Condé Nast Advertising reposted this
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.
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Supervisor @ MCM WORLDWIDE | Luxury Goods Expert
2wI'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!