We were the official PR partners for ETHCC[8], Europe’s largest Ethereum conference and I was one of the lucky team members on the team. We’d spent months prepping, coordinating with journalists, mapping out media strategies to ensure the coverage would be as substantial as the event deserved. Over 6,500 builders, founders, and crypto enthusiasts had descended on the south of France to be part of the conference.
The prep we did beforehand was absolutely crucial. We carefully selected media partners who genuinely understood EthCC’s vision and invited over 250 journalists to attend. But the real work happened on the ground – making sure every journalist felt supported and could get the stories they came for.
Our media lounge was incredible. All six interview rooms were fully booked throughout the week, and there was this constant buzz of activity – stories being shaped, connections being made, insights being shared.
Our approach was straightforward but effective: one team member handled logistics at the front desk to keep everything running smoothly, while the rest of us focused on the real value-add – matching journalists with exactly the right speakers who could deliver the insights they needed. This wasn’t just passive coordination; it was active facilitation that strengthened our media relationships and generated significantly better coverage than if we’d just left everyone to figure it out themselves.
By Monday, which was the first day of the conference, the FOMO was palpable – people were scrambling for last-minute passes to an event they’d initially questioned.
What struck me most was the conference’s maturity. Gone were the days of speculative fever and empty promises. Instead, conversations centered on real infrastructure, genuine adoption, and sustainable growth. Seeing Vitalik live was one of those moments where you remember why you got into this space in the first place – watching him break down the future of decentralised systems with the same casual energy most people use to order coffee.
Supporting YAP Global’s media operations throughout the week reinforced something I’ve always believed: the best stories emerge when you deeply understand both the technology and its implications. Our team (Sam, Otto, Ruth, Debra, Alex and myself) coordinated dozens of interviews while helping journalists connect with their favourite speakers. When you see a reporter get excited about a story that could actually shift how people think about DeFi, that’s when you know you’re doing something right.
Away from the distractions of a major city, conversations went deeper. The side events felt more intentional, the networking more substantive, the overall energy more focused on building.The announcement that EthCC will return to Cannes next year was met with genuine excitement. The industry has found its rhythm, and the setting that initially seemed incongruous now feels inevitable.
But that’s the thing about this industry: it forces you to grow fast. The learning curve is steep, but so is the reward when you nail it.
As I reflect on the week, EthCC 8 felt like getting the stage it deserves. Not because of the glamorous location, but because the technology, the community, and the vision have all matured to the point where they can command that kind of attention.
We’re not just building alternative financial systems anymore. We’re building the infrastructure that finance will run on. Cannes was simply the perfect place to make that case and I can’t wait to go back next year.
Written by Ana-Maria Senior Account Executive at YAP Global
