It’s a golden age of marketing. Technology gives unmatched reach and measurement – and it’s only improving. But is creativity keeping up?
“One of the tasks for our industries is to realise the potential of creative,” said Mars Petcare CMO Jane Wakely on the importance of bridging the gap between creative and programmatic.
Programmatic advertising found itself in the spotlight at Cannes as the discipline that has dominated headlines took centre stage once more. At a lunch hosted by Campaign and programmatic specialist The Exchange Lab, senior marketers and programmatic experts discussed how to progress programmatic together in an honest and forward-thinking debate.
The importance of programmatic to the modern marketer cannot be understated. Some 80% of digital display ads are now run via programmatic advertising.
Possibilities created by new technologies mean this is the “most exciting time to be in marketing”, according to John Rudaizky, partner of global brand at EY. “We are living in a superfluid world where overnight markets can shift in an instance.”
A golden toolbox
David Roman, CMO and SVP at Lenovo (pictured below) agreed that today is the “the golden age of marketing”. He said: “The role of the marketer has really changed thanks to the combination of the tools we have, and the attitude of our consumers who want to have a relationship with the brand.”
“The tools we have are better than any other stage,” said Sam Fay, senior vice president of global brand strategy at Guinness World Records. “While marketing fundamentals have remained the same, the way they are being delivered has changed and will continue to change.”
“Technology tools give you more capabilities, but it still takes marketers to genuinely have the passion for the users to translate the tools into something useful,” said Roman. “It is easy to find data specialists that understand the tools; our head of analytics says if you torture the data enough it will give you the answers.” But, he added, that it’s the marketers who can provide the creativity.
Chris Dobson, CEO at The Exchange Lab, said: “You are only as good as the people who pull the levers on the technology. It is getting that mix between data experts and software experts. And people who understand we are still in the advertising business and making creative that talks to real people.”
The key strength of programmatic is it offers “phenomenal reach at an excellent price point”, according to Mastercard Worldwide CMO Raja Rajamannar (pictured below). But he warned that like using any technology good execution is essential.
Rajamannar pointed out that adblocking is increasing hugely – a PageFair report highlighted how adblocking had grown 30% in 2016 (to 615 million devices) – and it’s not slowing down. “Consumers are telling you ‘I don’t want your ads’,” said Rajamannar.
But this can be tackled if the marketers can meld creativity with programmatic. Wakely (pictured below) agreed with the premise that programmatic can be used for brand building.
“One of the tasks for our industries is to realise the potential of creative,” said Wakely. “At its very simplest level, programmatic is a huge opportunity to reduce wastage, but the much bigger opportunity is in combination with data, insights and our own DMP to build the right conversation at the right time, and to link it to conversion.
“My philosophy of brand building is of course we want to build emotion, meaning and be distinctive, but ultimately if you don’t drive sales in the short term then you don’t drive sales in the long term.”
Dobson said it is “massively important” that advertisers have their own DMP rather than outsourcing it, because “data that quantifies the relationship between your customer and your business is your USP. How it’s used should be top of the agenda”.
Talent, trust and transparency
Wakely responded that the difficulty facing her is around talent. She does not think she could “ever have all the expertise required on programmatic internally”.
“I believe that strategic partnerships will be ever more important and collaboration with the right partners is central,” said Wakely. “But at the heart of that is a philosophy of what partnership means, to progress this you need strategic partnerships where the foundation is trust and mutuality.”
And if you have the right partners, you have the right expertise and can build that trust, explained Dobson. He said that there’s a certain “naivety” within the industry – while tech vendors must step up to their responsibilities, the onus is also on marketers to understand fully how their partners are spending their money. “There has been a lack of understanding of how some of the companies you are partnering with are generating profit.”
He said that a retargeting company cares little about the relationship between the consumer and a brand. As a result, an ad for the same pair of jeans will chase a consumer around the web for two weeks even if the customer has already bought them.
“That is fundamentally damaging the relationship between your brand and consumer because you are paying that partner for the wrong thing,” said Dobson.
Dan Salzman, global head of media, analytics and insights at HP, told how HP has changed its entire ad-tech stack.
“We pulled the lid off that can of worms and it was unbelievable. Suddenly our CPMs went down and even when you do that you still have this inventory that nobody ever sees and yet we are paying for those impressions.”
