While the 71st year of the Cannes Lions Festival of Creativity is officially in the rearview, the excitement and inspiration are still very much alive at The Weather Company. And right now, it’s clear the industry sits at a pivotal moment, with weather data and insights as key elements to its great potential.

From driving creative momentum, to bringing a renewed vigor and commitment to innovation and positive change, weather was a topic of many conversations, meetings, and thought leadership sessions. Our single takeaway: Weather data is no longer “nice to have” but a “must have” for understanding consumer behaviors and motivations, making more informed business decisions, and delivering action against our changing climate, for the back half of the year and beyond.

For some brands and businesses, a weather strategy may already be part of your broader marketing strategy; for others, it may be a new, innovative approach. Regardless of where you stand, here are three need-to-knows from this year’s Festival, brought to you by your Chief Weather Officer.

1) No cookies, no problem…for these brands

_{Randi Stipes, Chief Marketing Officer, at Little Black Book & Friends Beach and The Marketing Academy Villa stages}

Data signal loss with cookies eventually going away has been an on-going topic in many Ad Tech circles and programming, and this year was no different. While the industry waits for cookies to fully deprecate, many brands and marketers are focused on defining their first party data and audience strategies, understanding clean room solutions, and adopting alternative privacy-forward data signals. Regardless of Google’s timeline, weather data has long served marketers in driving business growth while protecting consumer privacy.

This year, we partnered with four leading brands — Milk-Bone^®, Chloraseptic, EcoFlow, and Tyson Foods — to showcase the value of a weather strategy. We call them the ‘Rainmakers of Marketing,’ smart brands that understand the deep connection between weather and consumer behaviors, moods, and motivations and are winning within their categories, in large part by leveraging weather to supercharge their campaigns. Our partnership with Milk-Bone, Chloraseptic, EcoFlow, and Tyson Foods were on display 24/7 across three digital out-of-home billboards along La Croisette (because Cannes Lions is the greatest opportunity to display OOH, of course). If you missed them, check them out here.

Rainmakers of Marketing poster art showcased in The Weather Company meeting suite at MediaLink Beach (L to R): Milk-Bone^®, Chloraseptic, EcoFlow, and Tyson Foods

_{Sheri Bachstein, CEO, at The Haven x HUMAN and MediaLink Beach stages}

2) AI: moving from conversations to commitments

Last year, the conversation around AI took on a very different look. Across the Festival mainstage and along La Croisette, creatives, agencies, brands, publishers, and creators were discussing AI’s advantages and disadvantages, debating how human creativity and thinking would play alongside the latest advancements and detailing how it would improve efficiency, performance, and outcomes across the advertising landscape. This year, those conversations shifted from ideation to application.

For The Weather Company, AI has long been foundational to our business. As the world’s most accurate forecaster,¹ we combined AI, advanced weather science, and technology with human expertise to keep consumers informed, whether it’s how to dress for cooler-than-average temps at this year’s Festival or preparing for the most active Atlantic hurricane season (which is happening right now). Our deep expertise in AI doesn’t stop there. This June, we introduced the broader market to The Weather Engine™, a data and insights platform built on AI based multivariate models aimed to deliver deeper insights and visualizations on the impact of weather with zip code level precision. While there’s immediate benefit for advertisers when it comes to media activation and targeting, the real magic happens when we partner to create bespoke insights through the application or Machine Learning and AI against first party, third party, and other actionable data sets, specific for businesses and KPIs across advertising, marketing, and the entire enterprise.

Read how SC Johnson’s Off!^® brand, America’s #1 trusted Insect Repellent brand in 2024, is finding success with The Weather Engine.

_{Cannes Lions Mainstage with Randi Stipes, Chief Marketing Officer}

3) Weather: no longer small talk

From Sustainable Development Goal Lions, to reducing both waste and carbon emissions associated with the event, sustainability and climate continued as a core theme at this year’s event. The advertising industry, and the marketers behind the brands, sit in a unique position to shape public behavior and drive action, and that’s exactly why Cannes Lions was the perfect stage to proclaim the reality of changing weather and influence collective climate action — helping create connections between the weather and all aspects of human well-being.

We were honored to bring ‘Weather Kids,’ our joint campaign in partnership with the United Nations Development Program and the World Meteorological Organization, to the Cannes Lions mainstage. The conversation centered on a projected forecast for 2050, and how it might change depending on the climate actions we take today. Missed this session? If you have a Cannes Lions pass (physical or digital), you can watch it on demand, or read the ungated abridged version in the Cannes Lions Daily. Either way, be sure to take the two minute action of signing the pledge on behalf of the kids in your life to change the future for the next generation.

_{Cover image of Lions Daily News featuring ‘Weather Kids’ campaign}

_{‘Weather Kids’ campaign banner hanging inside the Palais des festivals}

Whether you attended the Festival or not, we’ll leave you with one final note, or perhaps action…

You either develop a weather strategy…or a strategy for defending why you didn’t develop a weather strategy. We’re here to help with the former.

