As focus turns to creativity, Facebook, Google et al will have to rethink their Cannes activity

The news of Cannes Lions’ ‘streamlined’ proposition has been largely welcomed by the belt-tightening creative community, who will enjoy both the greater amount of attention placed on their work and the cash-saving measures put in place. But it’s not just organiser Ascential that will be stepping up its creative game – sponsors, notably the tech brands and consultancies, will be expected to change how they activate on the Riviera too.
Big spenders at the festiva