The 41st Sundance Film Festival in Park City, Utah, has seen a significant rise in marketer attendance compared to previous years. This change is driven by the concurrent Brand Storytelling conference and a growing passion for brand marketing among advertisers. With returning and new sponsors, including Casamigos and Free People, the festival serves as a networking hub for marketers and creators, promoting collaborations and inspiration in brand storytelling and creator content.
We're really talking about what the future of this intersection of brand, entertainment and creator content is, said Ziad Ahmed, head of next gen at talent agency UTA.
With more creators attending the festival, it's a place for marketers to meet with potential creators and foster working relationships, noted execs.
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