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If you’re looking for Patricia Corsi, Kimberly-Clark’s chief growth officer, along the French Riviera during this year’s Cannes Lions Festival, don’t expect to find her sipping rosé.

While Cannes is known for its seaside schmoozing and glitzy award shows, Corsi is approaching the week with focus and intention. This marks her first Cannes in her current role at Kimberly-Clark, which she joined last July — though she’s no stranger to the festival. Case in point, the exec was named one of Cannes Lions’ top 10 CMOs in 2023.

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Cannes has always thrived on the blur: part conference, part fever dream, part reputation management exercise with a rosé chaser. But this year, before you even see the beach, there’s a different kind of friction: immigration protocols, risk memos and quiet absences that don’t make it to LinkedIn.

Just don’t expect to hear it on stage — that’s if you even made it here. Getting to Cannes has never been as simple as booking a flight. It’s a ritual of corporate theatrics — months of PowerPoint decks, internal politicking and rationalizations as to why beachfront panels and Aperol at noon count as brand strategy.

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