Consider us your Chief Weather Officer.

The Weather Company has tapped D.J. Reali as its chief revenue officer. In this role, Reali will lead revenue efforts for both the consumer business – which includes digital properties for flagship consumer brand The Weather Channel app and weather.com – and the data enterprise business, which includes its newly launched data and insights platform, The Weather Engine™ and other innovative media, data and technology products.  

As the world’s most accurate forecaster, The Weather Company offers actionable weather data and insights to millions of consumers via The Weather Channel (weather.com) and Weather Underground (wunderground.com) and thousands of enterprise clients and marketers to help them make better decisions based on the impact of weather. 

A well respected and longtime veteran of the industry, Reali previously worked at The Weather Company for two decades. Earlier this year, he returned to The Weather Company as interim head of sales and will now take on a permanent, expanded role. At a time when weather has never been more impactful to the bottom line, it also has the power to drive performance across an enterprise.

“D.J.’s deep expertise across the advertising, ad tech, data and consumer industries is unmatched, and after nearly two decades at our company, his knowledge, relationships and passion for our business will help customers maximize value and drive opportunity,” said Sheri Bachstein, CEO of The Weather Company. “I couldn’t think of a better person to join our executive leadership team to help usher The Weather Company into the next phase of our journey to help make reliable weather data as pervasive as weather itself.” 

Reali has played a role in many different aspects of The Weather Company, previously serving in leadership roles such as head of sales, senior vice president of agency partnership and development, senior vice president of multi-platform sales and vice president of Midwest advertising sales. Prior to joining The Weather Company, he worked with Home and Garden Television (HGTV) and J. Walter Thompson Advertising in Chicago.

“As the effect of our changing climate makes weather more disruptive, it has become increasingly important to monitor conditions and harness the power of weather data to understand consumer behavior,” said D.J. Reali, newly appointed CRO of The Weather Company. “ Weather can be a competitive advantage, not just a fact of life. Every business needs a weather strategy and actionable insights from a partner they trust to help shape outcomes.” 

Reali will join the company’s executive leadership team and report to Sheri Bachstein, CEO of The Weather Company. 

Editor’s Note: Welcome back to The Weather Company’s Forecast Multipliers series, where top marketing leaders share career advice, a POV on hot topics in their category, and how to build a successful weather strategy.

Durable. Reliable. Loyal fan base? STIHL Inc. is known for their outdoor power equipment, but also for their ongoing commitment to innovation and quality, making them a preferred choice for both pro landscapers and homeowners alike. But, it’s their approachable, community-driven, and informative social channels that keep the audience engaged — coming back for insights and advice, over and over again.

With over a decade of experience at STIHL Inc., Les Robinson is a seasoned social media and content management leader at the company. We met with Les to explore his career journey and hear his take on the evolving landscape of digital marketing. His narrative provides a compelling look into the world of social media and its transformative impact on marketing strategies and community engagement.

Turning personal passion into professional prowess

Les began his journey into social media years before mass adoption of today’s ubiquitous channels. In fact, he started his career in media, where he leveraged burgeoning online platforms to source stories for TV news. An early adopter of internet technologies, his knack for embracing what’s new paved the way for his transition into content management and ultimately led him to STIHL Inc. in 2011. “It’s been fascinating to watch social media evolve from an afterthought to a crucial marketing tool,” he shares. Another thing that connected Les to STIHL Inc.? His personal love for the brand. As a longtime user of their products, he notes that “walking through those doors everyday…it’s still pretty surreal to me.” He adds:

Fail quickly and keep moving forward

Reflecting on his long tenure in social media, Les underlines the importance of adaptability. “Things change, and that’s okay,” he says, noting the fast-paced nature of social media requires marketers to be flexible and open to learning what’s next. He adds, “When you embrace failure as a step towards success, the best ideas often emerge from a series of less successful attempts.” Marketers have to “be okay with that, adjust, adapt, and keep moving forward.” Here’s what he would have told himself thirteen years ago before beginning at STIHL Inc.:

Core values at the forefront of community

At STIHL Inc., Les’ role centers around not only building, but nurturing a community of loyal fans. “For me, it’s really about the community,” he explains. “I come to work every day and try to find ways to best serve them.” This community-centric approach is woven into the fabric of STIHL Inc.’s marketing strategy and identity, reflecting what the brand is known for: reliability, dependability, and power. Hear more on how STIHL Inc. connects their community and captures critical feedback through the power of social:

A match made in nature

One of Les’ key strategies: the use of weather data in marketing.

