With the industry’s annual fill of rosé on the way, getting ready for the Cannes Lions International Festival of Creativity can feel more overwhelming than the event itself. Attending agencies must carefully map out their time months in advance to maximize their presence on the Croisette.For Campaign’s Question of the Week series, agency folks share how they get the most out of Cannes Lions, from meticulous pre-trip preparation to navigating spontaneous opportunities on the ground. Many executives emphasize the importance of leaving room for serendipity. While some advocate for scheduling every minute, others advise striking a fine balance between intentionality and spontaneity.Become a sponge Ben James, chief innovation officer, Gale“As marketers, we understand the value of knowing your category, and the agency industry is a category unto itself. Cannes rewards the curious and the connected in equal measure. Study the work in the basement of the Palais. Go down the rabbit hole with trusted connections you’ve built over the years. And build new ones; the next generation’s view of the festival is abundant and exciting. The most valuable things you take home aren’t always Lions.”Anthony Romano, CEO, Laughlin Constable“What makes Cannes worth it is the building blocks you take home, not the buzz you chase there. I go to learn from big thinkers, technologists, artists and cultural voices from outside our industry that Cannes uniquely draws to keep us from getting myopic; and to genuinely study the most inventive work to bring that inspiration back to our teams to raise our bar.”Bret Werner, partner, MikeWorldWide“The biggest mistake agencies make at Cannes is trying to do everything. The most successful attendees balance inspiration with intention. The goal isn’t to collect badges or invitations; it’s to leave with stronger relationships, fresh perspectives and a clearer view of where creativity, culture and business are headed next.”Chris Cochrane, cofounder and chief strategy officer, Plug Media, told Campaign that Cannes has evolved into something more than a creativity festival: an ecosystem.“You can spend a week there and learn almost nothing if you stay inside your own category. Everyone leaves with their existing beliefs reinforced. The best Cannes strategy is to deliberately become a tourist.“Every year, I make time for something I have no business being at. The value rarely comes from the scheduled content itself. It comes from hearing how completely different industries describe challenges that advertising thinks are unique.”Dino Myers-Lamptey, founder, The Barber Shop“Learn over breakfast, laugh over lunch, dance after dinner and do everything with good people you know who will bring other good people you should know to the table.”Focus on the work Erin Riley, global CEO, TBWA\Worldwide“For TBWA, Cannes is about being inspired by the power of creativity and partnership; the work that has us all in awe is usually the product of an agency and client union that enjoys a foundation of trust and shared ambition.“There is so much content that feels polite, recycled and beige. We want to hear from the provocateurs — not the ones peddling a doomsday narrative, but the ones with a fresh, hot take. The people challenging the unhelpful conventions of our industry and inspiring us to be more expansive and radical in the face of change.”Jake Barrow, CCO, Czechia, VML“As a bona fide ad nerd, I think the basement is where it’s at. There’s something magical about watching those walls gradually fill out over the week. It’s like a living organism that morphs to reveal a record of the world’s best creativity. Seeing a piece of work go from ‘shortlisted’ to ‘gold’ overnight, with no more fanfare than a humble little sticker, suddenly becomes a momentous event. There’s nothing else on the ad-calendar that compares.”Jo Cronk, co-CEO, Whalar“Cannes is one of the few places where culture, creativity and commerce genuinely collide, and the worst thing you can do is overschedule yourself through it.“I prioritize meetings with clients, creators and partners, but equally important is spending time with the work itself. Don’t lose sight of the craft; that’s what Cannes is really there for.”Schedule with intentionJ. Brooks, founder and CEO, GlassView“Cannes is a sensory overload. My advice is don’t try to see everything; pick two or three Lions categories you actually care about and go deep on those instead. Skip the packed panels where the speakers are just agreeing with each other, because the real conversations happen in smaller sessions or on the side. Write down anything that makes you uncomfortable or that you disagree with. That’s usually more useful than what inspires you.”Harriet Flory, global chief communications officer, Havas Creative and Health Networks“Before the week begins, set clear goals for what you want to learn, who you want to connect with and the conversations you want to be part of. Then, build your schedule around that, rather than trying to do everything. Don’t get consumed by FOMO; some of the best conversations and relationships come from smaller, more spontaneous gatherings away from the big parties.”Josh Hill, executive director, client partnerships, Left Field Labs“Do not make the mistake of treating Cannes like a conference. The most successful agencies treat it like a week-long opportunity to build