Why Stagwell is going all in on sports at Cannes

Sport Beach is returning for its second year.At many professional conferences and events, the main activities are talking, drinking or watching other people do those things.
These are fine, time-honored past times, but Stagwell wanted to do something different for its Cannes activation last year. They wanted to give people not only something to talk about, but also something to do.
“When you give people an activity or an experience, which is really hard to do, it changes the dynamic. It en