Cannes Lions has an established reputation as networking nirvana. Atlantic New York has taken that opportunity to a new high.

The Brooklyn New York agency is reversing the pitch process at this year’s Cannes Lions, asking brands to pitch their briefings to the agency for an opportunity to be the agency’s new client of record. It’s even sending out RFPs inviting brands to participate in the pitch process. The agency has sent Request for Test documents to dozens of chief marketing officers attending Cannes in the hopes of conducting in-person meetings in the “comfort” of the 2-star Arcotel Hotel conference room located just minutes from the Palais.

“A 2-star hotel for 2 reasons: First, we are an independent agency with a limited budget. Second, we’d rather spend our agency’s money on great talent than fancy hotels,” the agency notes in its RFT.

The agency will review all brand proposals during Cannes week following a specific timeline. Even brands that were not formally invited can request to participate. However, Atlantic New York reserves the right to decline if it believes the brand is not the right fit.

“The primary objective of this RFT is to make the daunting mission of finding an advertising agency a little easier—and hopefully a little more fun, too. 

“Atlantic expects any participant brand to come to our chemistry with a deck, a one-line briefing written on a napkin, or even a thought that can be turned into a briefing,” the RFT adds.

And because the pitch process is costly, its pitches are paid. The agency will offset some of the clients’ in-Cannes pitch expenses by reimbursing brands up to 2 (TWO) glasses of rosé.

In fact, Atlantic New York has offered a “test process” as a response to pitches/RFPs since its inception, giving brands an opportunity to work with it and test the waters in real work scenarios rather than endure a formal pitch process.