relationships. Have a plan, but don’t over-schedule yourself. Cannes rewards preparation and adaptability in equal measure. The best conversations — and often the biggest opportunities — usually aren’t on the agenda.”Sam Slaughter, founder, Lighthouse Creative“We get the most out of Cannes by not going and taking the money we save to throw a big party for our team and all the other hardworking creatives who are stuck baking in New York City while their bosses sip rosé by the beach.”Rena Mankes Hula, ECD, Salt SC“The most important thing going in is knowing what your agency wants to get out of it and trying to stay on plot. You don’t want to walk away feeling like you were busy, but not necessarily dropped in. That said, some of the best moments at Cannes are unplanned, so it’s about striking a balance between intention and discovery. A bit of focus goes a long way.”Kerry Tucker, co-president, Virtue Worldwide“Having experienced Cannes from both the client and agency side, I’ve found the biggest difference is what you’re there to collect. As a marketer, I went to find inspiration and future collaborators. As an agency leader, I go to find talent, opportunities and signals about where culture, creativity and business are heading next.”Serendipity and spontaneity Jenny Kelly, head, content, creator and AI, Deloitte Digital“Cannes works best when you balance structure with spontaneity. Don’t forget to leave time for impromptu conversations, as making space for those moments matters just as much as attending programmed sessions. Focus less on leaving with a filled notebook and more on leaving with fresh thinking about where the industry is heading.”Peggy McCann Beanland, chief media officer, GSD&M“We usually have several planned moments on the calendar, such as panels and in-person meetings with senior leaders across our tech and media partners. [However], some of the best parts of Cannes are when you come across a fringe event, meet someone new [or] discover a platform or creator you hadn’t heard of before. It’s about staying curious, soaking everything in and seeing where the week takes you.” Michael Bennett, chief growth officer, Mdrn Logic“The biggest value I find at Cannes Lions comes from balancing inspiration with connection. Leave room for the spontaneous conversations that happen; some of the best ideas and partnerships come from those unscheduled moments that often reveal where culture is headed and what consumers will expect next. Cannes is one of the best places to understand the future of engagement, creativity and how to stay relevant, while building a stronger network of people pushing the industry forward.”Courtney Williams, chief growth officer and managing partner, The Variable“Ditch the formalities. The best parts of Cannes rarely happen in the ‘official moments,’ but rather in the conversations before, after or completely outside of them. Walking the Croisette without a destination or saying ‘yes’ to the random invitation from a complete stranger — that’s when the most impactful and transformative moments happen. It’s where the armor comes off and you remember to just be human. The real value comes from the curiosity, spontaneity and relationships you build when you’re not following a schedule. Cannes rewards those who lean into curiosity, not a calendar.”The essentialsRonald Wohlman, cofounder and chief storyteller, LBRB Collective“Getting the most out of Cannes is pretty simple: Stay hydrated, try not to sweat [and] keep your breath fresh; your pitch begins the second you open your mouth. “Be social, remember names [and] make notes. Introduce yourself to people you find interesting because they said something smart on a panel, are wearing something fabulous or just have a great vibe. Talk to people; not strategically, [but] humanly. “You’re there to learn, expand your mind and grow your business. Life doesn’t get any better than that.”Ellen Faulkner, CEO, Lewis“A little preparation goes a long way to making the most of it. Pack a handheld rechargeable fan. The Palais gets hot, and you’ll thank yourself for it. Comfortable shoes are equally non-negotiable; you’ll be on your feet far more than you expect.“Share what you’re learning in real time. Posting on LinkedIn and other channels throughout the week doesn’t just document your experience; it extends the value to your team, clients and broader network.”Tom Morrissy, chief growth officer, Noble People, provided Campaign with a list of practical dos and don’ts regarding scheduling and the prevention of heat exhaustion.Do…Buy a mini portable fan. People will envy you.Drink water constantly.Be ruthless with your time.Have an informal posse that you can ride or die with.Don’t…Let an [appetizer] tray pass you by, as you don’t know when you’ll see one again.Try to set up one-on-one dinners, unless it’s a ‘client thing.’Go to The Gutter Bar. “[It’s] dangerous. You’ve been warned.”Men, don’t be ashamed to wear shorts during the day; it can get [pretty] damn hot.Daniel Schloss, senior account director, Propeller Group“If you’re not here, you’re there; if you’re not there, you’re probably walking from here to there, and sweaty. If you can, commit to a one location, villa [or] activation for longer stretches of time, and be present with the energy in that room. You’re better served than trying to Tetris each individual panel, party, breakfast and dinner.”