It also doesn't happen without six months of meticulous groundwork. I led the project end to end; owning the timeline, task management, RACI, six-figure budget development and management, and weekly meetings with the most senior members of the executive team. Travel coordination spanned ten individual itineraries across five executive team members and five partners from creator talent, clients, and press: flights, accommodation, ground transport, event attendance, and every logistical detail across the full week, each person on their own schedule.
The content strategy ran as its own parallel project - concepting, briefing, moodboarding, capture oversight, editing, copy, and rollout across pre-, during-, and post-Cannes. The week outperformed everything Fohr had published in the prior six months, with individual posts reaching over 30,000 views.
At Collins House, Fohr hosted three panels that put the company's thinking at the center of the week's most relevant conversations: From Cast to Creator with Sai de Silva, Emma Slater, and Alan Bersten moderated by Natalie Jarvey from The Ankler on reality television talent and their presence in the creator space. A conversation with Olympic gold medalists Tara and Hunter Woodhall moderated by Gillian Follet from Ad Age focused on the rise of athletes in the creator space; and a brand-strategy session with the marketing leads from The RealReal and Aerie. Evenings were anchored by eight curated dinners across four nights, each one built around the same principle as the week itself: the right people, the right setting, no agenda beyond genuine exchange. I led the full vetting process from 3,000+ contacts to a targeted outreach pool of 300, achieving a 30% response rate from cold outreach.
What the week produced wasn't just content or coverage, it was laying the ground work for new relationships. Brand leaders who had been warm contacts for years became genuine partners. Conversations that started over dinners or at Collins House turned into pipeline. The measure of a week like this isn't what happened in Cannes; it's what happens after, when the emails come in and people say they're still thinking about a conversation they had on a terrace in the South of France.