The Cannes Festival has been a landmark for the advertising industry for decades, and more recently for the burgeoning adtech sector, but historically it's been irrelevant to B2B. That started to change three years ago, when Cannes Lions launched a B2B category, and LinkedIn started arranging B2B-specific activities.

So how credible was Cannes 2024 as an event for B2B marketers, and B2B marketing? In this podcast Joel Harrison discusses this year’s festival with Teresa Allen of Magnus Consulting and fractional B2B CMO Kate Cox.