Adobe has doubled its spending for its Cannes Lions presence in 2024 compared to last year, according to Stacy Martinet, Adobe’s vice president of marketing.
The company’s investment at Cannes has steadily grown over the past two years. Traditionally, Adobe has supported the Young Lions competition and other creative events held at the Palais, while providing hotel suites and cabanas for meetings.
In 2024, Adobe significantly expanded its footprint by taking over the Majestic Hotel. Martinet described this as a major step up from last year’s increased participation.
Adobe’s 2024 activities include an enhanced setup at the Majestic, extensive billboard and signage placements around the Palais, a joint activation with Coca-Cola showcasing Adobe Firefly, and a presence at Stagwell’s Sport Beach.