STIHL Inc., as an outdoor power equipment manufacturer, naturally looks to align marketing efforts with weather patterns. “Our product sales literally revolve around weather,” he notes. By partnering with The Weather Company, STIHL Inc. provides timely and relevant content to its customers, deepening their connection to the brand, by advising on storm preparation or suggesting the best time for DIY projects. Hear more on STIHL Inc.’s weather strategy:

Keeping it simple: Customers at the center

Two cornerstones of STIHL Inc.’s weather strategy are simplicity and customer focus. When it comes to leveraging weather, Les advises marketers to simplify their strategies — clear, easy-to-process content is more effective in achieving desired results. “If viewers have to spend too much time figuring out what the message is, they’ll just move on to something else.” He acknowledges simplicity can be challenging, especially when dealing with robust technology. “Convincing people that a basic idea is worth pursuing is one of the hardest things to do,” he admits. However, he believes simplicity in communication ensures that the message is received and the content serves its purpose, commenting:

Beyond simplicity, Les stresses the importance of keeping the customer at the center of all marketing efforts — weather-driven or not. “Figure out how your marketing strategy can benefit the end user versus just serving your purposes,” he advises. By starting with what the end-user needs from the brand or product, marketers can develop strategies that accomplish their goals while also serving the customers’ interests.

Memorable content is king

Les also reflects on the most impactful projects he’s worked on. He highlights “surprise and delight” initiatives aimed at rewarding loyal fans. “How do we surprise passionate fans in a way that they’ve never seen any brand surprise them?” he muses. This focus on creating memorable experiences underscores STIHL Inc.’s commitment to its community and its innovative approach to marketing.

Finally, Les speaks to what he views as the most valuable content STIHL Inc. creates – impactful content that serves both a business purpose and a community purpose: 

Through all his insights, Les paints a picture of a dynamic and evolving field where adaptability, community focus, and innovative use of technology are strokes to success. Among other things, his journey at STIHL Inc. serves as a testament to the power of social media in creating strong, engaged communities and driving lasting business growth.

The partnership aims to leverage weather data and insights to allow people to get their local OFF!Cast Mosquito Forecast™ as easily as their local weather forecast

ATLANTA and RACINE, Wis. – July 1, 2024 – As summer’s higher heat and humidity nears, people prepare for an influx of mosquitoes. To help individuals and their families better protect themselves from mosquitoes, The Weather Company and its flagship consumer brand, The Weather Channel, has teamed up with OFF!®, America’s #1 trusted Insect Repellent brand in 2024, to bring local mosquito forecasts to The Weather Channel app. Launched in the U.S. in 2022, Brazil in 2023, and Canada in 2024¹, OFF!Cast Mosquito Forecast™ predicts mosquito behavior and populations to help consumers better plan summer activities and optimize their outdoor time this summer.

Through The Weather Company’s newly launched data and insights platform, The Weather Engine™, OFF!® brand is enhancing its OFF!Cast Mosquito Forecast™ from SC Johnson’s Center for Insect Science with weather data and analytics from The Weather Company, the world’s most accurate weather forecaster², to include a mosquito index in The Weather Channel app, the world’s most downloaded weather app³.

How it works: Helping people become mosquito-ready
The collaboration focuses on combining OFF!® and The Weather Channel teams’ respective expertise to help people live well and enjoy the outdoors.

Incorporating over 15 billion climate data points and real-world mosquito data from 5,000 locations, the OFF!Cast Mosquito Forecast combines entomology research on local mosquito species with detailed weather data inputs to predict mosquito populations and activity levels by ZIP code. Historic activity patterns, varying weather conditions, and weather and climate factors are accounted for when building these regional models.

Now leveraging The Weather Company’s deep meteorological expertise, enhanced datasets include historical and forecast temperature, humidity and precipitation for predicting mosquito sources, as well as forecast conditions that drive day-of mosquito activity.

How to view your OFF!Cast Forecast

By integrating OFF!Cast Mosquito Forecast™ into The Weather Channel app, millions more consumers can now get into a routine of checking their local mosquito and weather forecasts simultaneously across multiple platforms:

• For those who already depend on the OFF!Cast Mosquito Forecast™, it continues to be available on OFF.com, but now with improved weather data from The Weather Channel.  
  
• The OFF!Cast tool will also be visible in The Weather Channel app’s new experience on iOS. Check out the Daily tab and Outdoor Activity tabs for camping, hiking, golf and gardening for an at-a-glance risk level – low, medium, high, very high, severe– of mosquito activity based on local weather conditions for today and the days ahead.
• To know mosquito risk for the area, sign up for weekly forecasts on the OFF.com website or from within the OFF!Cast tool on The Weather Channel properties.
• Learn more about mosquitoes and how to avoid them with educational, integrated content across The Weather Channel app and OFF.com.
• When weather conditions are ripe for heightened mosquito activity, OFF! will share relevant, informative messaging on The Weather Channel digital properties and beyond.

