Cannes Lions fees boom to $25 M, sparking an industry cost‑crisis
Cannes Lions 2026 saw agencies openly tallying the soaring costs of the festival, with a single brand paying $25 million for a Croisette setup and others scrambling to negotiate six‑figure signage fees. The expense surge forces marketers to question whether attendance itself is the only metric of value, spotlighting a sustainability crisis in ad‑industry trade shows.