The 2017 Cannes Lions festival will be a first for MediaLink – though not in the sense of its presence.
After all, the consultancy has been nearly ubiquitous for a number of years, with its sponsorships, the events it hosts like Daily Dose and Tech Talks and its suppers with an invite list full of industry big wigs.
But the upcoming advertising festival is the first time MediaLink will be there as a subsidiary of Ascential PLC, which owns the Cannes Lions festival.
AdExchanger: This is MediaLink’s first Cannes Lions festival since its acquisition by Ascential. What’s the same and what’s different?
MICHAEL KASSAN: There’s a high degree of focus in terms of our obligations to our clients. None of that has changed. We’re curating for 50-plus clients on the ground. And we have 50-plus people on the ground from MediaLink. So our commitment and presence there is very consistent with what it’s been before.
What’s different is an expectation that we have more to say about what happens on the ground at Cannes, even outside of the MediaLink presence. The Cannes Lions organization is an operating division of Ascential, just like MediaLink is, and we are brother-sister companies now. So it’d be disingenuous if I were to say we don’t have closer conversations.