Marketing + Communications

Reflecting on MIPIM 2022

Cannes and MIPIM has changed since its last outing. Change isn’t a bad thing!

Another MIPIM is over: the first one in three years.

While the world is on its way to bouncing back from two years of covid, we’re not fully there yet. This was reflected in the size of this year’s MIPIM conference, with it feeling smaller than previous years.

Although RX announced record numbers (25,000?) it wasn’t evident on the ground. The usual crowds were missing, particularly in the Palais and it was nearly always possible to get a seat at Caffe Roma if you wanted one. Many of the people listed on the database as attending weren’t- their registration had simply rolled over from 2020.

Far from being negative, it led to a different kind of MIPIM experience, with different priorities and successes.

A different crowd a different conversation

Smaller crowds not-withstanding, the discussion programme made a massive leap forward in 2022. When we started to pull our information together in early February, the published programmes and schedules were pretty much the same as they’d always been:

  • ‘Invest here!’ calls to arms
  • Retail development showcases
  • Big new office launches
  • Make your money work harder over there “how to’s”

By the time March arrived, the conversation had shifted fundamentally with environmental, social and governance (ESG) suddenly rising to the top of the agenda. Social value, nature-based placemaking, sustainable design were everywhere. In fact, by day 3 it was all MIPIM News talked about.

ESG principles are firmly at the top of the list for investors and policymakers alike so it was heartening to see so much attention given to these areas.

 

More diversity = a better industry

And what about MIPIM’s reputation as a bit of a blokey affair? There’s been another leap forward in that regard. I didn’t see one all-male panel this time! There were so many women at MIPIM, there was even a queue in the toilets.

But the diversity was deeper than that.

While still predominantly white, there was more diversity than ever. In addition, BPIC, Freehold, Women in Property were all there with events on the calendar. The “diversity” conversation has moved on from representation and box-ticking to an understanding that more diverse voices lead to better solutions.

 

Missing Manchester

The absence of the Manchester delegation was notable. The usual stand on the beach was left unoccupied. Le Crillon (aka the Manchester Bar) has closed. And the debates and events that usually form such a part of our programme were missing.

However, Manchester’s absence made space for other things. Newcastle and the BPF in particular stepped up and delivered stonking discussion programmes and stand events. We connected with new people from Bristol + Bath, Cardiff, Nottingham, London, and reconnected with some old friends too.

 

Luma at MIPIM

How was it for us? We aced it for our clients, who’ve achieved more this week than they thought possible. We’ve secured some new work for ourselves and we have plans and ideas for MIPIM 2023.

And for me? It’s been a brilliant MIPIM. My twentieth year. And the first time I’ve made space in the calendar for myself. I’ve had lunch, attended discussions and absorbed new ideas, caught up with some clients of old and, yes, had a little fun too.

Here’s to doing it all again next year.

If you’re looking for a marketing agency to help you grow your brand, reach a wider audience and make more money, give Luma a call today and we’ll set you up for success.

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