Image source: WPP
Independent agency PMG will take over the Miramar Beach location at this year’s Cannes Lions International Festival of Creativity, marking a notable shift in how major players show up along the Croisette and signalling a broader transformation of the festival’s role in the industry.
For the first time in several years, WPP will not host its signature beach activation, a space that has traditionally served as a central hub for client meetings, networking and industry programming. The move comes as the company sharpens its presence at Cannes through more focused, invitation-only engagements aligned with client priorities, following a wider strategic reset under CEO Cindy Rose.
Into that space steps PMG, which is using the opportunity to debut an AI- and technology-focused environment designed less as a hospitality venue and more as a platform for collaboration, experimentation and learning. The activation will include programming such as hackathons, startup showcases and discussions centred on the practical application of AI in marketing and business.
George Popstefanov, founder and CEO of PMG, frames the move as a natural extension of how the company positions itself. “Since day one, I’ve forbidden people to use the word ‘agency’ internally. I’ve always thought of us as a technology company that just happens to do marketing.”
The takeover represents a significant step up in scale for PMG, which has previously participated at Cannes through smaller meetings and curated events. Securing a full beach space along the Croisette is both a logistical and financial commitment, with industry estimates placing costs in the seven-figure range before production.
Rather than using the space primarily for brand promotion, PMG intends to position it as an open forum for the wider industry. The focus is on creating an environment where startups, brands and technology partners can connect and exchange ideas around AI, an area that continues to dominate both conversation and investment across the marketing ecosystem.
“There’s so much hype and so many conversations around AI, and we wanted to create a space and an environment where the primary goal is to educate and help the community,” said Popstefanov.
While the location was long associated with WPP, PMG emphasises that the decision was driven by the quality of the space rather than symbolic intent. At the same time, the move inevitably reflects a shift in Cannes dynamics, where independent players and technology-driven companies are increasingly visible alongside traditional holding groups.
Beach activations have become one of the defining features of Cannes Lions, functioning as extensions of brand ecosystems where business development, thought leadership and cultural positioning intersect. However, their role is evolving. What were once primarily hospitality-driven environments are increasingly being reimagined as platforms for showcasing innovation, products and strategic thinking.
This year’s lineup reflects that change. While WPP, Publicis Groupe and Havas are stepping away from traditional beach setups, groups such as Dentsu, Stagwell and Omnicom will maintain their presence. At the same time, technology companies including Meta, Microsoft, Pinterest, Spotify and Canva continue to anchor a growing share of the beachfront ecosystem.
Against that backdrop, PMG’s activation positions itself closer to the tech cohort than to traditional agency models. The company’s recently introduced platform “Engineered for Impact” reinforces that ambition, aligning its Cannes presence with a broader narrative around data, engineering and measurable outcomes.
The concept also reflects a wider perception of Cannes itself. Increasingly described as a hybrid between a creativity festival and a technology showcase, the event is attracting a different mix of participants, from startups and platforms to consultancies and data-driven organisations.
