I don’t know who goes to Cannes for the panels, but some of the featured panels do look promising. Given the high cost to attend the industry’s marquis event, perhaps agency principals could demand attendance at X number of panels, plus a full debriefing for the team upon return.
According to a memo reviewed by Ad Age, it costs agencies roughly a minimum of $8,000 to $10,000 to send one person to Cannes.
Ad Age also reports that revenue at Ascential, the public company behind the festival, soared 18% last year to $72 million. That came on a 5% increase in paid attendance and an 8% increase in award entries.
Seattle copywriter, Dan Goldgeier, has long joked, “If you want to make money in advertising, start an award show.”
