The new initiative embraces the sustained growth of the creator economy as a critical pillar for marketers at the marquee event of the year
The Cannes Lions International Festival of Creativity, which is held from June 17-21, has announced the launch of LIONS Creators: a new experience with curated programming for creators and creator economy professionals, in partnership with Viral Nation.
The introduction of LIONS Creators is a seismic shift for both Cannes Lions — a global benchmark for the advertising and creative communications industry — and the world of marketing as the spotlight turns to creators and their growing significance on the future of creative advertising.
“Creators are an increasingly important part of the marketing mix and their presence at Cannes Lions has been growing as we witness the rise of the creator economy,” said Thea Skelton, VP of Events, LIONS. “We recognise creativity can come in different forms, and we want to draw inspiration from a broader and more diverse spectrum of creative disciplines that will help inspire great work.”
For the inaugural LIONS Creators, Cannes Lions will work with Viral Nation, the leading social media marketing agency. “We’re excited to be joining forces with Viral Nation in our launch year,” adds Thea Skelton. “Collaborating with a partner that is committed to innovation and excellence in Social-First marketing means that collectively we have the expertise and knowledge to develop a program that truly unlocks the transformative power that creators can harness for brands.”
As the leader in Social-First transformation, Viral Nation is proud to be aligning with such a prestigious institution. Viral Nation has witnessed firsthand the transformative power of Social-First, influencer-led campaigns, where brands connect with audiences on a deeper level, driving tangible results. LIONS creators is a unique value for both creators and marketers in showcasing the limitless possibilities of Social-First, creator-led brand collaboration on a global stage.
“Embracing the power of creators, the inaugural LIONS Creators signals a pivotal moment for the marketing industry and we’re thrilled to be at the forefront,” said Joe Gagliese, Co-CEO and Co-Founder of Viral Nation. “Creators are at the heart of everything we do at Viral Nation. By collaborating with Cannes Lions, we are not only amplifying the voices of creators but also solidifying influencer marketing’s position as a cornerstone of Social-First transformation, globally. We are excited to help steward a new era of brand collaboration at the heart of creative marketing in Cannes this June.”
LIONS Creators will offer a dedicated forum that will include a curated mix of exclusive learning and networking experiences for creators and those working in the wider creator economy. Activities include a series of exclusive LIONS xChange Roundtables, filmed in front of a live audience of LIONS Creators delegates. The inaugural Creator Day will also incorporate the Social & Influencer Lions Awards Show on the Wednesday of Cannes Lions.
Through the power of culture, AI-powered technology, and influence, Viral Nation is building a Social-First ecosystem for brands to connect with the modern, creator-led consumer journey. Viral Nation has always understood the value of the creator economy, and now the industry is finally catching up. Cannes Lions’ embrace of this critical moment underscores the power of Social-First transformation.
To learn more about LIONS Creators, visit: https://www.canneslions.com/news/cannes-lions-launches-lions-creators
