Are You Experienced: MediaLink's Most Ambitious Activation

Matt Fabian has 10 years’ industry experience in account management, project management and marketing, working with global clients across multiple sectors including tech, banking, media and sport. His collaborative approach with clients such as BBC, MediaLink, HSBC, Intel and Shimano is instrumental in ensuring success and building strong relationships.

His ability to understand their unique needs and develop solutions to meet their goals illustrates his expertise and professionalism. With a passion for sustainability, Matt leads 2LK's push towards sustainable practices and responsible business.

LBB> Can you give us a brief overview of the experience/event itself and a flavour of some of the unique or special elements in this experience?

Matt> The largest brand experience inside the Cannes Lions festival perimeter, MediaLink Beach, was a unique business environment involving 40+ high-profile collaborators, featuring 18 bespoke partner suites, a large bar and 13 branded lounges. 

There was a programme space (named ‘The Salon’) for thought-leadership sessions, a private bungalow, a bespoke sunken tequila lounge, an entranceway signalled by an impressive MediaLink ‘M’ sculpture, plus additional semi-private meeting spaces. 

‘The Salon’ hosted 27 interactions throughout the event, including presentations by well-known personalities including will.i.am. and Jessica Alba.

The whole space seamlessly transformed from a daytime business environment to a social hotspot by night, hosting one of the most happening parties of the festival.

The holistic use of the cabana was special, answering both the client and extended partner network’s needs - an entire ecosystem blended together harmoniously with a purposefully thought out visitor flow. 

Effectively a pop-up HQ, the space had everything attendees might need throughout the day and evening - a hub for movers and shakers away from the hustle and bustle of the Croisette.  

LBB> What was the initial brief from the client on this project?

Matt> Our previous five years activating for MediaLink at Cannes have demonstrated that Cannes Lions is a tentpole event in their calendar. 

For the 71st Cannes Lions, the brief was to create the most ambitious iteration to date, on an increased footprint. It was to be the destination beachside space, fit to host the most important people in media and business.

The takeaway for attendees? “MediaLink is the most connected, insightful – and impactful – consultancy in the world. Their services could revolutionise my business.”

LBB> Who were you designing this experience for?

Matt> MediaLink is the leading consultancy for the media and marketing industries, trusted by brand giants to transform, navigate and grow their businesses. Their annual Cannes presence, MediaLink Beach, acts as a hub for some of the world’s biggest companies in attendance.

LBB> Tell us about the creative ideas - how did that come together?

Matt> Inspired by the beauty of the French Riviera, we turned the biggest space in the Palais perimeter (3,000 sqm) into a chic workplace complex, entertaining enough to attract guests in a city packed with options, discreet enough for confidential discussions, yet still deeply functional, allowing business to be done at the highest level. A physical representation of the quality, productive relationships MediaLink delivers for their clients.

For 2024 we presented a sophisticated, beach club feel. Using soft lines, we brought in a richer, more ambient and intimate atmosphere than previously, with terracotta, navy and stone tones to enhance the vibe. 

We emphasised the feel of luxury with textured walls leading to the premium sponsor spaces - working with over 40 recognisable partners such as The Weather Company, Forbes, Canva and Salesforce. Each room was a bespoke design to meet each sponsor's particular needs.

With the popularity of the sponsor areas at an all-time high, we incorporated a number of additional unique locations: a private Santorini-style bungalow for Albertsons to enhance their brand, and a sunken, covered lounge area on the terrace for a Tequila Komos experience. 

The spatial configuration allowed for easy reorganisation to welcome 950 guests at the Monday night party, sponsored by Pinterest, with multiple bars, a DJ area and an Instagrammable photo opportunity on the beach.

LBB> What were the most interesting challenges that you faced in the ideation and design stage?

Matt> The challenge with this project was designing a solution which met the needs of a wide range of stakeholders (including the main client and all the partners). This added a layer of complexity, making it absolutely critical to align expectations at all points. It was vital we created the right opportunities for clients and sponsors to maximise their presence at MediaLink Beach. 

Our priority was to ensure a creative red thread throughout – joining all the different functional areas into one complete, holistic visitor experience. In addition to the consistent colour palette, the red thread included Bauhaus-style connecting lines which inspired archway windows, delivering a Mediterranean look and feel. This design scheme ran through the architecture, graphic applications and digital identity.

LBB> What uncontrollable external factors did you have to work around?

Matt> Working in an outdoor live environment is always going to present unexpected challenges. On the beachfront in Cannes the weather is unpredictable - you can experience high winds, 30 degree heat and rain all in the same day! This, in conjunction with a relatively short build time (7 days), meant it was necessary for the team to be highly efficient and adaptable. 

After working in the live space for a while you learn to always have a contingency plan - it’s your best friend!

LBB> When the experience went live, what were some of the surprising or exciting reactions or interactions you saw from the public/the audience?

Matt> Feedback from the client was overwhelmingly positive: 

“Thank you for another EXCEPTIONAL WEEK. We truly value the partnership we’ve created over the years and simply could not do it without you. We are deeply aware our build gets bigger and more complex year over year, yet we always feel in great hands knowing you will deliver for us on-site and always with a smile.” Marcella Farman-Dietz, executive director, Events, MediaLink.

LBB> Overall can you give us a taste of the impact of the event/experience - number of users, social media reactions, impact on brand etc.?

Matt> Meeting the client’s objectives of 2024 being bigger and better than ever before, we found a way to increase their space by utilising the Parvais and the rocks - all within budget.

MediaLink Beach welcomed more than 8,000 visitors in four days - 1,000 more than their 2023 presence. This was not only the single largest build in the festival/Palais footprint but the second largest within Cannes – it was the most buzzing too. More than 60 leaders shared their insights in ‘The Salon’ and the space hosted 800+ high-level partner meetings.

LBB> And what did you learn from the experience/event?

Matt> MediaLink Beach does an exceptional job of highlighting how in-person connections create the perfect environment to do successful business. Watching people engaging with enjoyment and intent throughout the space, it was clear they were achieving a lot in a small amount of time - far more in five days than they would working remotely. 

From a production perspective, on this activation it was vital to have the right people doing the right jobs at the right time (across client and agency teams) and leveraging local connections is invaluable for efficient, cost-effective and sustainable working. 

With so many elements and stakeholders, communication and trust are paramount - throughout the whole network. Us, MediaLink, their partners and our suppliers - all working towards a common goal and all informed, every step of the way.