Ending the product chase
Companies such as The Exchange Lab solves inefficient retargeting issues with their technology. The Exchange Lab has many layers to its unified programmatic platform. Proteus creates calm in the chaos of the ad-tech ecosystem, joining multiple demand-side platforms, measurement and verification tech to connect marketers to customers across all devices. Find out more information here
A future of understanding
“Cannes is a litmus test because it is a point in time where you can compare how things have moved on or not developed in the year,” said The Exchange Lab senior vice president Penny Harris (pictured below). “What I find frustrating in the industry is we go to all these conferences and we seem to always discuss the same things without making enough traction.”
Where strides are being made is the ever-growing understanding of the consumer through data. Alison Hatherall, marketing excellence director at Johnson & Johnson, cited data firm Cambridge Analytica’s belief that demographics now take a back seat to someone’s personality profile, which can be built up through data.
For instance, if two women are theoretically in the same demographic they still need to be treated differently if one is an introvert and one an extrovert.
“If you want to speak to them in the right context, you need different creative,” said Hatherall. “The wrong ad in the wrong context can do you a lot of damage.”
Dobson added: “If you get everything else right and the creative wrong then you may as well not bother.”
Rudaizky highlighted the extra costs it takes to deliver tailored messaging as a challenge. “Being able to serve up individual messages is complicated in production terms,” said Rudaizky (pictured below).
The big take away from Cannes this year for McDonald’s vice president of global brand marketing Colin Mitchell has been about the “emotional targeting of programmatic”, which is about finding people in particular moods or moments and is a “step beyond hyper-targeting”.
“Placing messages or experiences in very sympathetic or deliberately incongruent environments is really intriguing to us,” said Mitchell.
Finally, Dobson explained that all new technology needs to be used carefully, not because it is there: “We don’t make the mistake of the industry. We don’t get too excited about technology for its own sake. Our tech is a facilitator and we pride ourselves in actually being relevant to your business.”
Around the table
Raja Rajamannar, CMO, Mastercard Worldwide; Colin Mitchell, VP global brand marketing, McDonald’s; Alison Hatherall, marketing excellence director, Johnson & Johnson; John Rudaizky, partner global brand, EY; Dan Salzman, global head of media, analytics and insights, HP; Penny Harris, senior VP, ExchangeLab; David Roman, CMO and senior VP, Lenovo; Sam Fay, SVP global brand strategy, Guinness World Records; Chris Dobson, CEO, ExchangeLab; Adrian Barrick, global brand director, Campaign; Jane Wakely, CMO, Mars Petcare
As data, technology, and creativity continue their inevitable collision course, the conversation along La Croisette at this year’s Cannes Lions Festival was just as likely to be about the rise of Artificial Intelligence and machine learning, and the availability of in-app SDKs, as about emotional advertising, the customer journey and creative inspiration.
With ad tech now a substantial part of the Cannes Lions landscape we asked a handful of this year’s tech-focused attendees for their unique viewpoints on the French Riviera’s latest event.
Dominic Trigg, VP for EMEA at OpenX:
“As we disembarked from our taxis and UberCOPTERs into the razor-light Cannes sunshine this year, there was one thing that stood out more than the glamorous yachts and pristine coast – the explosive growth in ad tech players. As the ad tech industry continues to thrive, it’s attracted a proliferation of new solutions, all vying to make their mark in the ecosystem. With more providers comes increased competition, but established players – benefiting from experience and knowledge – look secure in their dominance. Relationships are made at Cannes, partnerships seeded and future business negotiations discussed – the importance of this event cannot be underestimated.”
Nick Welch, business development director for UK at ADmantX:
“On the outside, the focus at Cannes shifted to be much more on performance than on creativity – or at the very least, how creativity is predicted by performance and influenced by data. It was clear to see this in action with data businesses and large management consultancies joining the technology companies that are increasingly encroaching on the traditional ad agency turf year-on-year. Personalised marketing that is informed by data, is key in performance marketing and continues to disrupt the status quo – there’s no doubt about it, and Cannes Lions 2017 only reaffirmed this message.”
Alex McIlvenny, UK country manager at Ligatus:
“Creativity and the art of storytelling was a big topic of discussion at Cannes Lions this year. With new creative ad formats emerging, new technologies are making it possible for brands to become interactive storytellers at scale. Finally, marketers are starting to focus on the user experience, but they need to maintain the creativity as the tech evolves. By simplifying the user journey, and improving the targeting and delivery of ads, it allows for more creative content that will boost user engagement.”
