While Cannes Lions basks in sun-drenched glamour, there’s a parallel universe in London’s Soho, where the marketing directors and CMOs who can’t go to Cannes come together for Cannt, writes organiser Richard Robinson, executive director of Ingenuity+.
Held on Wednesday (18 June), the event was designed as a cheeky antidote for those who didn’t board the plane to Nice, but still want networking, drinks and a little bit of magic. Le Pavement becomes La Croisette for just one night and if you know, you know.
Cannt is unashamedly based on a spirit of reciprocity and rosé, and was born from the true story of a marketing director who only discovered her campaign had won a Cannes Lion after spotting it on a LinkedIn post from her agency – week after the event.
What began as a bit of fun has grown into a surprisingly strong platform for connection and goodwill.
There’s no agenda, no panels, no promo swag. Just a well-stocked bar, a well-curated guest list, and conversations with good people who get it.
Attendees described it as “therapy with cocktails” and “Cannes without the queue for the Gutter Bar.”
When you hear someone say “this is the first time I’ve been to a marketing event in June without having to pretend I care about AI, blockchain or flying taxis”, you know you’re at the right place.
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The truth is, missing Cannes can feel like missing out. Everyone’s posting sunsets and stages, pictures with the holy trinity of Ritson, Mayhew and Tindall, while back home you’re approving assets and praying for five minutes of quiet.
Cannt aims to flip the script, because you’re not missing out; you’re just being invited to something far more silly with like-minded people who care deeply about marketing.
The parting words of a CMO last night said it all: “I came for the wine, stayed for the people, and left with three ideas I’m definitely going to steal.”
Perhaps what’s most satisfying is how much senior marketers appreciate the premise. Cannt has become something of an alternative, albeit daft, badge of honour for many.
You weren’t in Cannes – and let’s face it we’d all like to be in Cannes – but you were at a gathering of brilliant marketers on home soil.
So no, we weren’t sipping rosé on a yacht. But we were clinking glasses in a bar in Soho, laughing, plotting, connecting and remembering you don’t need a beach to feel inspired.
In fact, no one asked for a hashtag. No one pitched. No one name-dropped a speaker.
And yet (or perhaps because of that) everyone left feeling like they’d actually been somewhere.
To everyone in Cannes, we salute you. And to everyone else? We’ll keep your glass chilled for Cannt 2026.
Images: Cannt Attendees 2025.
