Jack Morton, the world’s leading experimental marketing agency, thus launched several activations at Cannes this year in collaboration with large tech platforms like Meta and TikTok.
“Cannes has become both a creativity festival and an adtech festival over the last 10 years,” Millon said. “Clients that are either big media buyers or media holders tend to come to Cannes. So when you want to do an experience, you can get the perfect audience that’s trying to achieve your client’s objectives.”
“You have one shot to make a first impression and you have to deliver for this audience.”
The presence of healthcare companies and medical marketers has grown at Cannes in recent years and Millon believes the unbridled creativity often present at the festival is relevant for the health marketing space.
“One of the things we’ve seen is the idea that healthcare has to become more human over time,” Millon explained. “By adding in real creativity into healthcare marketing, it helps it become [a more] human medium, and experiences do that as well. Meet with your prospects, meet with your clients, and have a real experience with them.“
IPG Common Ground
IPG Common Ground, a space at the Carlton Hotel dedicated to IPG clients and prospects, serves a few different functions — providing a starting point for marketers to meet with clients and offering educational content to spur collaboration with new partners.
One of the panels revolved around the topic of empowering inclusivity in sports marketing, with a focus on women’s sports. Speakers included Bonnie Smith, and a college basketball player and rapper Flau’jae Johnson.
Meta Beach Experience
Meta Beach in 2024 was all about connections, showcasing the power and possibilities of the brand’s technology to develop new growth opportunities. Jack Morton led the creative execution, production, and thought leadership of Meta’s activities on the beach in person. It brought together all of its brands under one roof.
“[Meta] has a prominent place here on the beach at Cannes,” Millon said. “Many brands have beach experiences, but Meta has the premier beach experience that is close to the Palais, [showcasing] all of their products and services. It has meeting rooms on the beach and it’s quite an expansive experience.”
Guests experienced bespoke-to-Cannes activations featuring the latest in AI, Reels, Ray-Ban Meta smart glasses, and Meta Quest 3 mixed reality VR.
Discover TikTok
Jack Morton also partnered with TikTok to launch Discover TikTok, which took place in the garden in the centre of the Carlton Hotel.
The space consisted of multiple cleverly named touchpoints including the Fit Check Foyer, the Creator Station, and the Trend Trolley. Each space brought the TikTok digital experience to real life, brought together influencers, creators, publishers and consumers and was intended to show how TikTok fosters creativity and ideas that lead to brand growth.
“There are a lot of digital brands that are trying to make a physical experience, and Cannes is such an important place to do it,” Millon said. “You have one shot to make a first impression and you have to deliver for this audience.”
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