Chris Dobson, CEO at The Exchange Lab:
“In the 15 years I’ve been coming to Cannes, I’ve been focused on trying to progress the relationship with the creative side of the industry. There has been some headway, but it still feels like we have a way to go before digital and creative work in total unity. Tech has evolved to the point that we can optimise targeted creative in real-time – but until we achieve unison with creative – we can’t utilise this to its full potential. There are some agencies that understand the importance of close working relationships but they remain too few and far between. We need to work together to deliver programmatic, data-driven creative because frankly, however good your creative or your technology, without the other, your advertising campaigns will struggle to succeed.
Max Pepe, marketing and innovation director at Mozoo:
“There was a lot of chatter around software development kits (SDKs) for app monetisation at Cannes, especially since Google announced in May it’s launching an SDK for app developers. I had a lot of interesting conversations with publishers, agencies and developers about current limitations in SDK technology, and frustrations around generating maximum revenue per impression for in-app traffic.
Right now, there’s uncertainty among app publishers over which SDKs to select to drive the greatest revenue from their traffic. It’s highly time-consuming and complex to manage and optimise vendor relationships, implementations, revenue monitoring, and manage payments.
Consequently, there is demand for serious development in SDK technology, and an appetite for new solutions that give app publishers the ability to drive the maximum possible yield from their in-app traffic. By Cannes Lions 2018, we’d expect to see a significant transformation in SDK technology and solutions.”
Dave Reed, managing director for EMEA at MediaMath:
“High on the agenda at this year’s Cannes was the emergence of in-market artificial intelligence and machine learning. Discussions from up and down the Croisette indicate that the industry is beginning to utilise AI to drive better business outcomes through improved targeting, investment decisions, and creative selection. IBM, for example, led a fascinating panel called ‘Unlocking the power of AI for your marketing mix’. I am excited by this next evolution of automated decision making, as it signals a strong continuation of the trend towards consumer-centric (vs. channel-centric) marketing with a focus on measurable returns for marketing investments.”
Paul Maraviglia, general manager for Europe at MaxPoint:
“Data and creativity were again the focus of every discussion at Cannes. Alongside talk of whether the influx of US ad tech companies is killing creativity, the importance of an effective data-driven approach to marketing was a key theme. However, brands are becoming data rich but insights poor. The key questions they need to ask about data are around availability, visibility and whether it can be attributed to real people either through transactional history, location or browsing habits. To reach consumers at the point they are most likely to buy, creatives can then start designing digital campaigns around the consumer journey rather than as an add-on to the TV campaign.”
Despite calls to rediscover the creative heart of Cannes Lions before next year’s event, and the formation of a committee to review the festival’s format, it is no longer possible to separate technology and creativity. As these personal experiences illustrate the two are now fully intertwined and data is the driving force behind their shared future.
Whilst agency dissatisfaction with the Cannes Lions event itself stole the headlines this year as Publicis announced they wouldn’t return and WPP’s chief executive Sir Martin Sorrell lamented the cost of €32 chicken sandwiches, there was still plenty of buzz around the emergence of what’s happening in the tech and media world. We asked a selection of ad tech executives what their key takeaways were:
Chris Dobson, CEO, The Exchange Lab:
Like many industry buzzwords, I believe AI is over-used. There are a few companies – IBM for example – who are doing great things with AI, but many ad tech companies who specify AI credentials are actually using machine learning, and this is not the same thing.
The problem with machine learning is that consumers aren’t always predictable. That’s not to say it isn’t an important and progressive technology, but it needs to be used in conjunction with people. When it comes to the man vs. machine argument in advertising, people will always be key.
Andrew Buckman, EMEA Managing Director, Sublime Skinz:
There has been a lot of talk about transparency this year. Any vagueness around fees, data usage, and algorithms is now treated with suspicion, as advertisers and publishers increasingly demand transparency. Yet progress is varied – market leaders are changing their practices but commercial advantage is still a key focus for the wider industry.
Another key topic is transparency in campaign management. Advertisers want to know what they make for every pound or euro spent, so publishers — such as The Guardian — are buying their own inventory to understand true cost. We need consolidation – this was meant to be the year the LUMAscape was simplified, but this hasn’t happened as quickly as anticipated – yet the industry expects costs to reduce.