“Mosquito activity is very dependent on weather patterns,” said Tom Mascari, principal entomologist with SC Johnson’s Center for Insect Science. “Checking the weather and local mosquito forecasts for the week can improve people’s ability to prepare themselves to spend time outdoors.”

What the partnership means: New, expanded mosquito forecasting resources

The Weather Company will now host the OFF!Cast mosquito model for users in the U.S., Brazil and Canada to start within The Weather Engine, a platform that combines proprietary weather data, first-party data and other supporting data sources to create multivariate models and analysis based on AI and 30 different weather variables. The result delivers deeper insights on the impact of weather with neighborhood-level precision to harness weather and scale its use across an enterprise.

“As weather patterns change and increasingly impact the health of both people and businesses, innovative teams like the OFF!® brand are using weather intelligence and factoring changing weather conditions into how they help consumers from the start,” said Sheri Bachstein, CEO of The Weather Company. “This partnership is a natural fit, and the inspired innovation by both companies turned a trove of trusted, scalable data into invaluable insights to activate across a business, helping people understand their mosquito risk and plan ahead for mosquito protection.”

Since 2022, OFF!® brand has been helping people and families plan ahead for mosquitoes with OFF!Cast Mosquito Forecast.™ This color-coded 7-day forecast of mosquito populations uses the SC Johnson Center for Insect Science’s 65 years of entomology expertise to provide consumers with an accurate view of mosquito activity. Similarly, The Weather Company helps people plan ahead to prepare for weather’s impact on their lives, which all starts with having accurate, reliable, actionable weather data.

The purpose-driven collaboration leverages deep content alignment and organic integration of weather data and insights to help people prepare for mosquito activity and stay safe. Check out the OFF!Cast Mosquito Forecast™ from OFF.com and The Weather Channel app for iOS.

ABOUT OFF! 

OFF! brand is a pioneer in personal insect repellents for over 65 years. As one of SC Johnson’s leading pest control brands, OFF! is on a mission to make life better for the next generation. In addition to providing protection against mosquitoes, OFF! is a part of SC Johnson’s mission to develop mosquito prevention programs and supports scientific studies on mosquitoes that help make a difference in millions of lives. OFF! is proud to create products with proven effectiveness that repel mosquitoes, ticks and biting flies so families can have a trusted line of protection. No matter the activity or time outdoors, there is an OFF! product for every occasion. Ranging in both personal and area repellents, OFF! product offerings include: OFF! Deep Woods®, OFF! Clean Feel, OFF! Kids, OFF! FamilyCare, OFF! Defense, OFF! Botanicals®, OFF! Active, OFF! Backyard or OFF! products should always be used as directed. Effectiveness against pests differs by product and each OFF! product label should be read and followed carefully. Learn more at OFF.com.   

ABOUT SC JOHNSON
Founded in 1886 and headquartered in Racine, Wisconsin USA, SC Johnson believes that a more sustainable, healthier and transparent world that inspires people and creates opportunities isn’t just possible – it’s our responsibility.

A heritage of innovation and bold, transparent decisions is why our high-quality products and iconic brands – including OFF!® Raid®, Glade®, Windex®, Scrubbing Bubbles®, Ziploc®, Mrs. Meyer’s Clean Day®, method®, Autan®, Baygon®, Mr Muscle®, Duck®, Lysoform® and more – are in homes, schools and businesses in virtually every country worldwide.

As a global, purpose-led company, we are committed to making the world a better place today and for future generations. That means relentlessly bringing our expertise in science, innovation and partnerships to bear on some of the world’s most pressing environmental and health issues like reducing plastic waste and helping to eradicate malaria. Around the world, we use our resources to unlock greater economic and educational opportunities for people and communities where access may be limited, but curiosity and potential are limitless.

See how SC Johnson is a Family Company At Work For a Better World by visiting scjohnson.com or joining us on Facebook, Twitter, LinkedIn, Instagram and YouTube.

About The Weather Company

The Weather Company helps people and businesses around the world make more informed decisions and take action in the face of weather. With its deep industry expertise and highly accurate, high-volume weather data combined with advanced technology and AI, The Weather Company provides insights and solutions that harness the power of weather in a scalable, privacy-forward way. The world’s most accurate forecaster, the company serves hundreds of enterprise customers across media, advertising, aviation and more, and is trusted by hundreds of millions of monthly active users via digital properties from The Weather Channel (weather.com) and Weather Underground (wunderground.com). For more, visit weathercompany.com.  

Many air travelers who have flown in recent years have felt it — turbulence is getting worse. In fact, research backs that up: Recent studies have found that severe clear air turbulence (CAT) has increased 55 percent in the last 40 years, due to a changing climate.

Turbulence can impact not only crew, passenger safety and equipment maintenance, but also route planning including arrival and departure times. While clear air turbulence can be tricky to forecast, access to real-time, accurate and reliable data can help mitigate its impacts on airlines.

