joining WhatsApp groups, which are the place to be for arranging meetings, sharing taxis, or finding people to join you at parties and events. I plan carefully but leave room for serendipity, booking meetings while leaving enough gaps to freestyle. Learning is a huge part of the week, so I catch as many panels and discussions as I can."

Some don'ts

Collette Philip advises, "Make connections, don't pitch (unless you have been invited to do so) – Yes, the hustle is real, but I have spoken to many CEOs/CMOs who get sick of being constantly sold to. However, it is a brilliant place to meet amazing people and forge genuine connections."

Where larger creators go, the smaller ones will follow. But that doesn't mean you should sell your soul to get brands to cover you for being out there – particularly if it's your first time. Allow yourself the opportunity to learn from big industry practice: take what you want, apply it to your own business, and leave the rest.

Phil Pallen, who is attending for the first time this year, says: "I know so many creators that are trying to get brands to sponsor them to go, but I wanted the opposite, to go with as few strings attached as possible. The time I'd normally spend pitching brands, I'm putting into exploring the event in-person, which has such a rich history and learning as much as I can about creativity."

Don't underestimate how vast the festival is. It can take anywhere from twenty minutes to an hour to walk from one end of the Palais to another, to the talk you want to attend. Phillips advises: "Have a really clear itinerary and plan who/what you want to see in advance – and don't forget to account for walking distance along the Croisette. If you just wander around seeing what you fancy or only going to celeb panels, you will spend a lot of time queueing in the sun!"

For me personally, as a somewhat (undiagnosed) neurospicy person, I also get tapped out. It's hot, there are a lot of people, and it can be very intense. I need time to recharge or arrange quieter one-to-one meet-ups off the main stretch.

Some watch outs

It's very easy for me to encourage you all to go as someone who is white, local, speaks intermediate French, and drives home at the end of each day.

Philip adds: "Stay safe – it saddens me to say this, but although there has been a lot of talk around making Cannes inclusive, it is still not a safe space if you are from a minoritised background. As a Black woman, I have experienced racism every year that I have been to Cannes, and I am not alone. Sexual harassment is rife, and I have heard from disabled folks that many spaces remain inaccessible. I actually took a year off going in 2025 for this reason. I am going back this year – and I am interested to see if the structural changes promised by organisers have come to fruition."

Can I apply to speak?

Yes, you might be able to still get in on some fringe events with brands if you have relationships there. If you want to be on the official line-up, you need to apply usually in November/December the year before. If you Google 'submission guide for Cannes Lions', you will find the page with submission details. Need more inspiration? This is a great post from Rachel Lowenstein on how she got speaking work.

Bolt on a few down days at the end

Take a walk around the recently refurbished museum of contemporary art at La Malmaison Cannes, and pre-book your ticket here.

Book a 15-minute taxi to the old part of the next town, Le Cannet. Shop from one of the 50 small businesses and local artisans on the Rue Saint-Sauveur and book a table at Chouchou.

Staying on for the weekend? Catch a ferry to the Île Sainte-Marguerite.

Beyond the Croisette, head to the marché (market) Forville, on Mondays it's a brocante (flea market), but every other morning get your fresh fruit and veg, grab a drink from a nearby cafe and watch the locals go by.

Travel & accommodation logistics

This year, the festival is less than a month away, so flights into Nice are outrageously expensive. However, the trains are a great way to travel, and the picturesque route from Paris to Cannes has fantastic views, and if you need a few hours focused on getting some writing done, it's perfect.

If you are planning to go next year, book your flights as soon as you can to reduce your costs. Taxis from the airport to Cannes cost around 100 euros.

There are some great Airbnb options in Cannes within walking distance of the Croisette and the main throng. Or you can always stay slightly further out to get your steps in the morning, walking along the beach in Cannes La Bocca.

Packing tips

You'll need a water bottle, obviously. At this time of year, it's going to be hot. As such, take some suntan lotion. Plasters are another must – the blisters from walking in the heat can be real. Even better, take an umbrella – for shade and for showers. You'll thank me later.

Note: supermarkets don't sell painkillers or other medical supplies; head to the pharmacy if you need anything.

Don't forget chargers with French adaptors – the easiest way to make new connections. Plus, a hat and sunglasses. Trust me on both.

Final takeaways

I know it's a lot to take in, so here are a few handy reminders. Post on social — let people know you're coming. Register for fringe events. Draft a wishlist: who to meet, what to say.

Want to speak? Let organisers know you're available for last-minute slots for relevant talks. Flights get cancelled, and people get sick.

Dream Big. You never know who you will meet. Know your one-liner. Looking after talent? Request the press list here.

Most of all, remember to have fun.