This year, the agency is sending FCB Chicago senior copywriter Sarah Latz along with her two-year-old son Henry. According to FCB, she’ll be the agency’s first-ever ‘Working Parent Cannes Correspondent,’ tasked with covering a range of culture and inclusion topics facing the advertising industry.
FCB is also sending Yenani Madikwa, who works out of the global network’s Johannesburg office, to be its “eyes & ears on the ground” during the festival.
Latz and Madikwa were chosen from 50 entrants who submitted entries to FCB's Social Eye contest, which kicked off last year as a way to give junior talent more opportunities to be inspired by the industry's best and brightest.
Those who apply must be a full-time FCB employee, have less than 10 years of industry experience, speak fluent English, have a valid passport and get direct supervisor approval to attend Cannes.
In Latz's Instagram submission video for Social Eye, she challenged FCB to let her be the agency’s “champion for working parents” at Cannes.
“People everywhere would tune in to see a mom trekking around Cannes with her son interviewing thought leaders and the most creative minds in the industry. I think this could be the ultimate statement,” she says in the video.
The agency was so inspired by her unique proposition that they’ve decided to try and continue it every year.
“As we were reviewing our 2018 entries, Sarah’s submission inspired us to do something that would not only show our commitment to working parents, but also hopefully start a dialogue that would inspire others in our industry to do more too,” said Cynthia Augustine, FCB’s global chief talent officer. “The result was our first-ever FCB Working Parent Cannes Correspondent, which will send Sarah along with her son Henry to the festival to engage with the many attending leaders and luminaries on issues of inclusion, parenting and creativity.”