- The Cannes awards are usually where agencies go to hunt Lions, but several agencies are using it as an opportunity to pick up new clients.
- For example, Cutwater — an agency that was born under the Omnicom umbrella but split soon after formation — is enjoying the Cannes without any entries for awards.
- The agency is there to make the connections to lead to new clients, as it last year met the CMO of Georgia-Pacific and became the company's creative agency of record a year later.
Cutwater is doing what any creative agency should — being creative. In addition to agencies, Cannes draws in a lot of marketers from a large pool of sought-after brands. If the agencies can make connections during the awards, those relationships can lead to new clients down the line. This tactic could be applied to a variety of other events that aren't normally considered a place to meet clients.