ICYMI: Decoding the Creator Era at Cannes Lions

How do we even summarize the whirlwind that was Cannes Lions? By writing a special edition of Billion Dollar Influence. That’s how. 

As expected, creators had a larger presence both at the festival and at fringe events than ever before - still baby steps more than leaps and bounds. While creators are quickly subverting celebrities and traditional entertainment and becoming diverse voices for brands to tap into, we didn't see many true influencer campaigns awarded in the show itself.

Don’t get us wrong, it was incredible to see genius campaigns such as Michael Cera for CeraVe take home the Grand Prix in Social & Influencer category. We would have just liked to see more creator-led work get the recognition it deserves, begging the question:

Should we separate influencer from social as a category, and moreover, should celebrities compete against creators?

We vote yes to both, but perhaps the influx of creator presence will result in more creators in juries, and subsequently, more creator work recognized next year. 

All in all, a great inaugural year. Curious for key takeaways?

Let’s hear it from the creators and industry experts themselves:  

Creator Robyn Delmonte, also known as @girlbosstown took the stage to do a live tarot card reading on the creator economy at the Lions Terrace Stage. Her prediction? The next big social app won’t show metrics to the audience.

The inimitable Nishma Patel Robb, President of WACL called for a rebranding of DE&I, suggesting we should start calling it Growth so the powers that be pay attention. Case in point: It is proven that diverse leadership teams and boards drive revenue.

Overheard at the #RepresentMe launch at Pinterest Manifestival: Amy Kashman, the CEO of Insights Division at Kantar noted that "Diversity results in a 30% increase in immediate sales and 50% increase in brand love."

Kahlil Greene, the Peabody-winning ”Gen Z Historian” proclaimed that the age of fixed brand identity is over, at least when it comes to social media, where audiences expect brands to be more flexible in how they turn up.  Wondering if it is due to the rise of various niche aesthetics? 

Creator Alanna Doherty joined our Empower Cafe panel on Thursday, noting that at times, she's the only woman of color in the room. To her, it reads as superficial and a check box. The takeaway? Invest in true relationships with a diverse creator pool, you can’t fake caring for the people you partner with.

We took the stage at Microsoft Beach, discussing advancing women in AI. Globally, only 22% of AI and data leadership positions are held by women – as AI becomes more foundational to how governments, businesses and advertising is run, we have to be mindful of ensuring no bias in the rooms that hold the power. Our CMO Becky Owen noted that if you give women a seat at the table, also listen to their perspectives, and grant them the authority to decide and lead.

Finally, receiving campaign and content feedback is paramount for creators to improve their craft. Yet, according to the founder of Creator Vision, Jamie Gutfreund, who moderated our Lions Live Exchange on Wednesday, 85% of creators never hear back post-campaign! Marketers, time to start investing into constructive feedback.

Insights by: Christine Göös, Senior Director of Marketing, Billion Dollar Boy.

What's Trending

eos Influencers in Cannes

Creator Victoria Paris was chosen, along with five other creators, to attend eos' inaugural influencer trip to the Cannes Lions festival. The creators documented their journeys, many starting with the hiccups they faced traveling to France, and then exploring the luxurious eos villa in Cannes. Oui want in! Cannes Is Slightly Ridiculous, We Get it

Did Robert Mayhew just hilariously mock us and every other marketer attending Cannes Lions? His recent TikTok perfectly sums up every marketers’ (potentially awkward) LinkedIn post this week: “I’ve arrived in Cannes…the weather is beautiful, the beach is full of stages…the awards are polished…the rosé is chilling...”  Cannes Lions Finding Out It's The Lesser Festival

We’ve all seen Jake Shane’s viral TikToks, whether he’s reenacting a founding father, the Titanic iceberg, or the month of February. This week, he gave the ad world a laugh with his take on Cannes Lions discovering that it’s waay less famous than the Cannes Film Festival.

Creator Moves in a Minute: Cannes Edition

Amazon Live announced its interactive, shoppable and ad-supported Fast Channel on Prime Video and Freevee, and who better to trial it out than everyone’s favorite (Summer) House guest, creator Paige DeSorbo? Titled “In Bed With Paige DeSorbo,” the weekly episodes will be filmed in the host’s bed with guests and special segments, combining off-the-moment conversations with her love for fashion.

Brought to You by BDB

Billion Dollar Boy is a global creator company that builds brands at scale. Curious for more insights into the creator economy? Connect with us on social!