Media companies invest hundreds of thousands -- even millions -- of dollars in activations during the five-day Cannes Lions International Festival of Creativity. While these beachfront, hotel suite and yacht experiences house meetings, meals and extravagant entertainment in beautiful surroundings, few capture the essence and brand equity of the company that’s funding them. One notable exception is The Weather Company, an IBM Business. Housed on several floors of a small but luxurious and well air-conditioned modern building just a block off the well-traveled Croisette thoroughfare and steps from the Palais des Festivals et des Congrès where the creative community holds forth with speakers, panels and awards presentations, The Weather Company created a true brand experience, which CEO Sheri Bachstein describes in our Legends & Leadership conversation. (Watch the video above.)
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.