As the world’s most accurate forecaster¹ and a provider of industry-leading aviation solutions, The Weather Company offers scalable real-time weather data and insights to help  airlines effectively face this challenge. It also collaborates with trusted partners to help aviation customers better plan around weather and turbulence using the latest innovations in technology, AI and weather science.

The Weather Company has expanded its innovation with turbulence data provider Skypath. Skypath’s crowdsourced turbulence data is now available within The Weather Company Pilotbrief® and Fusion™ products. Integrating needed turbulence observations and live notifications directly into mission critical applications helps pilots, dispatchers and flight planners make decisions to avoid or mitigate impacts of clear air turbulence.

“As clear air turbulence becomes a frequent reality, Skypath offers the aviation industry a data-based ecosystem to avoid severe conditions. We enable dispatchers and pilots to make informed decisions that enhance flight safety,” said Guy Zunder, chief product officer for Skypath. “Working with The Weather Company allows us to continue toward that vision by blending our leading turbulence data with data from the industry-leading weather forecaster.”

Skypath and The Weather Company first collaborated in 2023, announcing the integration of Skypath for dispatchers available within The Weather Company Fusion product. The expanded integration now also includes critical alerting within both Fusion and Pilotbrief, as well as additional vertical profile integration of flights in Fusion.

“As weather grows more impactful due to a changing climate, managing turbulence is expected to remain a challenge for airlines and a continued safety risk,” said Ravi Vanmali, head of aviation for The Weather Company. “Airlines must incorporate the latest, most reliable data and forecasts, combined with industry-best expertise, such as that from my team and providers like Skypath, to manage more effectively around increasingly common and disruptive turbulence.”

In addition to collaborating with Skypath, The Weather Company is also working with the International Air Transport Association (IATA) to integrate IATA Turbulence Aware data directly into Fusion and Pilotbrief tools as an additional data layer, available later in 2024.

For more on these enhanced features with Skypath, visit The Weather Company blog.

The Weather Company and SkyPath partnership keeps growing stronger with the rollout of new features into both Pilotbrief and Fusion products. These enhancements help air carriers tap into SkyPath’s crowdsourced turbulence data, so they’re better able to predict, prevent, and mitigate the impact of intensifying clear air turbulence.

The growing challenge of turbulence

Recent studies tell us severe clear air turbulence (CAT) has jumped by 55% in the last 40 years due to intensifying climate change.¹ This rise in turbulence adds up to more injuries to passengers and crew, as well as costs for things like injury damages, aircraft maintenance, and fuel consumption.

SkyPath integration with Pilotbrief and Fusion

Not only does the partnership produce live, crowdsourced turbulence data, it offers airlines the tools they need for an impactful turbulence mitigation strategy. In 2023, SkyPath observed 1.4 billion turbulence reports, so integrating this data into existing EFB and dispatch solutions can equal significant results. The integration of this data set within the TWC suite of aviation products will allow airlines to quickly obtain the best situational awareness possible for efficient and decisive decision making.

Looking at five years of real-world air carrier data—over one million flights—clearly shows that data-powered solutions can reduce turbulence-related injuries to flight attendants by 40-50%, and mean cost savings of close to $10M per year from injury damages alone.²

Features for a smoother and safer journey

SkyPath’s real time data set matched with Fusion’s manage-by-exception workflow enables teams to focus on upcoming impacts to flights. Pilotbrief and Fusion put timely, accurate turbulence data into the tools pilots and dispatchers use daily. To be or not to be seated: they’ll get live notifications of upcoming turbulence, which makes them better equipped to plan and react in real-time, like turning on the fasten seatbelt sign in advance or navigating around turbulence.

Users can also view SkyPath turbulence reports inside a vertical profile, which makes navigating through turbulence at any stage of the ride simple, intuitive, and best of all, safe.

AI + machine learning = a new frontier for ride quality

SkyPath covers 100% of the globe with its AI-based turbulence forecast (“Nowcast”) which boasts an impressive 90% accuracy. It’s no doubt a game-changer, connecting real-time turbulence observations by the SkyPath iPad algorithm with meteorological parameters, and advanced machine learning to predict short-term turbulence for up to six hours. The combination of SkyPath’s data with TWC’s GRAF turbulence forecasting allows for a unified picture of turbulence risks associated with safe travel.

To learn more about SkyPath’s integrations with Pilotbrief and Fusion, register today for our joint webinar, July 11, 10 a.m. EST.

It’s peak season in the south of France, a time when the region sees a population surge from local beachgoers and summer tourists alike. Meanwhile, the leaders of the advertising industry make their annual pilgrimage for a different reason entirely: the Cannes Lions International Festival of Creativity.

It’s an event where Mother Nature has taken center stage recently–delivering everything from high winds and rough seas, to a record-setting summer heatwave and unseasonal torrential rain. Weather influences nearly everything—your packing list chief among those things, perhaps, but if that’s the only thing weather is informing, respectfully, you’re doing it wrong.

