Day 2: Finding Confidence in Conversations.
Walking into the festival on my second day felt completely different from Day 1. Instead of feeling overwhelmed, I felt much more confident navigating the Palais and planning my schedule. I knew where I wanted to go, which activations I wanted to visit, and I was excited to meet more people in the industry.
One thing I quickly realized was that some of the best parts of Cannes Lions happen between the sessions. Whether it was waiting in line, walking through the Microsoft Garden, or introducing myself after a panel, every conversation became another opportunity to learn from someone whose career I admire.
The best opportunities at Cannes Lions aren't always on stage. Sometimes they're sitting in the seat right next to you.
Talk 1: CMOs in the Spotlight – Kraft Heinz, L'Oréal & McDonald's
I started my second day by attending "CMOs in the Spotlight," a panel featuring executives from Kraft Heinz, L'Oréal, and McDonald's. The room was incredibly crowded, and I ended up toward the back, which made it difficult to stay fully engaged throughout the entire conversation. It was one of the first moments at Cannes where I realized that the most popular sessions require arriving early because every seat fills quickly.
Even though it was harder to focus than I expected, I still took away several valuable ideas from hearing three Chief Marketing Officers discuss how they approach leadership and brand strategy.
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Great marketing starts with understanding people, not just products
Large global brands still have to adapt to changing consumer behaviors and culture.
Collaboration across teams is essential to creating campaigns that resonate worldwide.
Strong leaders encourage creativity while staying focused on long-term brand goals.
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One thing I found interesting was hearing executives from completely different industries discuss many of the same challenges. Whether they represented beauty, food, or consumer products, they all emphasized that understanding consumers is at the center of every successful marketing decision.
The session also reminded me how much work happens behind the scenes before a campaign ever reaches consumers. As someone interested in advertising and brand marketing, it was exciting to hear directly from leaders responsible for some of the world's most recognizable brands.
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While I enjoyed hearing from such accomplished marketing leaders, this wasn't my favorite session of the day. The room was extremely crowded, and I found it difficult to fully concentrate because I was standing toward the back. Looking back, it taught me an important lesson for the rest of the festival: if there was a session I really wanted to attend, I needed to arrive much earlier to get a good seat. Even though it wasn't the easiest session to follow, I still appreciated the opportunity to hear how CMOs from companies like L'Oréal, McDonald's, and Kraft Heinz think about leadership, creativity, and building global brands.
NETWORKING ALERT
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NETWORKING ALERT ✳︎
Networking Moment: One Conversation That Changed My Perspective
One of the most memorable parts of my second day happened before the e.l.f. Beauty session even began.
After learning on Day 1 that the most popular talks fill up quickly, I made sure to arrive early. While my friends were in the bathroom, I sat down next to a woman and introduced myself. We started chatting, and I learned that she worked on the marketing team for SC Johnson, specifically on their bug spray brands.
At first, I was curious why someone who worked in bug spray marketing was attending a beauty panel, so I asked her. She explained that her team is working to reposition insect repellent by making it feel more like a beauty or lifestyle product instead of just another household essential. One of the ideas they were exploring was creating smaller, pocket-sized bug spray that's convenient to carry throughout the day, since traditional bottles are often bulky and inconvenient. During our conversation, I even suggested taking inspiration from brands like Touchland, whose sleek, portable hand sanitizer packaging has become incredibly popular with younger consumers. We also talked about how they're trying to shift their target audience away from primarily hikers and outdoor enthusiasts to everyday consumers who simply want an easy, convenient way to protect themselves from bugs. I thought it was fascinating to see how branding, packaging, and design alone can completely change the way people perceive a product.
I thought that was fascinating because it showed me how ideas from one industry can completely transform another. It was such a cool experience because she genuinely listened to my ideas and asked follow-up questions. For a moment, it didn't feel like I was just a student—it felt like I was contributing to a real marketing conversation.
