Podcast Summary: "Digiday at Cannes: From Center Stage to Closed Doors, Inside X’s Quiet Cannes Strategy"

Released on June 18, 2025

In this episode of The Digiday Podcast, host Sam engages in a comprehensive discussion with Crystal Scanlon, Digiday’s platforms reporter, to explore the shifting dynamics of social media platforms at the prestigious Cannes Lions Festival. The focus is primarily on X (formerly known as Twitter) and TikTok, examining their strategies, relationships with advertisers, and the broader implications for the digital marketing landscape.

1. X’s Evolving Presence at Cannes

Crystal Scanlon provides an insider's perspective on X’s diminished visibility at Cannes compared to previous years. Historically, X maintained a prominent and vibrant presence on the Croisette, featuring notable events and high-profile attendees. However, this year marks a significant change:

“Last year it was just a very, very quiet presence in just a very plush suite doing client meetings,” Crystal explains [02:34].

This shift reflects X’s transformation under new leadership and strategic priorities, moving away from large-scale beachside displays to more focused, private engagements.

2. Rebuilding Relationships with Advertisers

A central theme of the conversation revolves around X’s efforts to mend its strained relationships with advertisers. Crystal highlights the platform’s new focus:

“It's more about let's rebuild those relationships,” she states [03:51].

This strategy comes in the wake of significant backlash and advertiser pullback following Elon Musk’s acquisition of Twitter, which led to concerns over brand safety and stability.

3. Timeline of X’s Transformation

Crystal provides a concise timeline of the major changes at X since Elon Musk’s takeover in 2022:

“He predominantly didn't really like advertisers from what we knew of the history of Tesla,” Crystal notes [04:07].

Under Musk’s leadership, X saw drastic cuts, including the disbandment of crucial departments like trust and safety, which are pivotal for maintaining advertiser confidence. This led to major advertising partners labeling X as a high-risk platform, thereby exacerbating the challenges in restoring trust.

4. Behind Closed Doors: Client Meetings

The podcast delves into the discreet nature of X’s engagements at Cannes. Last year, X’s activities were largely confined to the Carlton suite, operating under "incognito" conditions:

“Most of my meetings last year were literally in the Carlton,” Crystal recalls [07:45].

This year, while X has slightly increased its visibility, the emphasis remains on private client meetings rather than public beachside events, indicating a cautious approach to rebuilding advertiser relationships.

5. Comparison with TikTok’s Approach

The conversation draws a stark contrast between X’s subdued strategy and TikTok’s robust presence at Cannes. Crystal observes:

“It's almost as if this ban was just like a mythical imaginary thing,” referring to TikTok’s upcoming US ban [14:07].

Despite looming regulatory challenges in the US, TikTok continues to aggressively engage with advertisers and host high-profile events, showcasing resilience and a commitment to maintaining its market position.

6. Current Year Observations: AI Emphasis

AI technology emerges as a central theme for many platforms at Cannes. Crystal notes that platforms are heavily promoting their AI-driven tools:

“They are all needing the AI tools, apparently,” she comments [19:32].

This trend underscores the industry-wide shift towards integrating advanced technologies to enhance advertising capabilities and measurement accuracy.

7. Other Platforms’ Strategies at Cannes

Beyond X and TikTok, other major players are also making significant moves. For instance:

• Snap is hosting major parties, including events featuring celebrities like 50 Cent.
• Meta is showcasing innovative products and hosting DJ sets post-press briefings.
• Reddit is unveiling new announcements, focusing on AI capabilities to stay competitive.

These activities highlight a broader strategy among platforms to solidify their presence and attract advertisers through high-profile engagements and technological advancements.

8. Conclusion: Future Trajectories of Advertiser Relationships

As the episode wraps up, Crystal expresses optimism about TikTok’s growth despite regulatory hurdles, stating:

“I would be very surprised if this goes left field at this point,” [17:56].

In contrast, X remains in a phase of cautious rebuilding, striving to regain advertiser confidence and establish a stable foothold in the digital advertising ecosystem.

Notable Quotes

• Crystal Scanlon on rebuilding trust: “It's more about let's rebuild those relationships.” [03:51]
• Crystal on X’s quiet presence: “It was just a very, very quiet presence in just a very plush suite doing client meetings.” [02:34]
• Crystal on TikTok’s approach to the ban: “It's almost as if this ban was just like a mythical imaginary thing.” [14:07]
• Crystal predicting TikTok’s growth: “I would be very surprised if this goes left field at this point.” [17:56]

Key Takeaways

• X’s Strategic Shift: Post-acquisition, X has shifted from a visible, large-scale presence to a more private, relationship-focused strategy at industry events like Cannes.

• Advertiser Trust Rebuilding: X is actively working to restore trust with advertisers through confidential client meetings and revamped brand safety measures.

• TikTok’s Resilience: Despite facing a potential US ban, TikTok maintains a strong and proactive presence at Cannes, emphasizing business as usual and continuing to innovate with AI tools.

• AI as a Central Theme: The integration of AI across platforms signifies its critical role in the future of digital advertising, with platforms leveraging AI to enhance advertiser offerings and measurement capabilities.

• Diverse Platform Strategies: Other platforms like Snap, Meta, and Reddit are also intensifying their efforts at Cannes, focusing on high-profile events and technological advancements to attract and retain advertisers.

This episode offers a detailed examination of how major social media platforms are navigating the evolving landscape of digital advertising, highlighting the strategic adjustments and technological integrations shaping the future of the industry.