Charlie Johnson, VP, UK and Ireland, Digital Element:
It was the year of the new at Cannes Lions this year, with the focus shifting from the big brands (who were of course still in attendance and offering the variety of attractions and experiences we have come to expect from this unique event) to younger start-ups and innovative tech platforms. It has been both exciting and intriguing to discover the new ideas and game-changing solutions on the market, revealing what we can expect for the advertising industry in the months to come.
Coinciding with this theme, AI and VR (the hot topics of the year) were a key part of the conversation in Cannes. It will be interesting to see how these new businesses and their technologies integrate into the existing advertising landscape, and how the veteran big name brands react to the evolution of the industry. If the speed of technological developments continues at its current pace, marketers and advertisers will need to think fast to keep up.
Thomas Bremond, Managing Director International, FreeWheel:
One of the key themes at this year’s Cannes Lions was the transformation in how people watch TV and video and the impact this has, not only on content, but also the ads around it.
The gap between linear TV and digital video is closing, thanks to the growing adoption of OTT and VOD, and viewers are moving away from their computer screens and back to the TV screen. There has been a lot of discussion about how the industry is reacting to these changes and about the new ways broadcasters and pay TV operators are working together to meet them.
For the video advertising industry to keep up with the changing needs of consumers, all players must promote quality, transparency, and efficiency, and it will take the co-operation of all players – including publishers, broadcasters, adtech providers, and advertisers – to make this happen.
WHAT ARE WE LOOKING FOR:
We are looking for a talented and motivated individual who possesses both strong communication skills and an analytical mind-set to join our operations team, which is responsible for architecting and activating programmatic campaigns for advertisers and agencies alike. Successful candidates will thrive in a competitive and fast-moving business environment while adhering to high ethical standards; will exhibit confidence, empathy and intelligence in discussions with business owners and executives; will devote significant off-the-job time to improving their understanding of the online advertising world; will interact in a cooperative and friendly manner with co-workers; will be self-starters who perform at a consistent and high level; and will enjoy working hard and having fun with other members of The Exchange Lab team.
OVERVIEW OF THE ROLE:
Reporting into the Optimization Director, the Programmatic Executive is responsible for all aspects of ad trafficking including the implementation, uploading, testing, QA, deployment, troubleshooting and analysis of online ad campaigns as well as supporting the client services team on a portfolio of clients, for which they will be overseen by the Senior Account Manager. This involves maintaining the accuracy and organisation of all bid management & trafficking processes and agency interactions related to programmatic campaigns. The ideal candidate will have some prior analytical experience, writing and comprehension skills, and will have done thorough research on the real time biddable (RTB) landscape.
Success in this position is measured by campaign delivery and performance set by meeting client objectives. The candidate must have a desire and motivation to quickly become an expert in the fields of media trading and RTB, working with some of the finest minds in the industry.
KEY ROLE ACCOUNTABILITIES:
To manage day-to-day trafficking and setup of online ad campaigns. Ensure smooth delivery and tracking.
Manage standard, Rich Media and Video creative in raw file or tag format.
Act as an operations liaison to test new and evaluate new features and products.
Respond to general queries and reported problems internally and externally.
To provide quality assurance (QA) to any trafficked ad, daily data uploads and any data output
To escalate any usage concerns or recommendations of the database to the Operations Team Lead
If required to, directly escalate any trafficking issues to any technology providers or internal account
To monitor campaign data for any data anomalies, spikes or drops (for example ad impressions, clicks, spend).
To consider campaign and advertiser objectives and recommend new courses of activity to meet those ends in a clear and concise way.
To work on projects which include improving the company’s trafficking and data processes
Understanding the online bidding process for the purchase of ad impressions, analysing bidding rates, suggest and implement improvements.
Handle daily campaign maintenance including questions regarding tracking and status of various campaigns.
Work with media partners to ensure accurate platform implementation when building private marketplaces
Identify potential problems with delivery and performance, liaising with the AM team & client where necessary to rectify.
Share best practice and learnings amongst the Account Management and Operations teams.
Communicate clearly and efficiently both internally and externally to put the client at the centre of planning and decision making at all times.
Generate various reports for internal teams and third parties
Contributing to the creation of reviews at the end of each campaign, including working with data and providing analysis
Assist in the Coordination of campaign assets (pixels, creative, etc.), troubleshooting where appropriate.
