Kassan, who sold his media advisory firm to Ascential, the owner of Cannes Lions, in February, said this week’s ad festival, and CES in Las Vegas, have become the two most important events in the global calendar for tech companies, agencies and media owners to meet.
MediaLink has brought a team of 50 people who will have “upwards of 700 interactions and meetings” on behalf of clients during this year’s Cannes Lions.
“We think it’s an efficiency play,” Kassan said. “People say, ‘Can’t I see all these people in London or New York or LA?’ But in point of fact, you don’t.”
Cannes Lions is famed for its party atmosphere with beach and yacht parties every evening and artists including Ed Sheeran, Solange, Stevie Nicks and The Weeknd due to perform.
But Kassan insisted: “The thing we always rail against is that Cannes is a party. It’s anything but. While you might have a glass of rose in your hand more than you usually do on a weekday, at MediaLink we say that’s just a prop – you’re meant to be working pretty hard.”