Globally, weather is increasingly erratic and pervasive every year. As changing climate makes weather more volatile and impactful, every business needs a weather strategy rooted in weather intelligence. A smart weather strategy enables you to:

• Understand and predict consumer behavior with greater accuracy
• Mitigate risk and gain competitive advantage
• Gain efficiency across the enterprise

Through 40 years of weather science expertise, we’ve gained a deep understanding of consumer behavior, actions, and mindsets. And for marketers, that means we’re able to take that forecast data and derive insights to enable smarter, faster business decisions, for both marketing and enterprise-wide needs.

In this piece, you’ll find the weeklong forecast and more. We’ll delve into weather’s impact on the Festival, emerging trends, and anticipated highlights–including key sessions and speakers that, much like Mother Nature, are poised to make waves this year.

Cannes weather: Memorable moments, the 2024 forecast, and summer solstice

When it comes to outdoor events, weather can make or break the entire experience, and Cannes Lions is no exception. Weather plays a crucial role in influencing attendance–and inclement weather can certainly dampen spirits, reduce audience, and even lead to cancellations, while pleasant conditions multiply engagement and enjoyment.

In the last two two years alone, we’ve seen more extreme weather than is historically seasonal.

• 2022: A one-two punch of rain and heat
  If you attended the Festival two years ago, you undoubtedly recall the three days of significant rain that fell in central Cannes and created a slew of challenges for outdoor venues and temporary festival builds along the beach. That same year, despite rain, temperatures soared to real-feel temperatures in the low 90s. The summers have been getting hotter and hotter recently in southern France, so the average maximum temperature is now 3.6-5.4°F higher than it was 30 years ago.
• 2023: Strong winds and rough seas
  Last year, it was high winds that sent weather reverberations across the Festival. Increased wave activity made for high swell that impacted yachting, and one particularly treacherous trip to Monaco made by sea (IYKYK). Out on the beach, gusts upended umbrellas and tore off temporary roofs on event spaces along the Croisette; public safety concerns like flying debris caused some venues to be forced to shut down temporarily.

Your 2024 forecast

Wondering what the memorable weather moment of 2024 will be? You’ve come to the right place.

So far in June this year, the hottest day was this past weekend on Saturday, June 8, reaching 88.52°F.  There has been virtually no precipitation in Cannes so far in June. That warmth though was brief. May to June so far has seen cooler than normal temperatures at times where all the extreme heat has been concentrated over Southeastern Europe, reaching the 100s recently with 112.64°F recorded in Antalya in southern Turkey on June 6.

For the week of the festival in Cannes, we’re very unlikely to see any extreme heat. In fact, this year could be more like 2014 and the coolest for the past 10 years! Even still, given the unrelenting sun and countless trips up and down the Croisette, it’s bound to feel warmer. Sunscreen, hat, and comfortable shoes remain a must.

Will it rain? Maybe. Current forecasts suggest Wednesday, June 19, has a good chance of showers and maybe some thunderstorms. There’s greater uncertainty in the forecast Wednesday onwards as a sharp trough and low pressure moves west across western and central Europe. Our mets have high confidence Sunday to Tuesday will be fine but it’ll turn a lot more unstable from Wednesday. Since the weather system is moving from the west/northwest, Cannes is nicely sheltered so the shower and thunderstorm risks are lower than a little further inland and any showers should be isolated and Cannes just might miss them all together.

But should you pack an umbrella? Yes. There are signs a “wave” may develop over the western Mediterranean slowing the westerly progress a little, but resulting in a larger area of rain and thunder that may head across SE France and Cannes Thursday night to Friday. So, lots to watch out for later next week. Will Cannes escape dry or get a deluge? We’re hoping for the former. The middle to end of next week may see the highest wind gusts too, so some interesting weather to watch for out on the water.

While you’re on the ground, we’re bringing you the real-time forecast all week long from three digital billboards in the heart of the Festival. When you’re away from La Croisette, stay up to date with The Weather Channel app.

Summer solstice

While all days during the Festival feel long, Thursday, June 20, is indeed the longest day of the year. Summer solstice falls during Cannes Lions each year. The solstice, an astronomical event, coincides with a new meteorological season too: the start of summer. Since prehistory, the solstice has been a significant time of year in many cultures and has been marked by festivals and rituals. Many of these annual cultural festivities center not only on celebrating the sun’s light, but the light within people and belief in energetic shifts that reignite and inspire creativity. Pretty apropos!

Scientifically speaking, it’s when Earth’s axial tilt toward the sun is at a maximum point for the year, resulting in extended daylight and in turn…the longest day of the year. Practically speaking? We’re in for a sun-drenched Festival and some particularly majestic late-evening sunsets.

