WPP boss Sir Martin Sorrell will review how the network participates in future Cannes Lions festivals as the week-long event had become excessive in some areas.
In a video interview with Ad Age editor Ken Wheaton, Sorrell said the festival had become “too big and too hectic, and maybe it has got oversized” in the organiser's drive to "cram revenue in".
“Maybe we take a breath and a pause, maybe stimulated by the results of the (Brexit) referendum to think again what we do here and how we do it and, dare I say it, whether we do participate or not,” Sorrell said.
“It has become a very big exercise, a very expensive exercise. At some levels I believe it has lost a bit of its focus.”
Sorrell said the festival was important to inspire and reward agency staff and also proved valuable to many (but not all) clients. He said it was also a useful platform for agencies and media owners, (increasingly new players such as Facebook and Google) to discuss how plans were progressing.
Sorrell joins a growing chorus of industry leaders who have questioned the festival's focus.
IPG Mediabrands chief strategy and creativity officer Mat Baxter wrote a blog arguing the festival had lost its way with many attendees using the week to party.
“In my opinion, the whole premise of Cannes has been lost. It used to be about celebrating the best thinking in the industry - inspiring people to return to their home market and do even better work,” Baxter says.
“Now Cannes is a celebrity fest where a pop star or someone with a high media profile sits on a main stage and dribbles on about the things they do in their professional or personal lives.”
Baxter reaffirmed his views about Cannes in a video debate with Australian Association of National Advertisers chief executive Sunita Gloster and Diageo marketing and innovation director Adam Ballesty, with the latter saying the 'clickbait' elements were balanced with useful insights.
Check out our full round up of the Cannes Lions International Festival of Creativity, including all of the winners, how Australia fared and interesting sideline interviews.
Did you attend Cannes Lions this year? Share your thoughts with AdNews below or by emailing: arvindhickman@yaffa.com.au.
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