The Cannes Lions International Festival of Creativity launched LIONS Creators in 2024 to acknowledge the rising influence and significance of creators in marketing. As the initiative begins its second year, it highlights how creators are not only amplifiers but also originators of ideas driving commercial success. Marian Brannelly, Global Director of Awards, emphasized the desire from creators and industry partners for more recognition and space at the festival, leading to this dedicated program. LIONS Creators represents a significant evolution in the festival's approach towards honoring creative contributions from this growing community.
âCreators aren't just amplifiers, they're the originators. That's where the ideas are coming from. ... they're driving commercial results and they're redefining what creative collaboration looks like,â said Marian Brannelly.
âWe were seeing it come through in our awards and stages and more and more creators ... ... it's not reflected in the show.â
The launch of LIONS Creators marks a more intentional evolution, one driven by rising demand from creators and their industry partners alike.
The inclusion of creators at Cannes Lions isn't just symbolic. It reflects their growing influence on creativity, marketing, and commercial impact.
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