The broader forecast: What’s new and can’t-miss content

The Festival, too, is changing in tandem with our physical climate. Like our world, the broader advertising ecosystem is facing accelerative winds of change that, while predictable, are increasingly disruptive to the status quo. Amidst headwinds like the crumbling cookie and tailwinds like AI, make no mistake about it: the Festival is growing. 

If you’re reading this, you’re very likely a Cannes veteran, so we’ll cut to the chase of some of the biggest changes you can anticipate this year:

• Yacht Row | Vieux-Port is partially under construction. Yacht Row remains open but with fewer berths–around 30 boats will host meetings and programming this year.
• A growing fringe footprint | Supplemental programming has exploded. The aggregate fringe program has been anecdotally reported at an estimated 700 satellite events this year.
• Year 2 of Brand Village | The new neighborhood on the official program has expanded in its sophomore year and moved inside the Festival perimeter, in a move to draw higher brand marketer attendance.
• The launch of LIONS Creators | As Creators become an increasingly important cohort for marketers, the festival has formalized a program to get them to Cannes. The 6th floor rooftop of the Palais will play host to ‘Creators HQ.’

Content forecast

Every year, a handful of themes reign supreme in the conversations held at Cannes Lions. Last year there was a single topic that permeated every discussion and sat indisputably in the top spot of every buzz list: AI.

But in Cannes annually in the third week of June, Mother Nature isn’t the only one blowing hot air. This year AI will retain its dominant share of Festival chatter, but we hope and expect to see the conversation progressed beyond nascent vision setting and hype, moving instead into the more pragmatic realm of the problems AI solves through to what implementation and adoption looks like for brands.

Other key topics include the influence of culture and creators, as well as sports and the opportunity for brands to tap into those engaged fandoms. Pressing topics like DEI and sustainability will get more practical and less performative. And finally, cookie deprecation and signal loss, as well as a larger conversation around consumer privacy concerns, will continue to loom large as marketers navigate the seismic paradigm shift in targeting.

At the end of the day, creativity will be the throughline of all programming, with an eye towards how it can power brands’ staying power and drive business growth amidst economic uncertainty.

Recognizing weather’s influence is only growing, these are your top, not-to-be-missed sessions: 

On Leadership, Purpose & Values

MediaLink Daily Double Programming | MediaLink Beach
Monday, June 17 | 4:30 p.m.

Speakers:

What Will the Weather Forecast Be In Cannes in 2050?

Cannes Lions Mainstage | Debussy Theatre, The Palais
Wednesday, June 19 | 10:45-11:15 a.m.

Speakers:

Key weather insights and tips: What to know to navigate the weather like a pro

The weather will likely impact your Festival experience, so here are some top tips to help you stay prepared and thrive–rain or shine.

1. Hydration

• Did you know? Our bodies are about 60% water, and heat amplifies how quickly we lose that water through breathing and sweating. You can lose up to half a gallon of water in a couple of hours in very hot conditions, and dehydration can occur in as little as 30 minutes. 59% of health-minded consumers use weather information to increase hydration as a preventative measure to manage their health condition or symptoms (Source: Weather and Health Impact Study, March 2024), as dehydration can exacerbate chronic pain and headaches.
• Pro tip: Target drinking a gallon of water a day in hot temps, especially if you’re indulging in the rosé which flows throughout the festival. Just like the heat, alcohol can also accelerate dehydration. Pack a reusable or recyclable water bottle; you’ll find water refill stations throughout the event.

2. Humidity

• Did you know? In combination with hot temps, increased humidity makes it harder to cool off because the body does so through the evaporation of sweat, which is hindered in muggy conditions.
• Pro tip: Wear lightweight, breathable fabrics in light-colored hues. Choose fabrics like cotton, linen, and moisture-wicking synthetics that allow your skin to breathe and moisture to evaporate. Light-colored clothing reflects sunlight rather than absorbing it, which helps keep you cooler.

3. Sun exposure

• Did you know? In June, the average high temperature is 74.8°F, but the French Riviera sun is especially strong. In France, climate change has caused some of the greatest annual temperature increases registered in any country in Europe.
• Pro tip: As you traverse the Croisette multiple times a day, and sit for your outdoor meetings, sun protection is especially key. Wear sunscreen, and don’t forget to reapply throughout the day. While any sunscreen is superior to none at all, you may want to procure your SPF from a local French pharmacy. Sunscreens available in the EU are often considered superior to those in the United States due to stricter regulations and more advanced formulations. The EU has approved a wider range of UV filters, allowing for more effective and broad-spectrum protection. Speaking of, a hat for personal shade adds another layer of protection!

4. Sleep 

• Did you know? Achieving the ideal sleep state requires lowering both core and brain temperatures by approximately 2-3°F. In higher temperatures, melatonin production that induces sleep is disrupted (Source: Healthline). Individual preferences vary, but the optimal temperature for sleep is 65°F.
• Pro tip: This can be tough to accomplish as, depending on your accommodations, air conditioning that allows for precise climate control isn’t the norm in the South of France. Open your windows to let in the overnight Riviera breeze, or pack a small fan or cooling eye mask–you’ll fall asleep faster and have a more restful slumber.

