Cannes Lions 2022: Marketer’s Review, By Founder, Prisca Moyesa

Acknowledgements

To kick off this analysis of Cannes Lions 2022, I have to extend immense gratitude to Women in Marketing, without Women in Marketing’s work, its founder Ade Onilude, and her introduction to the various facets of Cannes Lions, I would not have seen nor been slightly interested in attending. The truth is, in this industry, our work in the marketing sector is paved by someone. There are people, and specifically for us, women that knock on doors that we somehow find ourselves walking through, but not much credit is given. Hopefully, this post inspires you to pay homage to the women who paved the way for you and pay it foward.

The Back Story

Cannes Lions is a celebration of creativity — it’s where “like-minded” industry experts gather, to connect, and discuss the changes in the market, the marketing industry, and creativity from the lens of those working all year round to keep it afloat but most of all, take a slight break in the evenings from thinking about the following day’s tasks, to enjoy one another’s a company, good music, network and celebrate our personal accomplishments.

Visiting Cannes Lions — the first festival since the panoramic, was insightful because it was clear that everyone wanted to be there and OUTSIDE *Beyonce voice*. You’re probably wondering, well of course? No, we seriously needed the escape. Human behaviour has shifted since we experienced a global shutdown and shift in the way the economy and we function, that kind of experience is altering the way we not only work and what we produce, but the consumers we create for.

We often hear how crucial it is for creative thinkers and doers to let our minds roam free, sit by a body of water, take regular walks and “do nothing”, which concludes that our environment ignites the type of insights and ideas that we need to power us through, and before and after everything, that is what stood out to me about Cannes — how the environment helped shape what we experienced, how it alters behaviour, incites gratitude, peace of mind and great work.

Nice, France is one of my favourite places to visit in France. The sense of community that the French people favour is just my kind of vibe, so I entered the environment knowing I had to stay true to its roots, which set precedent for the way I viewed the trip and experienced it. I was open-minded, but also sure and certain that my energy would be of inviting. It’s important that we honour the environments we are in. Study the people, and culture and respect its traditions.

The Agenda

Open-minded and not too sure what to expect from the fringe events completely, I was told to prepare for an ongoing set of activities. Before my departure, my calendar was full to the brim with invitations and events. I can now share that I coined Cannes a different kind of 4 P’s: Panels, Places, People and Parties. (If you do not directly understand the pun you do not belong in marketing, lol)

But I was looking forward to one crucial experience: Inkwell Beach. So that’s where my Cannes experience began and ended. Inkwell Beach was created by Adrienne Smith, who designed the beach in partnership with P&G, Fixer, with the intent to provide a safe and inviting environment for professionals of colour, Black professionals that had not felt seen at the festival, for obvious reasons. A place that was curated to the Gods for the way we live, think and join hands. Inclusion has been a topic of discussion since I entered the industry in 2015, but there are very few executioners who do it the right way, and I was told that Adrianne Smith, got it spot on, so I had to tap in.

Day 1: Tuesday’s Highlights

Understanding the customer, the guest, the audience and the attendee is an art. Professionals sometimes spend hours trying to figure out exactly what they need and want. Inkwell Beach introduced a unique collaboration to its beach via ‘Group Black’ and they brought the entertainment element, that followed panels that took place during the day. And boy, did these events not disappoint. I was fortunate enough to experience marketing in 2017-2020 which were the industry's prime years of going by the book, and brand partnerships were/are a strategic way to connect dots to service one common goal. The term brand partnerships aim to alleviate ego and serve as a palette for collaboration and success. I was mostly impressed by the execution of the opening night, so seeing Hip-Hop Artist Nas show up was merely a bonus. A cool one though 😉

Day 2: Wednesday’s Highlights

Women in Marketing extended the invite to me to represent the creative and talent management work I am doing over at Moyesa & Co. The #IPGCannes2022 breakfast was everything I needed to kick off a string of events — the panellists touched on global inclusion, equity, women and healthcare, and I was impressed by the women's representation on their panels. They weren’t just women who worked at these companies that were called in to fill a seat, they were quality women, with strong and thought-provoking purpose-based views, intelligent and passionate about getting things done. Heide Gardner was part of the vision behind the creation of this breakfast. Heide Gardner understood the power of feeding the mind, so early in the day and how that sets precedent for the day and even the week. I’m grateful to have been handed an invitation, the service and food were impeccable and at this point, I’m incredibly excited about my presence at Cannes.

