For PR people, Cannes Lions can feel overwhelming with thousands of attendees, packed schedules, endless networking and more events than any single human being could attend. It's easy to spend the week doing a lot without accomplishing much. Intentionality is critical. The most successful attendees don't treat Cannes as a series of meetings, panels and parties. They approach it with a clear strategy and a disciplined plan. Here are five guidelines that can help maximize the week.