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The dominant presence of #athletes, #creators and #celebrities at this year’s #CannesLions festival reflects just how much the power balance has shifted. To tap new #audiences, brands must first identify their obsessions, whether that be a sports team, a gamer or a ‘get ready with me’ TikToker-turned-podcaster. This means forsaking control in favour of building trust — a concept that doesn’t come naturally to brands with images carefully crafted for decades or more. Here, Hilary Milnes reports from the festival with Condé Nast Advertising on everything to know.

Cannes Lions: The new creator playbook

Cannes Lions: The new creator playbook

voguebusiness.com

Kaia Leilani Fernandez

Supervisor @ MCM WORLDWIDE | Luxury Goods Expert

2w

I'm thrilled to see the evolution at #CannesLions, where athletes, creators, and celebrities are taking center stage. Embracing influencers and their passions—whether in sports, gaming, or digital content creation—opens new avenues for engagement and relevance. It's refreshing to witness brands moving towards genuine connections rather than solely controlling their image. Here's to more innovative and authentic storytelling in advertising!

Noni Guimet-Keeney

Textile design-product design-trend forecasting-color consultant-visual designer

2w

Thanks for sharing

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