Adobe spent twice as much on its Cannes Lions presence this year compared to last year, its vp of marketing, Stacy Martinet, told ADWEEK.
Over the past two years, the company’s investment in Cannes Lions has surged. Adobe has long supported the Young Lions and creative competitions at the Palais, and it has had hotel suites or cabanas for meetings, Martinet said. In 2024, Adobe upped its investment by taking over the Majestic Hotel.
“Last year was the year we showed up in a big way, but this year it’s much bigger,” she said.
This year includes an expanded presence at the Majestic, a bunch of billboards and signage around the Palais, an activation with Coca-Cola to show off its Adobe Firefly product, and a presence at Stagwell’s Sport Beach.
