UNPRECEDENTED CROWDS JAM DAY ONE OF CANNES AD FESTIVAL

Formerly Lazy Monday Sees 500 Pack P&G Seminar

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CANNES, France (AdAge.com) -- Monday used to be the deserted day at the Cannes Lions International Advertising Festival, when most attendees were still at their
Photo: Pat Denton
Attendees browse the Palais displays of finalists for the press and outdoor category.
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PHOTOS FROM CANNES LIONS DAY ONE
First Faces From Around the Croisette and Patios

desks in New York or London or Paris before embarking midweek for the French Riviera.

Croisette packed
On Monday afternoon this year, the Croisette beachfront boulevard was already packed with Cannes arrivals. Ed Meyer, Grey Global Group's chairman-CEO and president, stepped onto a chartered bus to head for a Grey-organized dinner at L'Oasis in La Napoule. Leo Burnett Worldwide's CEO, Linda Wolfe, and chief creative officer, Miguel Angel Furones, wandered down the Croisette, and DDB Worldwide's chairman, Keith Reinhardt, was hanging out at the Majestic.

But the real shock was that at 2:30 p.m. 500 people were sitting in an auditorium at the Palais des Festivals for a Procter & Gamble Co. seminar on the roles of media and creative in the marketing process. "And it's a sunny day!" marveled festival Chairman Roger Hatchuel.

P&G seminar
"All work, no beach," said Jim Stengel, P&G's global chief marketing officer, echoing the festival's slogan during a chance meeting with Mr. Hatchuel on the Croisette late Monday afternoon. The

Among the press and outdoor finalists are these ads from Omnicom's Almap BBDO, Sao Paulo, for the news magazine 'Veja.' They feature caricatures of President Bush and Osama bin Laden.
P&G seminar was led by Bernard Glock, P&G manager for global media and communication, and Cliff Francis, executive creative director at a P&G roster agency, Saatchi & Saatchi.

Opening the seminar, Mr. Hatchuel inadvertently introduced Mr. Francis as a MediaCom executive, he confessed to Mr. Stengel. After all, he was trying to keep track of not only the seminars but also about 100 judges at different stages of judging the press and outdoor, TV, direct marketing, media and interactive competitions.

Hot hangout
One of the hottest early-week hangouts is Havas' MPG Communications Terrasse. MPG, looking to raise its profile in the ad industry, transformed the Havana Room, a cigar bar along the Croisette, into a comfy lounge offering everything from WiFi connections to a big screen to watch the Euro 2004 soccer tournament to tapas prepared by a tapas chef imported from Barcelona.

The cigar-bar-turned-MPG-hotspot cleverly highlights the case studies MPG entered for Cannes Lions for Orange, Spanish champagne and Intel.

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