Supporting the AM team to ensure all clients receive regular weekly reporting with detailed commentary.
Assist in the co-ordination of campaign assets (pixels, creative, etc.), troubleshooting where appropriate.
Ensure clients’ experience with TEL from day one is both professional and with a ‘go the extra mile’ attitude.
Be ‘expert users’ of The Exchange Lab products for Advertisers, capable of managing client’s expectations through any elements of our products (e.g. set up times, optimization and reaching campaign goals etc.)
Become an expert in TEL’s internal reporting. Helping to ensure campaign data and setup is accurate and up to date at all times. Responsible for conversion entry into our systems.
University Degree is desirable
Technical aptitude; commercial understanding
Analytical and numerate; high attention to detail
Proficient in Microsoft office suite (including Excel pivot tables and basic formulas)
WHAT ELSE YOU SHOULD BRING:
Meticulous attention to detail, top-notch analytical skills and the ability to make data-driven decisions
Adaptability, flexibility, and ability to operate with poise under pressure
Highly organised, with ability to manage multiple tasks simultaneously, prioritise and focus
Use creative thinking to help meet campaign objectives
Good presentation, communication and interpersonal skills with the ability to articulate and deliver messages effectively
Ability to work in a strong and international team environment
Bright, charismatic, inspirational with the ability to win credibility internally
Fluency in a common second language
Exposure to other areas of marketing or advertising
University degree in Mathematics, Statistics, Computer Sciences or related field
At Cannes Lions this year The Exchange Lab hosted a panel at the IAA cabana, with the panellists debating whether programmatic really is the future. Moderated by Carolin Roth, anchor of CNBC’s Marketing|Media|Money; Tim Webster, co-founder and CSO of The Exchange Lab; Patrick Muir, ex co-founder and CMO of Egg Bank; and current acting CMO at Sherpa; John Beasley, ex-CMO of Monster Energy and current CMO at Vero; and Dan Benedict, chief client officer, Maxus argued the pros and cons of programmatic in today’s advertising landscape.
Webster and Muir, both in the pro camp for the bright future of programmatic, argued that with the changing habits of media consumption and the proliferation of data and devices, programmatic enables us to understand the media journey better than ever before, allowing us to have one coherent conversation with consumers.
Beasley, arguing against the future of programmatic, maintained that it endangers the commoditisation of media, with Benedict, also in the con camp, believing that, while the future of course is, and needs to be, programmatic, creativity shouldn’t be lost.
Webster rebutted Benedict’s argument about creativity as one that shouldn’t be directly correlated with programmatic specifically. “We’re supposed to be debating programmatic, which is a method of delivery”, explained Webster. “There’s a creativity issue across all of digital media, not just programmatic.”
The conversation did largely centre around the issue of creativity in programmatic (and digital media more generally), which is hardly surprising given it’s the key topic of the Cannes Lions festival. “How many advertising campaigns being awarded across the road at the Cannes Lions festival are those coming through programmatic creative?” asked Benedict rhetorically. “Not enough.”
All agreed that creative does need to catch up with programmatic technology and, despite differing opinions in other areas, all did agree the future is undoubtedly programmatic, and that’s certainly no bad thing.
Beasley, from his perspective on the client side, asked whether we should even want everything to be programmatic. In a somewhat counter-intuitive comment about the mechanics of programmatic delivery, he argued that it’s human nature to rush ahead and do something because we can. “Do we want everything to be programmatic? Do we want everything to be known, be pre-allocated, pre-organised, pre-bookable, pre-ordained? I want most of it to be so I that can forecast and model, but I want a certain amount of unpredictability, as it allows me to surprise myself, my audience, and maybe even the industry, and that’s the bit for me we need to leave room for.”
Benedict went along a similar thread, lamenting the lack of excitement that exists within the programmatic space, versus traditional media: “Advertising, and what brought me into advertising 25-28 years ago, was excitement. Programmatic needs to bring an element of excitement back into communication. I think the rationalisation and technical side is driving it and I want to see more excitement back in, as do consumers.”
Webster argued that, while of course there is work to be done creatively, ultimately the consumer doesn’t know or care how the creative was delivered: “What they care about is, was it engaging, was it additive to their consumption experience? Some of these things are predominantly around digital media – I don’t think anyone could say we’ve nailed how to deliver advertising on mobile devices, because we haven’t; that’s a digital challenge. We can move away from the conversation about the [programmatic] pipework; we need to get better at the application of media.”
