Close-Up: Live Issue - Influence of clients in Cannes enhances the festival's value.

Creatives are now getting a chance to engage in client dialogue.

Clients flocked to Cannes this year in greater numbers than ever before. There's no doubt that some were there to lig, but the majority went to learn about creativity.

Leading the charge was Procter & Gamble's chief marketing officer, Jim Stengel, who, in his second year at the event, jetted in with an entourage of 65 P&G marketers from around the world. AG Lafley, P&G's chief executive, was also in attendance.

P&G's delegates certainly did not fall into the ligger category. Characteristically, they took a methodical approach to learning; maintaining a constant presence in the festival hall and its creative conferences.

'It reflects a drive by advertisers for creativity in their campaigns,' Nicola Mendelsohn, the deputy chairman at Grey, a P&G roster network, explains.

'There's a well-proven link between successful creative and awards, and clients have recognised this,' Jim Thornton, the executive creative director of Leo Burnett, another P&G roster network, adds.

Stengel's initiative is being met with open arms by the festival organisers. As the world's biggest advertiser, P&G has the potential to improve substantially the festival's bottom line with multiple entry fees. Client attendance generally will also bolster the number of official delegates, each paying more than 2,000 euros.