For PR people, Cannes Lions can feel overwhelming with thousands of attendees, packed schedules, endless networking and more events than any single human being could attend. It's easy to spend the week doing a lot without accomplishing much.
Intentionality is critical. The most successful attendees don't treat Cannes as a series of meetings, panels and parties. They approach it with a clear strategy and a disciplined plan.
Here are five guidelines that can help maximize the week.
1. Start with your objective
Before booking a single meeting or making dinner plans, ask yourself this question: Why are you going?
Many PR professionals skip this step. Are you there to support clients? Generate new business? Build relationships with reporters? Learn about emerging trends?
Pick your primary objective. It should influence nearly every decision you make—who to prioritize meeting, which sessions to attend, the content you create. Without a clearly-defined goal, it's easy to leave Cannes with new LinkedIn connections and little else.
2. Be intentional with your schedule—but leave room
The best Cannes schedules are thoughtfully planned but not completely packed.
Arrive with meetings already booked. Waiting until you're on the ground is a mistake—most people will have their calendars filled weeks in advance.
But don't schedule every minute. Some of Cannes' greatest value comes from strategic serendipity: running into an old colleague between meetings, sitting next to someone unexpected at a panel, a conversation late at night at the Gutter Bar. Leave open blocks. Those unplanned moments can lead to relationships that outlast the week.
3. Pack for the reality of Cannes
Cannes looks hyper-glamorous on social media. The reality is you'll spend most of the week walking and sweating. There are long days in the heat, crowded venues and plenty of ground to cover on foot.
Comfortable shoes are non-negotiable. Beyond that, pack practically: sunglasses, sunscreen, a bag that holds your essentials and a portable battery pack. Nothing ends a productive networking day faster than a dead phone. And don't forget water. The running joke is that it's considerably harder to find than rosé.
The goal isn't the most stylish Cannes wardrobe. It's gear that carries you seamlessly from a breakfast meeting to a beach activation to a late-night event.
4. Have an anchor location
A certain degree of predictability goes a long way during a busy week away. Knowing where to reliably grab coffee, charge a phone, find a quiet corner to answer emails or take a call makes a real difference.
Pick one or two anchor locations to spend time at each day. Having consistent touchpoints keeps you organized and gives you a place to reset between the chaos. [Yahoo Explorers Society is where you’ll find all the Yahoos holding court this year.]
5. PR yourself
Comms pros spend their careers promoting brands and clients. Cannes is also an opportunity to promote yourself.
That doesn't mean turning every interaction into a sales pitch. It means being visible and contributing to the conversation. LinkedIn and X become especially important during the week; share panel observations, highlight company wins and engage in industry discussions. A steady drumbeat of thoughtful content can help even smaller agencies punch above their weight.
Success at Cannes isn't about collecting the most wristbands. It's about aligning time with your objectives, staying intentional about where to invest your energy and capitalizing on the serendipitous moments along the way.
Like any good PR program, the real impact isn't measured in activity alone. What happens after Cannes is often the best indicator of whether the week was truly a success.
Erin Miller is the Vice President of Global Corporate Communications at Yahoo. Laura Pacas is Director of Communications at Yahoo.