After several days working on a huge new business pitch, I’m headed to the beach. Nope, not your typical drive to the coast with the family. I’ve still got to work on this trip. Instead, I’m catching a flight to France to experience the biggest annual advertising event in the world: The Cannes Lions International Advertising Festival.

There are a few reasons why we’re going this year. First, we’ve grown to a size now where we need to be in the mix at such events. Second, as part of WPP, this is a great opportunity to network with our network and connect with partners from around the world. Third, one of our biggest clients, P&G, is receiving an award as advertiser of the year.

Aside from these reasons, I’m also excited to attend so that I can measure the best in the business against the Marketing with Meaning concept. The Cannes Lions awards are often considered a distraction from both business and meaning building. It’s the most edgy, beautiful, or artistic work… that is often more about the advertising agency’s self-expression than work that is supposed to drive sales. But in recent years the Lions seem to be moving toward meaning. Last year, for example, the show’s overall Grand Prix winner was Dove’s Evolution viral video.

So I’m going into the event with as a kind of unbiased reporter, and I promise to blog daily on what I see and hear from the shows – not only the work on display, but the cocktail conversations as well. Au revoir!