The Lion, The Wine, and the Yacht: How Cannes Makes a Killing on Creativity

Awards are the plumbing of every industry—invisible infrastructure that everyone relies on but rarely thinks about. They just happen. The James Beard Awards and The Michelin Star tell us which chefs and restaurants matter. The Grammys decide which music gets praised. JD Power rankings determine which car you'll trust with your family. These aren't just ceremonies; they're rating systems that create hierarchies, generate revenue, and give industries a way to argue about "good." If you can't build the thing everyone's competing for, build the system that decides who wins.

In the business of media and advertising, Cannes is unmatched. Despite the largest contraction the media industry has ever seen. Record layoffs, consolidation, and budget cuts aren’t stopping the parade. Why? Because it’s always on the calendar.