More Agencies Are Coming to Cannes to Hunt Clients, Not Just Lions

Cutwater shows you can win without entering a thing

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CANNES, France—Viral wizards. Coolness merchants. Holding company evacuees. The Cutwater leaders are many things to many people, but at Cannes they are one thing above all else: Relaxed as hell.

That's because they've literally got nothing to lose. The agency, which has had a roller coaster young life since being founded as an Omnicom specialty shop in 2007 (and splitting off from the holding company soon after), submitted zero entries in this year's Cannes Lions.

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