By Alex Panousis
Walking into Cannes Lions 2024, a provocative question from The Wall Street Journal’s installation struck me: “Will 2024 Mark the End of the Digital Agency?”
The implication was clear – when all touchpoints are digital, the traditional digital agency loses its significance. The question set the tone for a conference that felt like the beginning of a new era.
Cannes has always been the gathering of the good and the great. While the big platforms were still present, there was a noticeable shift this year towards retail media, fewer traditional ads, and a greater emphasis on creators and culture. The younger demographic of attendees mirrored this transformation.
The last time I attended the Cannes Lions Festival was 2019, and I found this year’s event to be a different experience. Past visits were dominated by major platforms, ad tech and global narratives. In 2024, the spotlight was shared with creators, signaling a profound shift in the advertising landscape. This year’s festival felt younger, less polished and more authentic, and the “off-mainstage content” addressed some of the most compelling debates and conversations.
The introduction of the “Lions Creators” track underscored the growing importance of creators in the advertising ecosystem. This new track elevated stars from platforms like TikTok, integrating them more deeply into mainstream advertising conversations. Influencers such as Tinx, Alex Cooper and Jay Shetty highlighted the industry’s significant investment in the creator economy. Platforms from Amazon to Reddit facilitated enhanced social media content creation, making it easier to film and create on the spot.
Cannes Lions CEO Simon Cook emphasized that bringing together platforms, brands, creators and agencies is crucial for the festival’s future. This year, creators were a substantial presence throughout the festival, with influencer firms like Viral Nation making massive investments as lead sponsors. The focus on creators reflects a broader trend where brands and platforms increasingly recognize the value of influencers as powerful marketing tools.
The creator economy is essential to the advertising ecosystem because it marks a shift in how consumers engage with content and brands. Traditional advertising methods are being overshadowed by personal, authentic, and engaging content created by influencers. These creators have built strong, loyal followings by sharing their lives, insights and talents in ways that resonate deeply with their audiences.
Creators do more than produce content; they shape opinions, trends and purchasing decisions. Their ability to connect with audiences on a personal level makes them invaluable to brands looking to build trust and loyalty. As consumers grow wary of traditional ads, the authentic voices of creators become more effective in delivering brand messages.
One standout session, “A New Era of Entertainment,” featured creators like Steven He, Josh Richards and Drea Okeke. The session highlighted the importance of authenticity and the challenges of maintaining audience attention in a fragmented digital landscape. The panelists discussed the difficulty of identifying trends with global or national appeal due to the vast amount of content available. They emphasized the significance of engaging with the audience through comments and feedback. Richards highlighted the critical importance of the first few seconds of a video to grab attention, using personal presence and strong visual hooks to engage viewers.
Kahlil Greene, also known as “The Gen Z Historian” delivered a compelling 10-minute presentation that brands to better communicate directly with creators, while emphasizing they’re not just influencers, but also makers. The agency Virtue reinforced this by noting that youth identify as creative and gravitate towards cultural creators rather than traditional influencers. These sessions featured insightful conversations with marketers from Guinness, Delta, Elf and Eli Lilly. Some of the sessions on B2B questioned the slow rise of paid content influencers on Linkedin. An area where ads still dominate, but something to watch for. And while much of the content blueprint was Tiktok-based, Reddit had some very interesting ways to use their platform for social listening and insights.
The value of the creator economy lies in its ability to foster genuine connections between brands and consumers. The integration of creators into Cannes Lions programming marks a significant shift in the advertising world. The creator economy is now a primary focus for many brands, reflecting a broader recognition of the unique value creators bring. Taking away some key learnings? By understanding and harnessing the power of authenticity, engagement and strategic partnerships, brands can leverage the creator economy to achieve new heights in their marketing efforts. Message heard loud and clear.
Canadian creator Steven He shared a poignant moment, reflecting on his experience as a creator coming from an Asian family and facing criticism for choosing a creative career. He quoted Mr. Beast: “You’re crazy until you’re successful, then you’re a genius.”
Alex Panousis is the chief growth officer at Thinkingbox
