The fifth one already has.

As these students move from their college campus to their first job – be it in on a major corporate campus, a start-up in the Flatiron, or in their parents' garage, another migration is taking place…

The leadership of media shops, brands, ad agencies, publishers, and digital giants flock to the Croisette for the Cannes Lions. What started as a festival to recognize excellence in creative work has naturally evolved into a place that features innovation throughout the marketing value chain.

Oh and by the way, a vibrant and uniquely effective environment for doing business that also happens to be in the sun doesn't suck.

Given this evolution, the International Festival of Creativity has recognized the need to not only feature innovative creative but also innovative media solutions and the companies which are changing how consumers interact with brand messaging.

This year – along with MediaLink as the sponsor and co-programmer – we have created a formal program within the Lions called Tech Talk, which is an interactive series featuring the leaders of some of today's most innovative digital media and marketing companies.

Identifying, partnering with, or investing in the solutions with the most promise has become a critical task. There are new products and insights to discover every day:

Maybe Machinima which has 168 million uniques and 1.6 billion views every month. By the way, by the end of this sentence that number is already inaccurate.

Or Pubmatic – which fundamentally changes how publishers optimize their sites.

Or Huddler which re-imagines the discussion forum.

And then there is Tremor Video which is changing how to optimize brand-building through online video.

The lineup also includes a cutting-edge creative / brand experience shops such as m ss ng p ecs and Creative Realities.

We are excited that Pixxers, a global photo-sourcing product, will be launching its app at TechTalk and that Brand Regard will explore how enterprise solutions should resemble consumer web products.

As well as the leadership of Viggle – a revolutionary application rewarding consumers for watching TV. Ask the folks at any major network and see what they tell you about the value of a verified check-in.

And Break Media, the largest creator and distributor of male-oriented content on the web (and off the web via their tent pole live events).

Given the shrinking cost of hosting and the scale of broadband, digital innovation is created by the barrel-full. And these new web products – these new solutions – change how you and I interact with our world, particularly how we consume media.

MediaLink and the Lions are excited to create a space, Tech Zone, and a program, Tech Talks, that features many of the companies (and the individuals) effecting that change.

TechTalk Information:Cannes+Tech+Talk+2012

TechTalks take place each day at 10 am and 2 pm in the Tech Zone on Level -1 of the Palais.

For a full schedule please visit: http://www.canneslions.com/the_festival/festival_programme/programme.cfm

TechZone Information:

The TechZone will be open during Palais hours and will share space with the Young Lions Zone. It features meeting space, interactive activities, and a smoothie bar each morning provided by Everyday Health.

Cannes+Tech+Talk+2012

Michael E. Kassan is Chairman and CEO of MediaLink, LLC, a leading Los Angeles and New York City-based advisory and business development firm that provides critical counsel and direction on issues of marketing, advertising, media, entertainment and digital technology. Michael can be reached at michael@medialinkllc.com

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