Speaking as a veteran marketer, Muir summed up how programmatic has changed his world and the world of marketing teams for the better: “What programmatic does in digital is share that black box thinking with the team trying to produce the creative and put the rubber on the road. It’s replacing the Excel spreadsheet presentation containing the media laydown to something you can interact with, come up with right answer for customers, and connect it with the rest of the business.” Muir explained that, “marketing has actually regressed as a discipline, to something where it’s basically the cool kids in the corner doing something with Facebook and Twitter, and product will do what product does, and finance will do what finance does, and then you get to do some stuff on social media if you’re lucky”. Muir believes programmatic and the democratisation of information allows the marketing team to actually do marketing: “That democratisation of what previously was a black box modelled by your media agency allows the marketing team to go back to what they should be doing, which is the full suite of the marketing mix and taking that to the market.”
This individual works with our clients and programmatic specialists to set up, maintain and troubleshoot programmatic campaigns. They will work with multiple creative types and within various technology solutions and DSPs to ensure efficient, accurate and timely trafficking of campaigns; working in a fast paced and fun environment.
To manage the day to day trafficking and setup of online ad campaigns and ensure smooth delivery.
Advise clients and internal teams in technical best practices
Technical point of contact for teams
Surface, investigate, communicate and drive reported issues to resolution. Typically, these are related to ad server technologies, ad tag implementations, creatives, pixels, DSP-related issues and others
Manage a wide variety of creative types (Standard, Rich Media, Native, Video creative, etc.) in both raw file and third party tag formats.
Manage Adserving (DCM) for a wide portfolio of campaigns
Act as an operations liaison to test and evaluate new features and products.
Respond to general queries and reported problems internally and externally.
To provide quality assurance (QA) to any trafficked ad campaigns.
To escalate any concerns or recommendations of The Exchange Lab and Third Party Technology to the wider team.
To work on projects which include improving the company’s trafficking and data processes.
Understanding the online bidding process for the purchase of ad impressions, analysing bidding rates, suggest and implement improvements to setup.
Liaison for third party vendors and technical support teams.
Coach, teach and mentor other members of the team
SKILLS & EXPERIENCE REQUIRED:
University Degree desirable
Relevant experience in digital ad operations
Experience with Adserving (Particularly DCM) highly desirable.
Experience working in DSP’s (DBM, Appnexus, The Trade Desk, MediaMath)
Experience with third party pre and post bid ad verification tools (eg. IAS, MOAT) and/or attribution services (eg. VIQ, Adometry) are a plus
Analytical and numerate. High attention to detail.
Excellent MS Excel skills; good overall skills with Microsoft packages.
Team player with interpersonal skills
Good written English and communication skills.
Well organized, multi-tasker.
Exclusive footage from ‘The Exchange Lab presents…’ in association with IAA. Snippets from our Fireside chat with global hotelier IHG, key findings from our recent Ad Age survey ‘The Digital Ad Future isn’t New Tech-it’s People’ – presented by CEO Chris Dobson, the Great Debate and interview with P&G’s Marc Pritchard.
Carolin Roth, anchor of CNBC’s Marketing|Media|Money, discusses programmatic advertising and its impact on creativity with CEO Chris Dobson.
Temperatures are soaring and tech specialists from across the globe are descending on the French Riviera; it’s Cannes Lions time again. To avoid wilting in the heat and make the most of this colossal networking opportunity, all visitors – especially first-timers – would do well to take some advice from some seasoned Cannes veterans.
Set yourself up for the day…
With meetings, networking, and what will seem like endless traipsing from one location to another (and back again), you’ll need to make sure you start each day with a hearty meal. Most hotels in the Croisette offer amazing buffet breakfasts with tables inside and out. These prove popular, and you will likely bump into acquaintances you’ve met at the event. Plus, it means you start your day on the main boulevard ready to attend meetings at the Cabanas or take in sessions at the Palais.
… and when your day is done
So, you’ve been busy networking since the crack of dawn; you’re hungry, thirsty, and searching for that second wind, but not sure where to go. If you’ve already experienced the whirlwind of the yacht parties, then be sure to head over to the old town and take in the delights of the Irish pub, French restaurants, or stunning cocktail bars where the Cannes nightlife truly comes to life.