The Cannes Lions International Festival of Creativity remains the advertising industry’s signature event, but the festival’s sky-high costs and travel demands have prompted agencies to become more deliberate about who they send, and what exactly they expect in return. At the same time, Cannes has also expanded well beyond the creative work, drawing scores of creators and athletes alongside the closed-door dealmaking.

Ahead of the 2026 festival being held later this month, Ad Age asked 11 agencies what they’re hoping to get out of Cannes.

Zambezi

Zambezi is using Cannes Lions as an opportunity to “host experiences for our clients and broader marketing and sports marketing communities,” said Jean Freeman, CEO and principal of the fast-growing indie agency. It is putting on events all week long at its “energy house,” a Provençal maison above Cannes.

“We’re gathering a small group for a Salon Dinner, an intimate conversation with CMOs and celeb partners around brand opportunities in sports,” Freeman said. “Expanding community beyond the agency is also important to me personally. Own It, which I co-founded with Cornett CEO Christy Hiler, is going global and hosting a brunch to bolster women agency ownership worldwide, expanding our work to women agency owners and leaders beyond the U.S.”

Read the full article HERE.