“No brief should ever start with, ‘I want to win a Lion.’ The brief should start with a problem to solve. So, the real prize is actually solving the business challenge,” Guimaraes told Adweek.

Guimaraes added that showing how your agency can move brands with creative effectiveness that leads to tangible business results is what’s going to lead to agency growth and success. “When you look at it like that, then there’s no need to have ‘Cannesxiety.’ Push for real results. Not trophies.”

Andre Toledo, chief creative officer at David New York, thinks that Cannes is a motivator and one of the shows that inspires the industry to celebrate the best of the best.

“We all want to be part of that reel,” Toledo told Adweek. “Cannes celebrates the ideas that drive progress, so clients that believe in the power of ideas want to see their work there. We should put pressure on doing outstanding campaigns for our clients throughout the year.”

Taylor said that giving the stress of Cannes a fun term brings some levity, and the Ogilvy team even made some “Cannesxiety” antacids.

“We’re human. We get stressed. But we have some fun with it. We can laugh,” said Taylor, who added that Cannesxiety is not life-threatening anxiety and that the easiest way to cure Cannesxiety is by doing the best work. “The cure is great work—equity building, legacy making, culture changing, iconic work.”