"Cannes Lions is now the most valuable place for a creator to be, Kai Gayoso, co-head of digital at Range Media Partners, recently told me. So why am I hearing that so many creators are still unsure about whether they'll be heading to the French Riviera? That's the question at the center of today's newsletter. Also ahead: Why Cannes still matters so much for creators - and how they make the trip pay off."
"Why some brands are pulling back on creator travel spend, and the workaround they're using to book talent for less. The global unrest, economic pressure and competing events upending the Cannes calculus this year. What the vibe means for dealmaking, and why festival veterans are still unfazed. The Hollywood agencies planning big footprints on the Riviera."
"I interviewed alum Rob Cesternino about his podcast empire, wrote about Alex Cooper's unpopular Unwell deals, covered the launch of women's sports media venture Reign and spoke to two Chernin Group partners about the firm's bet on creator empires."
Cannes Lions is positioned as a major tipping point for creators in advertising, with industry leaders describing it as the most valuable place for a creator. Many creators still question whether the trip to the French Riviera will pay off. Brand budgets are shifting, with some brands pulling back on creator travel spend and using workarounds to book talent for less. Global unrest, economic pressure, and competing events are changing the calculus for attendance. The festival’s atmosphere influences dealmaking, while veteran attendees remain confident. Hollywood agencies plan large presences on the Riviera. Twitch CEO Dan Clancy discusses Twitch’s expansion beyond gaming into music, sports, lifestyle, and other areas.
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