Spotify Beach was by far one of the most impressive beaches to explore. I have a strong background and degree in Events & Marketing, and it drove a passion for the art once again. This relates back to my aforementioned points about how the environment and art at Cannes incites creativity — and celebrate it. Cannes isn't just there to be experienced, it exists to spark a constant buzz of innovation. The panel I caught up with was on ‘Audio Storytelling’, This #SpotifyCannes experience tapped featured Black Panther’s Winston C Duke for #BatmanUnburied 🦇

A few entries down, Inkwell Beach’s schedule was underway and panels on Inclusivity in Advertising with Adrianne Smith herself were in full swing, and so much more value too long to describe. Remaining engaged and poignant, the panel spoke to me and the hospitality was similarly impeccable. Referring back to my points about understanding your audience. EVERY touch point was considered, and just when I thought I had experienced enough cool ish already, I was introduced to a bit more.

Next up was Twitter Beach. It was only right that I make it to my favourite platform, to express my views on marketing, culture, personal development and business. The beach had a calm energy to it, the weather was great and we were greeted by their very own, GodIs Rivera on how they nurture their community.

Following suit was a trip to the WPP Beach, where a panel ensued on how we can move from thoughtful to practical. I valued the perspective of South African creatives and C-level executives that shared their thoughts on what’s truly missing from the industry.

To close out the day's events that I had the capacity for, I made a trip to the pier to wine down with Wall Street Journal. What a beautiful venue and atmosphere this was. Wednesday was doing the most and I was filled with inspiration. I couldn’t let the inspiration die, and headed back to my apartment to finish off some client work.

In the evening, Inkwell Beach’s cousin's Group Black reinvented the after-party momentum that was missed so dearly pre-pandemic and again, on brand, brought over DJ D Nice, who had previously carried millions through the Panasonic. This placement was a strategic and perfect way to reintroduce us to joy and fun again.

Oh, two more days! “Sign me up for 4 more years” I yell to my friend before shutting my eyes to prepare my energy for the following day. Where WIM’s partnership with Adweek x Warner Bros. Discovery took place.

Day 3: Thursday’s Highlights

If you’re into astrology, you know that Wednesday is the day of communication. So it’s no coincidence that Wednesday became the most active day and Thursday was a lot more selective, well-curated and calm.

Inkwell beach held a breakfast panel on ‘Creative Bravery’, oh wow, you had to be there. For those of us who have American-based family and friends, we hear of their experiences but aren’t completely privy to how it affects their creativity, mind and choices day in and day out. This panel addressed a lot of that and enforced the empathy and sense of community that industry people need. We produce work but we are people first and foremost and I love how this panel restored the humanity in the people behind the branded work.

After feeding the mind, it was time for some sand, sun and fun. This was found at the Pinterest beach. Immaculately designed and curated to the Gods. A cool place for the eclectic creatives who want to bring their full selves to work. There was a tattoo parlour at the festival, and although that experience wasn’t everyone’s cup of tea, it served a particular community and I connected with a few people who valued that aspect of the event.

What’s better than networking right by the beach? This is what Women in Marketing’s partnership with Adweek and Warner Bros. Media brought. To ‘Women in Creativity’. The environment was beautifully designed, it was feminine, elegant and nicely airconditioned. The event was intimate and incited some of the coolest and most deep conversations that I had had all week and I am greatly appreciative of the women I connected with in that room.

The Adweek video team approached me to ask about some advice I would give the next generation of professionals, albeit there were university students in the room, I knew what they needed to hear and what I’d like to be distributed out there. You can watch that clip with some of the coolest women in the game here: 'Listen,' 'Be Authentic:' Advice Women in Creativity Have Given and Gotten: Video | Web Story

Day 4: Highlights & Summary

In between the ‘Places, People, Panels’ were the ‘Parties’ — The art of networking is not trying to steal the spotlight in the rooms you’re invited to, it’s to stay calm, smile and introduce yourself to those in your proximity and discuss topics that you have not have addressed before.

Cannes Lions exceeded my expectations, but that’s because I managed my expectations. I did not expect it to be a holy grail for every single D&I desire, I did not expect to exchange business cards with XYZ — I went in there as myself and I got so much more out of it, and a huge return on my investment.

I closed out Friday at Inkwell Beach, before heading to the Airport, which for me was the highlight of my week and my Cannes would not have been as dynamic as it was without it. So many cool things occurred there. If you find yourself attending Canne, prepare to be inspired, and shared spaces with cool, like-minded individuals.