It’s the Creatives’ Turn at Cannes

Conference starting to get loud

The jam band's deep bass line made it impossible to do Web video interviews outside the Majestic Hotel. It's after 5 p.m. now and the creatives are restless and starting their party early.

     After three days of relatively buttoned-up behavior while the media and digital types held court, the creative cohort, eager for its work to be seen, judged, and maybe even awarded, is taking over. There are more faux fedoras and sleeved-out tattoos than open-neck button-downs and loafers with no socks.

     Is Cannes two conferences in one? It may have that feel this year, but as media, tech, and creative continue to meld, it will be even more seamless in the years to come. But for now, the terrace at the Carlton Hotel is where the two Cannes are colliding.

     It started last night with the Facebook, Starcom, and Omnicom executives noticing that there were a lot of people they didn't recognize in their midst. Tonight, those media and tech guys will be in the minority, and if they head down to the Gutter Bar, they better be prepared to be jostled a bit by lager-fueled creatives from Bonn.

     The bass line thumps even louder now like some approaching T-rex. It permeates the air-conditioned lobby of the mega luxurious hotels along the Croisette where the day's last media meetings are wrapping over rosé, the conference's official lubricant so far. Tonight, though, that's likely to change. Tonight all bets are off.