What Cannes Lions 2026 Revealed About the Future of Creator Marketing
episode
Earned: Unlocking the Power of the Creator Economy
21 min
1 speaker
8 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
How is the definition of “influencer” expanding beyond traditional creators?
You have to expand your idea of who an influence an influencer is. So it's no longer just, you know, somebody on TikTok or doing reels, lifestyle. It is everyone. It's the people at your company, it's your executives, it's your employees. That to me is kind of the biggest, it's like a a shift in distribution of opportunities to a lot more people.
Hi, this is Ashley Waxman, Vice President of Brand Marketing at CreatorIQ and host of CreatorIQ's Earned Podcast. We are here at Cannes, the Cannes Festival of Creativity, Centon Lions, and we're gonna be here talking about all the things that we've seen so far, what we're excited for that's coming next. Hey.
I'm Leah Haberman from ICYMI, or in case you missed it, and I cover creators, social, and platforms coming out every Friday morning at 7 a.m.
I love it. It's so good to see you. It's good to see you too. South of France. South of France, we're here. And also thank you for your LinkedIn content about what to bring and what to pack. Because this is my first year. I think this is your first year too. It is, and it's so hot here. It's so hot. There's a lot of walking. You you specifically said to bring like the best walking shoes. And I did that, and I'm very grateful.
Which I'm obviously broke my rule today and now I've got blisters. So don't don't do as I do, do as I say. Yes.
Okay, so let's get into it. First can, what's your like initial take?
Oh, interesting. Okay, I thought maybe you were gonna try and stump me. Um I have my notes app, and every day, starting with like day zero, I went to the Amazon port. So each day I'm trying to do different platforms, different companies. I went to Meta Beach. It is interesting. I think there's a really interesting dynamic here of old school advertisers and marketers, and then the creator economy folks. And creator economy has descended on can and people saying it's like 10x the amount of people that were here last year and I believe it there are so many people here that are you know creator from Boston New York LA like it's as if the entire US creator economy just picked up and came to Cannes. So I'm running into a lot of people
I'm also, like I said, I've got this notes app. So every day I'm kind of writing down like what I've seen, what I've heard. It's interesting. There's a lot of AI product updates, huge, like agentic AI, adaptive AI, AI shopping tools. The other big thing, employees in general, whether it's like tools for in-house employees, TikTok is partnering with Starbucks to build out an employee advocacy tool for them so that they can source. EG C on TikTok and then put paid amplification behind it. Yeah. Yeah. That is That is
fascinating.
I just heard that this morning and I was like, wait, stop.
What AI product updates and tools were highlighted at Cannes Lions 2026?
But like this is probably the most interesting thing I've heard so far.
Employee advocacy has come such a long way. That is huge. Wow. And I know you talk about that a lot like recently. Yes.
Employers are new influencers. You hear it heard it
here first. Right here at Kent.
Hi, I'm Antoine. Uh I'm the CEO of Being Earnest, uh Creator Marketing Hands On Advisory. We help brands and creators to build long-term relationships through tech, uh process, AI, and governance. And I'm spending a lovely week in Cannes.
Antoine, it's so nice to see you.
Same here. Thanks for having me. Thanks for having me.
Yeah, the last time I saw you was Connect Europe. So it's been uh a little while, but very excited to have you here in Ken. How many can have you been to and what is your take on this one?
Uh actually that's just my second can. Oh wow. Even though I've been invited to many in the years uh when I was in brands. And uh yeah, second one.
And what's your take on this one? Anything interesting? Creators
are taking over. Yeah. Literally. I really genuinely see that.
Creators are taking over. How are you seeing that and what way is that coming through? Uh
no, of course you have the big names. You see Dalman is here, you have uh big companies and uh or Adobe, for instance. Their whole marketing message is now around creators. You don't they don't speak about anything else.
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Chapters
8 chapters
1
How is the definition of “influencer” expanding beyond traditional creators?
0:00–2:35
2
What AI product updates and tools were highlighted at Cannes Lions 2026?
2:35–4:37
3
Why are employee‑advocacy programs becoming a new source of influence?
4:37–6:55
4
What does “earned influence” mean in 2026 and how does trust factor in?
6:55–10:06
5
How are brands shifting from one‑off creator deals to long‑term partnerships?
10:06–13:42
6
What role does retention play in building sustainable creator‑brand relationships?
13:42–16:51
7
How can AI and tech act as a ‘Tinder’ for matching creators with the right brands?
16:51–20:22
8
What are the key takeaways for marketers looking to future‑proof their creator strategies?
20:22–21:46
Speakers
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