A little later, her friend joined us, and I learned that she works on the marketing team for Febreze. We ended up talking for almost twenty minutes before the session started, brainstorming ideas and discussing how brands continue evolving to connect with consumers in new ways. I also got to learn a lot about their past and how they both actually got into the industry.
By the end of our conversation, we had all connected on LinkedIn, and they even offered to send me some product samples to try. What started as a simple introduction turned into one of my favorite networking moments of the entire festival.
Talk 2: Is There Something in the Water at e.l.f. Beauty?
As someone who has always been interested in beauty marketing, this was one of the talks I was most excited to attend. The session featured e.l.f. Beauty CEO Tarang Amin and President Kory Marchisotto, who shared how e.l.f. has built one of the fastest-growing beauty brands by focusing on creativity, company culture, and community rather than relying solely on traditional advertising.
One of the biggest themes throughout the session was that great marketing starts internally. Instead of only focusing on creating campaigns for consumers, e.l.f. invests heavily in creating an environment where employees feel empowered to be creative, take risks, and bring new ideas to the table. They explained that when people genuinely enjoy where they work and believe in the company's mission, that passion naturally translates into stronger marketing and deeper connections with customers.
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Company culture directly influences creative work.
Marketing should build communities, not just sell products.
Creativity thrives when employees feel supported and trusted.
Kindness and inclusivity can be competitive advantages, not weaknesses.
Long-term brand loyalty comes from authenticity and consistency.
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One of the ideas that stuck with me most was that the best marketing doesn't begin with an advertisement—it begins with the people creating it. Before this session, I mostly thought about creativity from the perspective of the final campaign. Hearing e.l.f.'s leadership explain how much time they spend building an internal culture of trust and collaboration completely changed that perspective.
It also reinforced something I've been noticing throughout Cannes Lions: consumers are looking for brands that feel genuine. e.l.f. has built an incredibly loyal community because they understand their audience and aren't afraid to have a personality. They consistently create content that feels relevant, approachable, and culturally aware rather than overly polished or corporate.
As someone currently interning in social media and content creation while hoping to build a career in beauty and fashion marketing, I found this especially inspiring. It reminded me that successful brands aren't built overnight—they're built by teams of people who share a common vision and genuinely enjoy creating together.
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This ended up being one of my favorite sessions of the day. Since beauty marketing is one of the industries I'm most interested in pursuing after college, it was exciting to hear directly from the leaders behind one of the most innovative beauty brands today. I left feeling inspired not only by e.l.f.'s marketing strategies but also by the way they prioritize people, creativity, and culture as the foundation of their success.
Talk 3: From Creator to CEO – Turning Influence into a Business
Out of every session I attended during Cannes Lions, this was one of the biggest surprises of the week.
I actually wasn't planning on attending this panel at all. I had walked over to the Microsoft Gardens because I saw on Instagram that one of my favorite influencers, Acquired Style (Bridgette + Danielle Pheloung), was going to be there. I've followed her for years because I love her fashion content and how she shares her life online, so I hoped I might get the chance to see her in person. When I arrived, I realized she wasn't just attending—she was actually speaking on a panel called From Creator to CEO: Turning Influence into a Business.
I decided to stay, and I'm so glad I did because it ended up becoming one of the most inspiring talks of my entire trip.
The panel featured Danielle Pheloung (Acquired Style), Jackie Aina, Olamide Olowe, and was moderated by Amy Francombe, Contributing Editor at Vogue Business. Together, they discussed how today's creators are no longer just making content—they're building companies, launching products, hiring teams, and creating long-term businesses.
NETWORKING ALERT
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NETWORKING ALERT 〰️
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There is no reward without taking risks.
Turning influence into a business requires long-term thinking, not just viral moments.
Failure isn't something to fear—it's one of the best ways to learn.
The strongest creators focus on building something that lasts beyond social media.
AI and technology should be used as tools to support creativity rather than replace it.
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One idea that really stuck with me was that nothing is ever truly a failure if you're willing to learn from it. Every speaker talked openly about mistakes they had made while building their businesses and how those setbacks ultimately helped them become better entrepreneurs and creators.