Stay in the know. Much like our industry, the forecast is increasingly dynamic. Be sure to download and regularly check The Weather Channel app for the very latest forecast to help you navigate the week in Cannes.

Travel safe and we’ll see you soon,

The Weather Company
Consider us your Chief Weather Officer

Editor’s Note: Welcome to the first installment of The Weather Company’s Forecast Multipliers series, where top marketing leaders share career advice, a POV on hot topics in their category, and how to build a successful weather strategy.

When you think of e.l.f., what comes to mind? Perhaps it’s their accessible, often viral products for every eye, lip and face. Or, maybe you envy their relevance with Gen Z, fueled by witty social campaigns like the recent collaboration with buzzy brands and celebs like Liquid Death or Jennifer Coolidge (#dolphinskin).

However e.l.f. pops for you, one thing is clear: they’ve figured some things out in the marketing department. We sat down with Patrick O’Keefe, VP of Integrated Marketing Communications, for a candid conversation on his career and time at the cosmetics leader. Leading a dynamic team in paid, earned, and owned media, as well as immersive, experiential, and entertainment marketing, Patrick’s journey is filled with unexpected turns and rich experiences, offering valuable insights into the beauty industry and beyond.

From Mickey to military

Patrick’s professional journey began with a Disney internship, which profoundly influenced his career path. This whimsical start quickly shifted when he enlisted in the Air Force. From there, Patrick’s career took another turn when he joined association management firm, Smith Bucklin and Associates, which ultimately introduced him to the beauty industry. His next stops at Ketchum PR and major beauty brands like L’Oréal (14 years) and Shiseido (7 years) further honed his expertise, eventually leading him to e.l.f. We asked Patrick if he had any career advice. Here’s what he had to say:

Showing up and connecting deeper

Patrick emphasized that community is at the heart of e.l.f.’s marketing strategy. He explains, “We listen, we learn, and we lean in.” Clearly, it pays off: this approach has driven the success of numerous campaigns, including the launch of their Bronzing Drops and the Jelly Pop line.  Hear more on what Patrick describes as “the center of our universe”:

By engaging with the community at every level, from TikTok Lives with the CEO to crowd-sourcing product feedback via creators, e.l.f. has fostered a deep connection with its audience. Patrick shared a few examples of bringing products to life with the help of their loyal community:

Taking big swings

Chances are, you’ve noticed e.l.f.’s uncanny knack for tapping into the cultural zeitgeist. The brand is known for its bold marketing strategies that start with an insight and scale through unexpected partnerships—like their recent Super Bowl commercial with Jennifer Coolidge that boosted e.l.f.’s Power Grip Primer to the top SKU in mass beauty. But it’s not just trial and error driving their approach; it’s taking calculated risks that stay true to the brand’s ethos of inclusivity and empowerment, every time. Patrick weighed in on the campaign:

Insights equal disruption

Another standout campaign from e.l.f. near and dear to our hearts: the hilarious “Glow Storm” campaign starring Meghan Trainor that leveraged weather as the insight that started it all. It resonated deeply with consumers, generating 5.7 billion PR impressions by leaning into humor and narrative-driven storytelling. Patrick shares how it came to life through an insights-driven marketing approach and how weather supercharged the campaign:

In fact, Patrick found the insights so powerful, they’ve changed his conversation with every agency on marketing efforts going forward:

Words of wisdom

Patrick is not only passionate about the work e.l.f. does, but also the values they stand for. “It all starts with a framework. We’re bold disruptors with a kind heart. We disrupt norms, we shape culture, and we connect communities… That’s the framework in which we operate everything we do, including people we hire. Whomever we work with has to be part of the spirit of the e.l.f. ethos,” he adds.

Patrick’s journey from Disney intern to marketing leader at e.l.f. underscores the importance of flexibility, lifelong learning, and the power of leaning into community-centric marketing. We can’t wait to see how e.l.f. continues to innovate, inspire, and connect with audiences. Patrick is eager to keep on showing us.

Even in an extremely divided country, there’s one thing both sides in the U.S. agree on: The Weather Channel is the most trusted media source.

The Trust in Media 2024 poll by YouGov is out and, once again, The Weather Channel is the most trusted news source by Americans. In fact, it has held the top spot in 2022, 2023, and now also 2024.

Read more at YouGov.com: Trust in Media 2024: Which news sources Americans trust

As weather is becoming increasingly more erratic and more impactful, it’s more important now than ever for people to have a trusted provider and partner to help you make better decisions around weather. As the most trusted news source, most trusted brand, and most accurate weather forecaster, The Weather Channel and its parent The Weather Company help turn weather into action.