The Cannes Lions International Festival of Creativity announced a new partnership with strategic advisory firm MediaLink to host “intimate, curated” activations, roundtables, meetings and networking opportunities for the world’s leading marketers to connect with global entertainment experts and content creators.
The initiative will be called CLX: as in, connect, learn and experience. According to a statement, “eight of the world’s best media and entertainment businesses” will host the events.
The hosts “will have to submit proposals to be chosen,” a MediaLink spokeswoman told Adweek, “looking for a diverse mix of the best content creators from around the world to showcase and demo experientially within the CLX space.”
“One of things that makes Cannes Lions so special is that it provides a global meeting place for the world’s creative communications ecosystem,” Louise Benson, vice president of festivals, Cannes Lions, said in a statement. “CLX will leverage this to offer marketers genuine business opportunities by initiating conversations that lead to valuable partnerships. In a constantly shifting industry, brands understand that creating great content that connects with audiences and creates true engagement is the future, and CLX will bring the world’s best content creators to show them how to do this.”
While CLX might sound like most other experiences at the annual festival, set to take place in 2019 from June 17 to June 21, Cannes and MediaLink claimed in a statement that it will be “the first-fully experiential and immersive activation to sit within the Palais.” For the first two days of CLX, June 18 and June 19, events will be exclusive on an invite-only basis to senior-level brand marketers, media, entertainment and agency executives, as well as certain influencers and entrepreneurs.
After the initial two days, doors will open to all Cannes attendees.
“Marketing is at a fascinating crossroads,” MediaLink CEO and chairman Michael Kassan added in a statement. “It’s not just about the message anymore. Brands know business growth happens by delivering meaningful experiences for people. CLX is first-of-its-kind and will create a unique environment for brands to build the future directly alongside top-notch creators. We’re excited to partner with Cannes Lions to help build ‘the next big thing’ at the festival.”