Advertising Age published fluff content titled, “How to be the person people remember at Cannes, according to 10 festival veterans”—featuring self-absorbed bullshit from forgettable nobodies.
Not mentioned among the contrived tips:
• Admit your Lion-winning entry is scam.
• Woo potential clients with lavish gifts, expensive booze, and brazen sex acts.
• If you’re a person of color seeking to be remembered at Cannes, you must perform as an A-list entertainer.
How to be the person people remember at Cannes, according to 10 festival veterans
By Ad Age Staff
The Cannes Lions International Festival of Creativity is a rush of introductions, pitches and personalities—it can be extremely difficult to make a lasting impression. To make the most of your time among the industry’s top players, brushing up on your opener, among other steps, can make a big difference.
Ad Age asked 10 Cannes veterans about successful tactics for rising above the noise. See their tips and the reasoning behind them below.
Finesse up your opener
Amy Worley, global chief connections officer, VML
Cannes is undeniably packed with more brands, tech giants and business leaders than ever, but it’s still the Festival of Creativity. So instead of defaulting to “What do you do?” try asking, “What have you seen that’s inspired you this week?” I’ve found it gets past the small talk and into the good stuff much faster. And who doesn’t love to talk about what they love?
Rita Ferro, president, global advertising, Disney
One of the most memorable first impressions I’ve seen at Cannes came from someone who simply had the confidence to stop, introduce themselves, and ask a thoughtful question. You meet an extraordinary number of people in a single week, and the ones who stand out aren’t the loudest—they’re the ones who are genuinely curious, prepared, and intentional about creating a real moment of connection.
I always appreciate when first-timers, students or young professionals take that initiative. It signals hunger, humility, and an understanding that Cannes is ultimately about people.
Lead with your point of view over your title
Luis Miguel Messianu, founder, president and chief creative officer, MEL
The people who make the strongest impression at Cannes are rarely the ones trying the hardest to impress. The memorable ones are curious, generous and present.
I remember people who didn’t begin with a pitch, a title or a credential. They began with a point of view. They had seen something, felt something, questioned something. They asked smart questions about the work, about culture, about where the industry was going. That stands out because Cannes can be noisy, and real curiosity cuts through the noise.
The best first impression is not “look who I am.” It is “let’s have a conversation worth remembering.”
Leandro Barreto, global chief marketing officer for Unilever and Beauty and Wellbeing
The people who make the strongest impression are the ones who are precise about what they stand for but also approach Cannes with a real sense of curiosity. They don’t try to cover everything; they engage thoughtfully and land a perspective clearly. In a week that’s full of ideas, that kind of clarity cuts through.
I’ve always found it stands out when someone grounds the conversation in real work and real examples and then builds from there. But equally, the people you remember are the ones who are open to going beyond their usual circle—connecting with different brands, perspectives and parts of the ecosystem you wouldn’t normally engage with day to day.
Do the thing you said you’d do
Joe Paluska, chief marketing officer, Commonwealth Fusion Systems
The most memorable first impression I’ve ever seen at Cannes came from Anderson .Paak. After speaking at Amazon Port about authenticity, culture and co-creation, he came right up to the front of the stage. I mentioned that my son was studying hip-hop and was about to turn 21, and Anderson immediately shot him a personal happy birthday video. That moment said everything.
Cannes is full of people talking about authenticity, but Anderson practiced it in real time. He didn’t need to do it. There was no “brand benefit.” He just made a human gesture that my son will never forget. At Cannes, the people who stand out are not always the loudest or most polished. They are the ones who make a huge global stage feel personal. Anderson turned a celebrity encounter into a father-son memory, and that is the kind of impression no business card can compete with.
Crystal Foote, founder and head of partnerships, Digital Culture Group
One of the most memorable first impressions I experienced at Cannes came from the wife of a marketer attending the festival. She was curious about what I did and immediately started thinking about who I should meet. After learning more about Digital Culture Group and the work we were doing, she connected me directly to her husband. What stood out was how naturally she made introductions and created connections in the moment. Cannes moves fast, and some of the best opportunities come from people who are proactive, engaged and genuinely interested in helping others expand their network.
Mona Munayyer Gonzalez, president, Pereira O’Dell
After speaking on the Cannes Creator stage last year, I had several people approach me who mentioned that something I mentioned in my speaker bio—my specific career path, my Palestinian roots—spoke to them and made them want to stop by and say hi. It was incredibly thoughtful and purposeful, which felt deeply refreshing amidst a sea of sales pitches and superficial hellos.
Talk to people standing in line with you
Alejandra Haro, regional leader, Circulo Creativo USA
Absolutely. I once met a person who is now a speaker at the festival, and it happened in the most unplanned, unhurried way. We simply couldn’t get into the same venue, ended up waiting together, and that was it. To me, that’s what a truly memorable first impression looks like: not a polished elevator pitch, but a real human moment. The kind that makes you think I’d love to work with this person someday. So don’t be afraid to talk to strangers; everyone is there to connect.
Kimberly Wilson, board advisor, Fullscale Holdings
The people who stand out most at Cannes are usually quietly moving through the experience. I’ve always been drawn to individuals who lead with authenticity versus transaction.
I remember meeting the chief revenue officer of a pretty big agency who skipped a networking event entirely and instead opted to join me for an impromptu lunch to discuss how culture, creativity and consumer behavior were shifting in real time. It immediately changed the energy of the interaction because it felt genuine and thoughtful rather than transactional.
People remember how you made them feel far more than your title or company affiliation.
Make time for the work—it leaves an impression too
Jorge Plasencia, co-founder, chairman and CEO, Republica Havas
I do not have one specific “first impression” moment with a person that comes to mind. For me, the most memorable first impressions at Cannes have often come from the work itself.
Over the years, there have been so many campaigns that have impacted me and stayed with me. One example is the Lacoste work from my colleagues at Havas’ BETC, which used the brand’s iconic crocodile to draw attention to endangered species. It was simple, powerful and deeply memorable.
Those are the moments I never forget. Cannes is full of people, meetings, conversations and events, but the work is what stays with you. The best ideas make a first impression that lasts.
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