With $18 Billion in Media Up for Grabs, This Is a Huge Year for Dealmakers at Cannes

Keep an eye on acquisitions and recruiting, too

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Beyond the judging, schmoozing and general bacchanalia of the Cannes Lions International Festival of Creativity is a significant amount of wheeling and dealing, be it to acquire an agency or poach a creative chief.

But also top of mind this year is the tsunami of media reviews—18 currently, including Mondelez, Sony, Volkswagen, Johnson & Johnson and Coca-Cola.

"If there's any brokering going on, it's going to be around" the major media reviews, said Andrew Benett, CEO of Havas Worldwide.

The heads of holding companies and media shops, Benett said, will angle to "get extra meetings in and more dialogue with people running those reviews because $18 billion at whatever percentage you want to take—just take 5 percent—is a lot of money to move around."

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