As someone who creates content myself and hopes to work in advertising and fashion marketing, this really resonated with me. It reminded me that success isn't about getting everything right the first time. It's about continuing to learn, adapt, and improve.
I also loved hearing how creators are evolving beyond simply posting online. They're becoming founders, CEOs, and business leaders by turning personal brands into companies with real impact. That completely changed the way I think about content creation. It's not just about creating videos anymore—it's about building something meaningful over time.
Meeting Amy Francombe.
As inspiring as the panel itself was, what happened afterward ended up meaning even more to me.
After meeting Paris Hilton the day before, I realized that the worst someone can say is no. That experience gave me the confidence to start introducing myself to people instead of wondering "what if."
So when the panel ended, I walked over and introduced myself to Amy Francombe, the moderator and a Contributing Editor at Vogue Business. Since working in fashion media and advertising has always been one of my dream career paths, I knew I couldn't miss the opportunity to speak with someone who was already living that dream.
To my surprise, she didn't just chat with me for a minute or two—we ended up talking for nearly thirty minutes.
She was incredibly kind, welcoming, and generous with her advice. We talked about careers in fashion, advertising, journalism, and how all of those industries continue to overlap. She answered every question I had, shared her own experiences, and gave me thoughtful advice about finding my place within the industry.
I honestly expected a quick conversation, but instead she made me feel like my questions mattered. That meant so much to me as a student who is still figuring out exactly where I want my career to go.
Before we left, we exchanged contact information, connected on social media, and she even shared her email with me so we could stay in touch. Walking away from that conversation, I felt incredibly inspired and much more confident about pursuing a career in fashion and advertising.
Looking back, this wasn't just one of my favorite talks because of what was said on stage—it was one of my favorite experiences because of the conversation that happened afterward. It reminded me that some of the most valuable moments at Cannes Lions happen when you're willing to introduce yourself, ask questions, and be curious. If I hadn't walked up to Amy after the session, I would have missed out on one of the most meaningful conversations of my entire week.
Beyond the panel itself, Microsoft Gardens ended up being one of my favorite places to network throughout the festival. Before and after the session, I met several incredible people simply by introducing myself and starting conversations.
One of those connections was AJ Eckstein, founder of Creator Match, who shared insights about the growing creator economy and how brands are building stronger partnerships with influencers. I also got to connect with Christian Brown, Co-Founder and CMO of Glewee, an influencer marketing platform that connects brands with creators. It was fascinating to hear how both of them are helping shape the future of influencer marketing.
I also connected with Lissette Calveiro, a Latina content creator, strategist, and speaker who happened to be sitting next to me and from Miami! She actually introduced herself first, and we ended up having such a genuine conversation about content creation, branding, and the creator economy. She was incredibly kind and encouraging, and we've even stayed in touch since Cannes.
These conversations reminded me that some of the best networking opportunities happen naturally. All it takes is being willing to introduce yourself—you never know who you'll end up meeting. I have stayed in touch with all 3 of them, and truly do believe they will be lifelong connections for me!
A Surprise Celebrity Encounter
As I was leaving Microsoft Gardens, I noticed a crowd gathering around a man wearing all white, crazy sunglasses, and huge gold chains, while several women were fanning him. People kept stopping to ask for photos, but I had absolutely no idea who he was.
Curious, I asked someone nearby, and she looked at me and said, "That's Flavor Flav!"
The second she told me, I realized I definitely wanted to meet him. The only problem was that my phone had completely died.
I still decided to walk over and introduce myself. I told him, "I'm so excited to meet you! My phone is dead, or I would've loved to get a picture with you."
Instead of just saying hello and moving on, he was incredibly kind. He stopped to talk with me, gave me his full attention, and his assistant actually took several photos on their phone and texted them to me afterward so I would still have the memory.
