make themselves felt. While it isn't clear whether their numbers will differ significantly from last year, Cannes organizers say 22 of the 25 top-spending marketers are sending delegations—from Alphabet and Amazon to Ford and Procter & Gamble.

For the first time, an Amazon speaker—Anthony Reeves, the tech giant's global executive creative director—will appear on the main stage. And marketing executives from some of the world's biggest brands plan to appear, including Burger King's Fernando Machado, Diageo's Syl Saller and Uber's Bozoma Saint John.

Submissions from marketers' in-house agencies rose 60 percent last year, and organizers expect a similar hike this year, calling it "by far the biggest cohort of growth" in terms of submissions. Those submissions, however, are much less likely to succeed than those for work by outside agencies.

"Ifan agency group enters 100, they would expect to get three Lions, roughly," Thomas says. "Across the creative teams from clients, it is a much lower percentage."

And Facebook, Google, Snap Inc., and other big tech companies—essentially Main Street for much of the world now—will again mount a major showing at the festival. As in years past, they can expect a mixed reception.

However much the major tech platforms have earned a presence at Cannes Lions, agencies should be the festival's focal point, says David Lubars, chairman of BBDO North America and chief creative officer of BBDO Worldwide.

Then there will be the issue of gun safety. Students from Parkland, Florida, will join programming with the Female Quotient to speak on the topic, and Ad Age has teamed up with the