It was such an unexpected interaction, but it reminded me of something I had already started learning throughout the festival: most people are far more approachable than you think. Whether it was Paris Hilton the day before, industry professionals throughout the week, or even Flavor Flav, everyone I met was genuinely kind and willing to take a few moments to connect. Those small interactions ended up becoming some of my favorite memories from Cannes Lions.
Talk #4: Coach – Connecting with Gen Z Through Self-Expression
As someone whose dream is to work in luxury fashion marketing, this was one of the talks I had been looking forward to the most. Coach has done an incredible job of reinventing itself for a younger audience while maintaining its identity as a luxury brand, so I knew this session would provide valuable insight into the type of marketing I hope to work in one day.
The discussion focused on how Coach has shifted its strategy from simply selling luxury products to building meaningful relationships with consumers through storytelling, community, and self-expression. Rather than broadcasting advertisements at Gen Z, Coach emphasized the importance of participating in culture and creating experiences that allow consumers to see themselves reflected in the brand.
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Brands succeed by helping people express who they are.
Have the courage to be authentic.
Gen Z values identity over status and exclusivity.
Products should have meaning beyond their function.
Focus on people before products.
Storytelling creates emotional connections.
Coach's partnership with Penguin Random House encouraged self-expression through books and conversation.
The "What's Your Story?" campaign helped connect strangers through shared experiences.
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One of the biggest ideas I took away from this session was that luxury today isn't just about exclusivity—it's about identity. Growing up, I always associated luxury brands with status symbols, but Coach explained that Gen Z is looking for something much deeper. Younger consumers want to support brands that align with their personalities, values, and lifestyles rather than simply purchasing products because of a logo.
I also thought Coach's partnership with Penguin Random House was incredibly creative. Instead of centering a campaign around handbags or accessories, they used books and storytelling as a way to build community and encourage self-expression. It was such a unique example of how brands can create meaningful cultural moments instead of traditional advertisements.
Because my long-term goal is to work in luxury fashion marketing, I found myself taking notes almost nonstop during this session. It gave me a behind-the-scenes look at how one of the world's most recognizable fashion brands thinks about consumer behavior, storytelling, and brand identity. It reinforced that successful marketing isn't just about selling products—it's about creating emotional connections that make people feel seen.
As someone who creates content myself and is currently interning in social media and marketing for a fashion boutique, I could immediately see how these ideas apply beyond global luxury brands. Whether you're marketing Coach or a small boutique, people connect with authenticity, stories, and brands that help them express who they are.
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This ended up being one of my favorite fashion-focused sessions of the week. Since luxury fashion marketing is the career path I hope to pursue after graduation, hearing directly from Coach's leadership felt incredibly valuable. I left the session with a much better understanding of how luxury brands are evolving to connect with younger audiences and why authenticity, community, and storytelling have become just as important as the products themselves.
More than anything, this session confirmed that I'm pursuing the right career path. Seeing how creativity, fashion, psychology, and marketing all come together at a brand like Coach made me even more excited about my future and the kind of work I hope to do one day. I also have to say this was probably the most organized planned speech I went to of the week. You really could tell when Joon and Julia were speaking, they were extremely knowledgable and practice many times. This made it super engaging and easy to understand as a audience member.
Talk 5: Sephora – Creative Impact: Is Sport Incompatible with Marketing Effectiveness?
Why I Chose This Session
As a former college softball player at Salve Regina University and someone who hopes to build a career in beauty marketing, this session immediately stood out to me. It combined two passions that have always been a huge part of my life: sports and beauty. I was excited to see how a brand like Sephora was approaching women's sports from a marketing perspective.
What the Panel Explored
The discussion focused on how sports marketing has evolved beyond sponsorships and logos. Sephora explained that their goal isn't simply to advertise during sporting events, but to build authentic relationships with athletes and their communities. Rather than viewing female athletes as a niche audience, they recognize them as consumers with diverse interests and lifestyles.
One of the biggest themes throughout the discussion was that successful partnerships happen when brands genuinely invest in the people and communities they support instead of treating sponsorships as advertising opportunities.
Why This Resonated With Me
This panel felt incredibly personal because I could relate to it from my own experiences.
Before transferring to the University of Miami, I played collegiate softball at Salve Regina University. At the same time, I've always loved makeup, skincare, and fashion. Throughout my athletic career, I often felt like people assumed female athletes couldn't also be passionate about beauty.
From my experience, that stereotype couldn't be further from the truth. Some of my teammates were just as excited about going to Sephora before a tournament as they were about competing on the field. Being competitive and loving beauty products can absolutely coexist.
That's why I appreciated Sephora's approach. Instead of forcing athletes into one category, they're recognizing that women have many different interests and identities. They're supporting athletes not just because they're athletes, but because they're influential people with authentic stories to tell.
A Lesson I'll Carry Forward
One of my biggest takeaways from this session was that the strongest marketing happens when brands see people as they really are—not as stereotypes.
Whether it's sports, fashion, or beauty, consumers want brands that understand them as whole people. As someone who hopes to work in luxury fashion and beauty marketing one day, this reminded me that the best campaigns don't just sell products—they make people feel represented, understood, and included.
Talk 6: G.R.I.T. or Get Out – Meryl Blau & Mia Rafowitz
There couldn't have been a better way to end my second day at Cannes Lions than by watching my very own University of Miami professor, Meryl Blau, take the stage alongside Mia Rafowitz, a University of Miami alumna and Creative Director at Droga5.
After spending the entire day learning from some of the biggest brands and marketing leaders in the world, it was incredibly inspiring to see someone I learn from my own school standing on one of the biggest creative stages in the industry. It made everything feel much more attainable. Instead of thinking, "One day maybe..." I started thinking, "Why not me?"
Their session, "G.R.I.T. or Get Out," focused on something that isn't talked about enough in the creative industry—how to build a long, successful career without losing yourself along the way. Rather than discussing campaigns or awards, they talked about the mindset needed to survive and thrive in a fast-paced, high-pressure industry.
What I Learned
One of the biggest concepts they introduced was the G.R.I.T. framework, which stood for Groundwork, Resilience, Intensity, and Temper.
Groundwork focused on building a strong foundation by understanding your values, knowing your purpose, and asking yourself where you want to be five years from now. Before you can build a successful career, you have to know who you are.
Resilience was about learning how to respond to setbacks instead of reacting emotionally. One idea that really stuck with me was asking yourself, "How do I want to feel instead?" They reminded us that failure isn't the end—it's an opportunity to learn, improve, and keep moving forward.
Intensity emphasized that creativity is a sport. Like athletes, creatives have to constantly practice, challenge themselves, and be willing to step outside of their comfort zones. One of my favorite lines from the session was to "keep chasing people to win," which perfectly captured the importance of persistence and taking initiative.
Temper focused on protecting yourself from burnout. They reminded us that taking breaks isn't a weakness—it's necessary. Creativity isn't something you can force twenty-four hours a day, and maintaining balance is just as important as working hard.
Why This Session Meant So Much to Me
Beyond the lessons themselves, what made this session so memorable was seeing Meryl represent the University of Miami on such a prestigious stage. It made me incredibly proud to be a Hurricane and reminded me that the people teaching us in the classroom are actively shaping the future of our industry.
I also loved how interactive the session was. At one point, I answered one of their questions and ended up winning a copy of Meryl's book, which made the experience even more memorable.
After the session, I had the opportunity to connect with Mia Rafowitz, and we've continued staying in touch through LinkedIn. As a fellow University of Miami graduate who has gone on to become a Creative Director at Droga5, she represents exactly the kind of career path that inspires me. Being able to meet her and hear her story made the possibility of one day working in advertising feel much more real.
Looking back, this wasn't just one of my favorite talks of Day 2—it was one of my favorite talks of the entire festival. It was motivating, interactive, and deeply personal. I walked away not only with practical advice about building a career in advertising, but also with renewed confidence that if I continue working hard, staying curious, and putting myself out there, I can build a career that I'm truly proud of.
Award Show day #2
